Seeing spots: a functional analysis of presidential television advertisements, 1952-1996

Preliminaries. Introduction: presidential television spots ; The functional approach to political advertising

General campaigns. In the beginning: 1952, 1956 ; The Democrats ascend: 1960, 1964 ; Nixon's return: 1968, 1972 ; After Watergate: 1976, 1980 ; Republicans in control: 1984, 1988 ; The end of the millennium: 1992, 1996

Other campaigns. Primary campaigns: who shall lead us? ; Third-party candidates: another choice

Comparisons. Contrasts ; Conclusions.