Title: Political Advertising in International Comparison
Abstract: Chapter 27 Political Advertising in International Comparison Christina Holtz-Bacha, Christina Holtz-BachaSearch for more papers by this author Christina Holtz-Bacha, Christina Holtz-BachaSearch for more papers by this author Book Editor(s):Hong Cheng, Hong ChengSearch for more papers by this author First published: 24 January 2014 https://doi.org/10.1002/9781118378465.ch27Citations: 8 AboutPDFPDF ToolsRequest permissionExport citationAdd to favoritesTrack citation ShareShareShare a linkShare onFacebookTwitterLinked InRedditWechat Summary Due to the proliferation of television, and further supported by the candidate-centered electoral system, political advertising on television soon became the most important campaign channel in the US and at the same time triggered academic research that was particularly interested in the strategies of the ads and in their effects. Internationally, political advertising attracted increased attention when the Americanization hypothesis became popular in the field of political communication, assuming that US style campaigning would sooner or later spread worldwide. Even though political advertising is meant to be an opportunity for parties and candidates to determine for themselves how to present their goals to the electorate, there may be some general provisions and also more specific restrictions for the verbal and visual content of the spots. Citing Literature The Handbook of International Advertising Research RelatedInformation
Publication Year: 2014
Publication Date: 2014-01-24
Language: en
Type: other
Indexed In: ['crossref']
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Cited By Count: 34
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