This Handbook provides the most comprehensive overview of the role of electoral advertising on television 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 systems; history of ads; the content of ads; reception and effects of ads; regulation of political advertising on television and the Internet; financing political advertising; and prospects for the future. The Handbook confirms that candidates spend the major part of their campaign budget on television advertising. The US 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 television advertising at all. The role that television 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
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Table of ContentsList of TablesList of FiguresContributorsPart I: General PerspectivesChapter 1: Ample opportunities – mostly regulated. Political advertising across the world. Christina Holtz-BachaChapter 2: Modern Political Advertising and PersuasionSteve Jarding, Steve Bouchard & Justin HartleyChapter 3: Methodological ApproachesMichael W. Kearney & Mary C. BanwartChapter 4: Gender and Political Advertising: Content and EffectsDianne BystromChapter 5: Negative advertisingTodd L. BeltChapter 6: The Effects of Political AdvertisingTravis N. Ridout & Jenny L. HollandPart II: Airtime With No Charge For Electoral Advertising Chapter 7: Political Advertising in ArgentinaMartín D’AlessandroChapter 8: Prime Time Electoral Propaganda: the Brazilian Model of Free AirtimeAlessandra Aldé & Felipe BorbaChapter 9: Political Advertising in Chile: State of play in a period of changesAlberto Pedro López-Hermida RussoChapter 10: The Role of Political Advertising in the Czech RepublicJan Jirák & Anna MatuškováChapter 11: Political advertising in France: the story and effects of a slow liberalizationAlexandre Borrell & Jamil DakhliaChapter 12: Does Political Advertising still have an impact on the Outcome of Election Campaigns? Political Advertising in HungaryJolán RókaChapter 13: Political advertising in Italy Edoardo NovelliChapter 14: A String of Phenomena: A Meta-Ethnographic Synthesis of Qualitative Studies and Reviews of the Advertising Campaign of the 13th General Election in MalaysiaAida MokhtarChapter 15: The lousy avalanche: Political advertising in MexicoJulio Juárez-Gámiz & Marco Arellano-ToledoChapter 16: Political Advertising in TurkeyBaki CanChapter 17: Political Advertising in Spain (1977-2015): From education to indirect effects Teresa Sádaba & Matias JoveChapter 18: The Longest Running Series on Television: Party Political Broadcasting in BritainSimon Cross and Dominic WringPart III: Purchase of Airtime for Electoral AdvertisingChapter 19: Bulgaria: Election Advertising in mediatized politicsLilia RaychevaChapter 20: Audio-visual political advertising in FinlandTom MoringChapter 21: Media, Political Advertising and Election Campaigning in RussiaSergei A. Samoilenko & Elina ErzikovaChapter 22: Sweden: Ten years with television advertising Bengt JohanssonChapter 23: The Wild, Wild West: Political Advertising in the United StatesMarion Just & Ann CriglerPart IV: Airtime With No Charge And For Purchase Chapter 24: Political advertising in Australia: The dominance of televisionRodney Smith & Stephen MillsChapter 25: Political Advertising in Canada: Navigating the waters of free and fair electionsGuy Lachapelle & Tristan MassonChapter 26: Political Advertising in Colombia: Between the Narratives of War and PeaceMiguel García-Sánchez & Jair Alberto ArciniegasChapter 27: A serious matter: Political advertising in GermanyChristina Holtz-BachaChapter 28: Japanese Political Advertising in a Changing Media and Electoral EnvironmentJinah LeeChapter 29: Political advertising in the Netherlands: (still) little ado about (almost) nothing Rens Vliegenthart & Sanne KruikemeierChapter 30: Towards Professionalization and Americanization: Audiovisual Political Advertising in Poland (1989-2015)Bogusława Dobek-Ostrowska Chapter 31: The Rise of Television Advertising in a Traditional Campaign Environment: The Case of South AfricaRobert Mattes & Ian GlennPart V: Conclusion32. Conclusion: Democracy and Political AdvertisingMarion Just
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'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
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Produktdetaljer

ISBN
9781138908307
Publisert
2017-03-01
Utgiver
Vendor
Routledge
Vekt
884 gr
Høyde
246 mm
Bredde
174 mm
Aldersnivå
UP, UU, 05
Språk
Product language
Engelsk
Format
Product format
Innbundet
Antall sider
438

Biographical note

Christina Holtz-Bacha is Professor of Communication at Friedrich-Alexander University Erlangen-Nürnberg, Germany. She was a visiting scholar at the University of Minnesota in Minneapolis, a Research Fellow at the Shorenstein Center, Harvard University and a guest researcher at the University of Gothenburg, Sweden. She is presently the Chair of the Political Communication Research Section of IAMCR. Her research interests are political communication, media systems and media policy.

Marion R. Just is Professor of Political Science at Wellesley College and an Associate of the Shorenstein Center on Media, Politics and Public Policy at Harvard’s Kennedy School of Government. Her research in political science focuses on elections, politics and the media. She has published several co-authored books and articles in professional journals.