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The SAGE Handbook of Political Advertising

The SAGE Handbook of Political Advertising

  • Lynda Lee Kaid - University of Florida, USA
  • Christina Holtz-Bacha - University of Erlangen-Nuremberg, Germany, University of Erlangen-Nürnberg, Germany, Johannes Gutenberg University of Mainz, Germany

June 2006 | 504 pages | SAGE Publications, Inc
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.  

List of Tables
List of Figures
Part I. An International Context for Political Advertising
Christina Holtz-Bacha and Lynda Lee Kaid
1. Political Advertising in International Comparison
Anne Johnston
2. Methodologies for the Study of Political Advertising
Part II. Political Advertising in Commercial Broadcasting Systems
Lynda Lee Kaid
3. Political Advertising in the United States
Part III. Political Advertising in Public Television Systems
Margaret Scammell and Ana Inés Langer
4. Political Advertising in the United Kingdom
Lynda Lee Kaid and Nathalie Gagnère
5. Election Broadcasts in France
Colleen Connolly-Ahern and Julio César Herrero
6. Political Advertising in Spain and Portugal
Dan Caspi and Baruch Leshem
7. From Electoral Propaganda to Political Advertising in Israel
Mauro P. Porto
8. Political Advertising and Democracy in Brazil
Markus Moke
9. Political Advertising in Chile
Part IV. Dual Systems of Public and Commercial Political Advertising
Christina Holtz-Bacha
10. Political Advertising in Germany
Tom Moring
11. Political Advertising on Television in the Nordic and Baltic States
Athanassios N. Samaras and Stylianos Papathanassopoulos
12. Polispots in Greece: Between Partisanship and Media Logic
Kees Brants
13. Sure to Come, But Temporarily Delayed: The Netherlands in Search of the Political Ad
Gianpietro Mazzoleni
14. TV Political Advertising in Italy: When Politicians Are Afraid
José-Carlos Lozano
15. Political Advertising in Mexico
Julianne Stewart
16. Political Advertising in Australia and New Zealand
Jinyoung Tak
17. Political Advertising in Japan, South Korea, and Taiwan
Part V. Political Advertising Developments in Evolving Democracies
Sarah Oates
18. A Spiral of Post-Soviet Cynicism: The First Decade of Political Advertising in Russia
Wojciech Cwalina and Andrzej Falkowski
19. Political Communication and Advertising in Poland
Jolán Róka
20. Political Advertising in Hungarian Electoral Communications
Lilia Raycheva
21. Fifteen Years of Televised Political Advertising Developments in Bulgaria
Jan Jirák and Otakar Šoltys
22. Political Advertising in a “New” Democracy: The Czech Republic
Baki Can
23. Persuading Voters and Political Advertising in Turkey
Lars Willnat and Annette Aw
24. Political Advertising in Emerging Democracies: The Philippines, Hong Kong, Singapore, Indonesia, and Malaysia
Frank Wittmann and Baba Thiam
25. Deficient Democracies, Media Pluralism, and Political Advertising in West Africa
Ruth Teer-Tomaselli
26. Political Advertising in South Africa
Part VI. Comparisons and Conclusions
Lynda Lee Kaid and Christina Holtz-Bacha
27. Television Advertising and Democratic Systems Around the World: A Comparison of Videostyle Content and Effects
About the Authors

"The new work includes substantial information on the state of political advertising in developing democratic countries in eastern Europe, Asia, and Africa. It would be useful as a beginning reference for individuals looking for background information on political advertising in various countries."

S. Lichtenauer
University of Colorado at Boulder
Key features
  • Examines the evolution and effects of political advertising within many democracies
  • Offers comprehensive coverage on political, media, and cultural implications of political advertising in countries throughout the world, including the United States, Europe, Russia, Africa, Asia, and Latin America
  • Includes examples from the 2004 European Parliamentary elections and the 2004 US presidential election

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ISBN: 9781452261546

ISBN: 9781412917957

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