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
Table of Contents
List of Figures
Part I: General Perspectives
Chapter 1: Ample opportunities – mostly regulated. Political advertising across the world.
Chapter 2: Modern Political Advertising and Persuasion
Steve Jarding, Steve Bouchard & Justin Hartley
Chapter 3: Methodological Approaches
Michael W. Kearney & Mary C. Banwart
Chapter 4: Gender and Political Advertising: Content and Effects
Chapter 5: Negative advertising
Chapter 6: The Effects of Political Advertising
Travis N. Ridout & Jenny L. Holland
Part II: Airtime With No Charge For Electoral Advertising
Chapter 7: Political Advertising in Argentina
Chapter 8: Prime Time Electoral Propaganda: the Brazilian Model of Free Airtime
Alessandra Aldé & Felipe Borba
Chapter 9: Political Advertising in Chile: State of play in a period of changes
Alberto Pedro López-Hermida Russo
Chapter 10: The Role of Political Advertising in the Czech Republic
Jan Jirák & Anna Matušková
Chapter 11: Political advertising in France: the story and effects of a slow liberalization
Alexandre Borrell & Jamil Dakhlia
Chapter 12: Does Political Advertising still have an impact on the Outcome of Election Campaigns? Political Advertising in Hungary
Chapter 13: Political advertising in Italy
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.
' 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