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The Harvard International Journal of Press/Politics
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Building a Better Ad Watch

Talking Patterns to the American Voter

Glenn W. Richardson, Jr.

A sample of twenty-six ad watches from three newspapers indicates that the analysts' critiques emphasized isolated claims within the ads as opposed to the broad patterns of behavior and records emphasized by the candidates. Also, the visual and narrative elements of the ads were generally neglected. A handful of suggestions are offered to help journalists build a better ad watch. These suggestions include focusing on patterns and taking the audiovisual and narrative elements of campaign ads seriously.

The Harvard International Journal of Press/Politics, Vol. 3, No. 3, 76-95 (1998)
DOI: 10.1177/1081180X98003003006
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