The SAGE Handbook of Political Advertising

by Lynda Lee Kaid

• ISBN13: 9781412917957
• ISBN10: 1412917956
• Format: Hardcover
• Copyright: 2006-06-14
• Publisher: Sage Publications, Inc

Summary

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.

Table of Contents

List of Tables	viii
List of Figures	x
Acknowledgments	xi
PART I. AN INTERNATIONAL CONTEXT FOR POLITICAL ADVERTISING
Political Advertising in International Comparison	3	(12)
Christina Holtz-Bacha
Lynda Lee Kaid
Methodologies for the Study of Political Advertising	15	(22)
Anne Johnston
PART II. POLITICAL ADVERTISING IN COMMERCIAL BROADCASTING SYSTEMS
Political Advertising in the United States	37	(28)
Lynda Lee Kaid
PART III. POLITICAL ADVERTISING IN PUBLIC TELEVISION SYSTEMS
Political Advertising in the United Kingdom	65	(18)
Margaret Scammell
Ana Ines Langer
Election Broadcasts in France	83	(14)
Lynda Lee Kaid
Nathalie Gagnere
Political Advertising in Spain and Portugal	97	(12)
Colleen Connolly-Ahern
Julio Cesar Herrero
From Electoral Propaganda to Political Advertising in Israel	109	(20)
Dan Caspi
Baruch Leshem
Political Advertising and Democracy in Brazil	129	(16)
Mauro P. Porto
Political Advertising in Chile	145	(18)
Markus Moke
PART IV. DUAL SYSTEMS OF PUBLIC AND COMMERCIAL POLITICAL ADVERTISING
Political Advertising in Germany	163	(18)
Christina Holtz-Bacha
Political Advertising on Television in the Nordic and Baltic States	181	(30)
Tom Moring
Polispots in Greece: Between Partisanship and Media Logic	211	(16)
Athanassios N. Samaras
Stylianos Papathanassopoulos
Sure to Come, But Temporarily Delayed: The Netherlands in Search of the Political Ad	227	(14)
Kees Brants
TV Political Advertising in Italy: When Politicians Are Afraid	241	(18)
Gianpietro Mazzoleni
Political Advertising in Mexico	259	(10)
Jose-Carlos Lozano
Political Advertising in Australia and New Zealand	269	(16)
Julianne Stewart
Political Advertising in Japan, South Korea, and Taiwan	285	(24)
Jinyoung Tak
PART V. POLITICAL ADVERTISING DEVELOPMENTS IN EVOLVING DEMOCRACIES
A Spiral of Post-Soviet Cynicism: The First Decade of Political Advertising in Russia	309	(16)
Sarah Oates
Political Communication and Advertising in Poland	325	(18)
Wojciech Cwalina
Andrzej Falkowski
Political Advertising in Hungarian Electoral Communications	343	(16)
Jolan Roka
Fifteen Years of Televised Political Advertising Developments in Bulgaria	359	(18)
Lilia Raycheva
Political Advertising in a ``New'' Democracy: The Czech Republic	377	(10)
Jan Jirak
Otakar Soltys
Persuading Voters and Political Advertising in Turkey	387	(12)
Baki Can
Political Advertising in Emerging Democracies: The Philippines, Hong Kong, Singapore, Indonesia, and Malaysia	399	(18)
Lars Willnat
Annette Aw
Deficient Democracies, Media Pluralism, and Political Advertising in West Africa	417	(12)
Frank Wittmann
Baba Thiam
Political Advertising in South Africa	429	(16)
Ruth Teer-Tomaselli
PART VI. COMPARISONS AND CONCLUSIONS
Television Advertising and Democratic Systems Around the World: A Comparison of Videostyle Content and Effects	445	(14)
Lynda Lee Kaid
Christina Holtz-Bacha
Index	459	(26)
About the Authors	485