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Scholars seeking to examine the effect that campaign processes have on election outcomes have focused largely on the behavior of voters. In contrast, the behavior of candidates, particularly with respect to the information that candidates communicate to voters, has received limited attention. The dearth of this work in this area stems in part from a paucity of data that allows candidate behavior to be reliably & systematically measured. In this paper, I assess a data source that may be used to overcome this limitation: televised campaign advertisements. After discussing the strengths & weaknesses of these data, I offer a sample analysis using data collected from all available advertisements produced by candidates competing in US presidential campaigns, 1976-1996. Specifically, I examine the factors that influence these candidates' decisions to address concerns that are salient to the public in their campaign messages. 3 Tables, 1 Appendix, 40 References. Adapted from the source document. COPIES ARE AVAILABLE FROM: HAWORTH DOCUMENT DELIVERY CENTER, The Haworth Press, Inc., 10 Alice Street, Binghamton, NY 13904-1580

Contents: no. 1, The Democratic platform; no. 2, Comstock, G.F. Speech.; no. 3, McClellan, G.B. Complete report on the organization and campaigns of the Army of the Potomac; no. 4, The life and services of Gen. Geo. B. McClellan; no. 4 1/2, McClellan, G.B. West Point oration; no. 5, Ketchum, H. General McClellan's Peninsula campaign.; no. 6, Parker, J. Speech.Our national troubles.; no. 7, Curtis, G.T. On constitutional liberty; no. 8, Cowan, E. Speech.; no. 9, Winthrop, R.C. Speech.; no. 10, Curtis, G.T. Address.; no. 11, Miscegination indorsed by the Republican Party; no. 12, Lincoln's treatment of Great Britain; no. 13, Lincoln's arbitrary arrests.; no. 13 [a], Address of the National Democratic Committee. The perils of the nation.; no. 14, Corruptions and frauds of Lincoln's administration; no. 15, The Harrison's Bar letter of Gen. McClellan.; no. 18, Republican opinions about Lincoln; no. 19, Campaign songs; no. 21, Secret history of the Peninsular Campaign; no. 23, Great speech of Hon. R.C. Winthrop; no. 26, Address of the National Democratic Committee; no. 27, Letter to Rev. Nathaniel Hall, by Nahum Capen. ; Caption title. ; Mode of access: Internet.