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
'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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Für höhere Schule und Studium
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21 s/w Abbildungen, 41 s/w Tabellen, 3 s/w Photographien bzw. Rasterbilder, 18 s/w Zeichnungen
41 Tables, black and white; 18 Line drawings, black and white; 3 Halftones, black and white; 21 Illustrations, black and white
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978-1-317-43977-6 (9781317439776)
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Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
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Christina Holtz-Bacha is Professor of Communication at Friedrich-Alexander University Erlangen-Nuernberg, 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.
Table of Contents
List of Tables
List of Figures
Contributors
Part I: General Perspectives
Chapter 1: Ample opportunities - mostly regulated. Political advertising across the world.
Christina Holtz-Bacha
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
Dianne Bystrom
Chapter 5: Negative advertising
Todd L. Belt
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
Martin D'Alessandro
Chapter 8: Prime Time Electoral Propaganda: the Brazilian Model of Free Airtime
Alessandra Alde & Felipe Borba
Chapter 9: Political Advertising in Chile: State of play in a period of changes
Alberto Pedro Lopez-Hermida Russo
Chapter 10: The Role of Political Advertising in the Czech Republic
Jan Jirak & Anna Matuskova
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
Jolan Roka
Chapter 13: Political advertising in Italy
Edoardo Novelli
Chapter 14: A String of Phenomena: A Meta-Ethnographic Synthesis of Qualitative Studies and Reviews of the Advertising Campaign of the 13th General Election in Malaysia
Aida Mokhtar
Chapter 15: The lousy avalanche: Political advertising in Mexico
Julio Juarez-Gamiz & Marco Arellano-Toledo
Chapter 16: Political Advertising in Turkey
Baki Can
Chapter 17: Political Advertising in Spain (1977-2015): From education to indirect effects
Teresa Sadaba & Matias Jove
Chapter 18: The Longest Running Series on Television: Party Political Broadcasting in Britain
Simon Cross and Dominic Wring
Part III: Purchase of Airtime for Electoral Advertising
Chapter 19: Bulgaria: Election Advertising in mediatized politics
Lilia Raycheva
Chapter 20: Audio-visual political advertising in Finland
Tom Moring
Chapter 21: Media, Political Advertising and Election Campaigning in Russia
Sergei A. Samoilenko & Elina Erzikova
Chapter 22: Sweden: Ten years with television advertising
Bengt Johansson
Chapter 23: The Wild, Wild West: Political Advertising in the United States
Marion Just & Ann Crigler
Part IV: Airtime With No Charge And For Purchase
Chapter 24: Political advertising in Australia: The dominance of television
Rodney Smith & Stephen Mills
Chapter 25: Political Advertising in Canada: Navigating the waters of free and fair elections
Guy Lachapelle & Tristan Masson
Chapter 26: Political Advertising in Colombia: Between the Narratives of War and Peace
Miguel Garcia-Sanchez & Jair Alberto Arciniegas
Chapter 27: A serious matter: Political advertising in Germany
Christina Holtz-Bacha
Chapter 28: Japanese Political Advertising in a Changing Media and Electoral Environment
Jinah Lee
Chapter 29: Political advertising in the Netherlands: (still) little ado about (almost) nothing
Rens Vliegenthart & Sanne Kruikemeier
Chapter 30: Towards Professionalization and Americanization: Audiovisual Political Advertising in Poland (1989-2015)
Boguslawa Dobek-Ostrowska
Chapter 31: The Rise of Television Advertising in a Traditional Campaign Environment: The Case of South Africa
Robert Mattes & Ian Glenn
Part V: Conclusion
32. Conclusion: Democracy and Political Advertising
Marion Just
