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Routledge Handbook of Political Advertising

by Christina (University of Erlangen-Nuremberg, Germany.) Holtz-Bacha

Part of the Routledge International Handbooks Series

Routledge Handbook of Political Advertising Synopsis

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

Routledge Handbook of Political Advertising Press Reviews

'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

Book Information

ISBN: 9781138908307
Publication date: 1st March 2017
Author: Christina (University of Erlangen-Nuremberg, Germany.) Holtz-Bacha
Publisher: Routledge an imprint of Taylor & Francis Ltd
Format: Hardback
Pagination: 418 pages
Categories: Political campaigning & advertising, Political structure & processes, TV & society, Press & journalism,

About Christina (University of Erlangen-Nuremberg, Germany.) Holtz-Bacha

Christina Holtz-Bacha is Professor of Communication at Friedrich-Alexander University Erlangen-Nurnberg, 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 ...

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