Negative versus Positive Television Advertising in U.S. Presidential Campaigns, 1960–1988

Journal Article Negative versus Positive Television Advertising in U.S. Presidential Campaigns, 1960–1988 Get access Lynda Lee Kaid, Lynda Lee Kaid 1Lynda Lee Kaid is Professor in the Department of Communication, University of Oklahoma. Search for other works by this author on: Oxford Academic Google Scholar Anne Johnston Anne Johnston 2Anne Johnston is Assistant Professor in the Department of Radio, Television and Motion Pictures, University of North Carolina. Search for other works by this author on: Oxford Academic Google Scholar Journal of Communication, Volume 41, Issue 3, September 1991, Pages 53–64, https://doi.org/10.1111/j.1460-2466.1991.tb02323.x Published: 07 February 2006