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
Political Communication | Voting & Elections
- 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.
"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."