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...