Article

Political Advertising

Lynda Lee Kaid, Annabel Cherry and Maridith Miles

in Communication

ISBN: 9780199756841
Published online February 2011 | | DOI: http://dx.doi.org/10.1093/obo/9780199756841-0032
Political Advertising

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The study of political advertising encompasses research on how political candidates, parties, and interest groups use mass media messages to persuade voters, policymakers, and the general public that their viewpoint excels that of all the opposition. Political advertising constitutes the dominant form of communication for candidates in the United States and is an important promotional format in democracies around the world. In the United States, political advertising usually must be purchased by the sponsors, but in other countries such advertising may be paid, provided free on public communication outlets, or a combination of paid and free messages. Political advertising research has concentrated primarily on television and frequently at the presidential level, but also includes messages distributed via radio, newspapers, posters and other public display formats, direct mail, and, recently, the Internet. Most studies are concerned with the content of political advertising messages and their effects. Effects are often measured in terms of how well political advertising communicates information; influences evaluations or opinions of candidates, parties, and issues; and affects voting or other behavioral outcomes.

Article.  8567 words. 

Subjects: Communication Studies

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