Routledge Handbook of Political Advertising: 1st Edition (Hardback) book cover

Routledge Handbook of Political Advertising

1st Edition

Edited by Christina Holtz-Bacha, Marion R. Just


418 pages | 21 B/W Illus.

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pub: 2017-03-01
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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


'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

Table of Contents

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

Edoardo Novelli

Chapter 14: 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

Chapter 15: The lousy avalanche: Political advertising in Mexico

Julio Juárez-Gámiz & Marco Arellano-Toledo

Chapter 16: Political Advertising in Turkey

Baki Can

Chapter 17: Political Advertising in Spain (1977-2015): From education to indirect effects

Teresa Sádaba & Matias Jove

Chapter 18: The Longest Running Series on Television: Party Political Broadcasting in Britain

Simon Cross and Dominic Wring

Part III: Purchase of Airtime for Electoral Advertising

Chapter 19: Bulgaria: Election Advertising in mediatized politics

Lilia Raycheva

Chapter 20: Audio-visual political advertising in Finland

Tom Moring

Chapter 21: Media, Political Advertising and Election Campaigning in Russia

Sergei A. Samoilenko & Elina Erzikova

Chapter 22: Sweden: Ten years with television advertising

Bengt Johansson

Chapter 23: The Wild, Wild West: Political Advertising in the United States

Marion Just & Ann Crigler

Part IV: Airtime With No Charge And For Purchase

Chapter 24: Political advertising in Australia: The dominance of television

Rodney Smith & Stephen Mills

Chapter 25: Political Advertising in Canada: Navigating the waters of free and fair elections

Guy Lachapelle & Tristan Masson

Chapter 26: Political Advertising in Colombia: Between the Narratives of War and Peace

Miguel García-Sánchez & Jair Alberto Arciniegas

Chapter 27: A serious matter: Political advertising in Germany

Christina Holtz-Bacha

Chapter 28: Japanese Political Advertising in a Changing Media and Electoral Environment

Jinah Lee

Chapter 29: Political advertising in the Netherlands: (still) little ado about (almost) nothing

Rens Vliegenthart & Sanne Kruikemeier

Chapter 30: Towards Professionalization and Americanization: Audiovisual Political Advertising in Poland (1989-2015)

Bogusława Dobek-Ostrowska

Chapter 31: The Rise of Television Advertising in a Traditional Campaign Environment: The Case of South Africa

Robert Mattes & Ian Glenn

Part V: Conclusion

32. Conclusion: Democracy and Political Advertising

Marion Just

About the Editors

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.

About the Series

Routledge International Handbooks

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Subject Categories

BISAC Subject Codes/Headings:
SOCIAL SCIENCE / Media Studies