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Full Description
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
Contents
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 and Justin HartleyChapter 3: Methodological ApproachesMichael W. Kearney and 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 and 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 and 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 and Anna MatuškováChapter 11: Political advertising in France: the story and effects of a slow liberalizationAlexandre Borrell and Jamil Dakhlia?Chapter 12: Does Political Advertising still have an impact on the Outcome of Election Campaigns? Political Advertising in HungaryJolán RókaChapter 13: Political advertising in Italy
