Routledge Handbook of Political Advertising

ISBN-13: 9781138908307 / Angielski / Twarda / 2017 / 418 str.

Christina Holtz Bacha; Marion R. Just

Opis

This Handbook provides the most comprehensive overview of the role of electoral advertising on TV and new forms of advertising in countries from all parts of the world currently available. Thematic chapters address advertising effects, negative ads, the perspective of practitioners, and gender role. Country chapters summarize research on issues including, political and electoral system; history of ads; the content of ads; reception and effects of ads regulation of political advertising on TV and the Internet; financing political advertising; and prospects for the future. The Handbook confirms that Candidates spend the major part of their campaign budget for TV advertising. The United States enjoys a special situation with almost no restrictions on electoral advertising whereas other countries have regulation for the time, amount and sometimes even the content of electoral advertising or they do not allow TV advertising at all. The role that TV advertising plays in elections is dependent on the political, the electoral and the media context and can generally be regarded as a reflection of the political culture of a country. The Internet is relatively unregulated and is the channel of the future for political advertising in many countries

Recenzje

'Holtz-Bacha and Just have compiled a comprehensive handbook on political advertising in many countries around the world. It has first-rate writers who concisely and effectively convey the latest in ad messaging and impact. If you want to know what works and why, this is the book for you. Both practitioners and researchers will benefit from this handbook.' - Darrell West, Vice President and Director - Governance Studies and Founding Director - Center for Technology Innovation, Brookings Institute, USA