Routledge Handbook of Political Advertising (Routledge International Handbooks)

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. -- Ample Opportunities Mostly Regulated : Political Advertising Across The World / Christina Holtz-bacha -- Modern Political Advertising / Steve Jarding, Steve Bouchard & Justin Hartley Methodological Approaches / Michael W. Kearney & Mary C. Banwart -- Gender And Political Advertising : Content And Effects / Dianne Bystrom -- Negative Advertising / Todd L. Belt -- The Effects Of Political Advertising / Travis N. Ridout & Jenny L. Holland -- Political Advertising In Argentina / Martín D'alessandro -- Prime Time Electoral Propaganda : The Brazilian Model Of Free Airtime / Alessandra Aldé & Felipe Borba -- Political Advertising In Chile : State Of Play In A Period Of Changes / Alberto Pedro López-hermida Russo -- The Role Of Political Advertising In The Czech Republic / Jan Jirák & Anna Matuková -- Political Advertising In France : The Story And Effects Of A Slow Liberalization / Alexandre Borrell & Jamil Dakhlia --^ Does Political Advertising Still Have An Impact On The Outcome Of Election Campaigns' Political Advertising In Hungary / Jolán Róka -- Political Advertising In Italy / Edoardo Novelli -- 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 -- The Lousy Avalanche : Political Advertising In Mexico / Julio Juárez-gámiz & Marco Arellano-toledo -- Political Advertising In Turkey / Baki Can -- Political Advertising In Spain (1977-2015) : From Education To Indirect Effects / Teresa Sádaba & Matias Jove -- The Longest Running Series On Television : Party Political Broadcasting In Britain / Simon Cross And Dominic Wring -- Bulgaria : Election Advertising In Mediatized Politics / Lilia Raycheva -- Audio-visual Political Advertising In Finland / Tom Moring -- Media, Political Advertising And Election Campaigning In Russia / Sergei A. Samoilenko & Elina Erzikova --^ Sweden : Ten Years With Television Advertising / Bengt Johansson -- The Wild, Wild West : Political Advertising In The United States / Marion Just & Ann Crigler -- Political Advertising In Australia : The Dominance Of Television / Rodney Smith & Stephen Mills -- Political Advertising In Canada : Navigating The Waters Of Free And Fair Elections / Guy Lachapelle & Tristan Masson -- Political Advertising In Colombia : Between The Narratives Of War And Peace / Miguel García-sánchez & Jair Alberto Arciniegas -- A Serious Matter : Political Advertising In Germany / Christina Holtz-bacha -- Japanese Political Advertising In A Changing Media And Electoral Environment / Jinah Lee -- Political Advertising In The Netherlands : (still) Little Ado About (almost) Nothing / Rens Vliegenthart & Sanne Kruikemeier -- Towards Professionalization And Americanization : Audiovisual Political Advertising In Poland (1989-2015) / Boguslawa Dobek-ostrowska --^ The Rise Of Television Advertising In A Traditional Campaign Environment : The Case Of South Africa / Robert Mattes & Ian Glenn -- Conclusion : Democracy And Political Advertising / Marion Just. Edited By Christina Holtz-bacha And Marion R. Just. Includes Bibliographical References And Index. Cover -- Half Title -- Endorsement -- Title Page -- Copyright Page -- Table of Contents -- List of Figures -- List of Tables -- Notes on contributors -- Part I General Perspectives -- 1 Ample Opportunities - Mostly Regulated: Political Advertising Across the World -- Regulatory Aspects -- Conclusion -- Notes -- References -- 2 Modern Political Advertising and Persuasion -- Introduction -- The Advent of Political Advertising on Television -- Legal and Regulatory Framework -- How Political Ads Are Produced -- Political Advertising Costs -- A Look to the Future -- (1) A Sizeable Increase in Overall Spending -- (2) The Majority of Growth in Advertising Will Be Due to Online ... -- (i) More Advertising Is Required for Less Return -- (ii) Increased Advertising Has Only a Short-term Effect -- (iii) People More Readily Avoid Watching Ads -- (3) In an Unchanged Regulatory Framework, Spending ... -- (4) Advertising and Testing Will Become More Ingenious and Innovative -- (a) Social Media "Trust Filters," "Civic Engagement" and "Nudge Effect"--(i) "Trust Filter" Effect -- (ii) "Civic Engagement" Effect -- (iii) "Nudge" Effect -- (b) Micro-targeted Advertising -- (c) Neuropolitics -- (d) Drones -- (e) Video Gaming -- (f) Virtual Reality Campaigning -- (g) Holographic Campaigning -- Conclusion -- References -- 3 Methodological Approaches -- Empirical Research -- Content Analysis Research -- Experimental Research -- Survey Research -- Summary and Conclusion -- References -- 4 Gender and Political Advertising: Content and Effects -- The Content of Television Ads Sponsored by Women Candidates -- Negative Versus Positive Tone -- "Feminine" Versus "Masculine" Issue Discussion -- "Feminine" Versus "Masculine" Image Traits -- "Feminine" Versus "Masculine" Appeal Strategies -- Nonverbal Content of Female and Male Candidate Television Ads 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.--Résumé de l'éditeur