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The SAGE Handbook of Political Advertising

Lynda Lee Kaid University of Florida, USA
University of Florida, USA
Christina Holtz-Bacha University of Erlangen-Nürnberg, Germany
Johannes Gutenberg University of Mainz, Germany
© 2006   504 pages   SAGE Publications, Inc   
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Hardcover ISBN: 9781412917957 $175.00
The SAGE Handbook of Political Advertising provides a comprehensive view of the role political advertising plays in democracies around the world. Editors Lynda Lee Kaid and Christina Holtz-Bacha, along with an international group of contributors, examine the differences as well as the similarities of political advertising in established and evolving democratic governments.  

Key Features:
  • Offers an international perspective: This Handbook examines the political television advertising process that has evolved in democracies around the world, including countries in Asia, Europe, Australia, Africa, Latin America, and North America. In addition, a comparative overview addresses the effects of political advertising on the voters and the systems of which it is a part.
  • Provides comprehensive coverage: For each country presented, an analysis is given of its political advertising history, its cultural implications, the political and regulatory systems related to political advertising, the effects of media system structures, and the effects of new technologies. 
  • Includes examples from recent elections: The role specific candidate- or party-controlled television plays in a specific region’s electoral process is examined. Original research on recent elections confirms the expanding significance of this form of political communication.

This is an excellent resource for media professionals and practicing journalists, as well as a welcome addition to any academic library. It can also be used as a textbook for advanced undergraduate and graduate courses on Political Advertising in the fields of Political Science, Communication, Broadcasting, Journalism, and International Relations.  

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