Franz, Michael M. and Travis N. Ridout. “Political Advertising and Persuasion in the 2004 and 2008 Presidential Elections.” American Politics Research 38 (2010): 304-330. Print.
Michael M. Franz of Bowdoin College and Travis N. Ridout of Washington State University realized that the 2008 presidential campaign was important in many aspects. For the first time since 1952, a sitting president or vice president was not on the ballot for a presidential election. One of the less known aspects was the fact that one of the presidential candidates took public funding while the other candidate did not. This difference caused inequality between the two campaign strategies, especially when it came to advertising. Also, the authors compare the 2008 presidential campaign to the 2004 presidential campaign. In the end, the authors do believe that the campaign strategy of Barack Obama was one aspect that allowed him to win the presidential election.
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