1st Edition

Routledge Handbook of Political Advertising

Edited By Christina Holtz-Bacha, Marion R. Just Copyright 2017
    438 Pages
    by Routledge

    438 Pages 21 B/W Illustrations
    by Routledge

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    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

    Table of Contents

    List of Tables

    List of Figures


    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

    Martín D’Alessandro

    Chapter 8: Prime Time Electoral Propaganda: the Brazilian Model of Free Airtime

    Alessandra Aldé & Felipe Borba

    Chapter 9: Political Advertising in Chile: State of play in a period of changes

    Alberto Pedro López-Hermida Russo

    Chapter 10: The Role of Political Advertising in the Czech Republic

    Jan Jirák & Anna Matušková

    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

    Jolán Róka

    Chapter 13: Political advertising in Italy


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

    '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