Synopses & Reviews
Synopsis
In recent years political campaigns in Western democracies have relied increasingly upon television advertising to promote candidates and//or political parties. Campaigns in North America were the first to channel political messages in this way and many European campaigns have been based on the United States models. This comparative analysis highlights the differences and the similarities of campaigns in Western democracies.
The various campaign styles, their methods and approaches reflect the unique political and cultural traditions of each country. Written by renowned contributors, the chapters are based on the most recent campaigns in the countries represented.
Synopsis
"An interesting study about political advertising on TV.... The material in the book can work as a good guide for both the Ministry of information and Broadcasting (including Doordarshan bosses) and major political parties while preparing to use TV as an effective medium for the next election campaign." --The Hindustan Times "This invaluable work significantly advances the cross-national, comparative study of political advertising broadly defined. In pellucid prose, the editors and contributors identify commonalities and differences among media systems, regulations, contents, and styles and point to their likely impact and effects. It is essential reading." --David L. Paletz, Duke University In recent years, political campaigns in Western democracies have increasingly relied on television advertising to promote candidates and/or political parties. Although North America was the first to channel political messages in this way and many European campaigns have been based on the U.S. model, Political Advertising in Western Democracies highlights the differences as well as the similarities of campaigns in Western democracies. The various campaign styles, their methods, and approaches reflect the unique political and cultural traditions of each country. Viewed individually and comparatively, they formulate the first comprehensive study to date on the role that television plays in the electoral process. The chapters, written by well-known contributors, are all based on original research of the most recent campaigns in England, France, Germany, Italy, Israel, Denmark, the Netherlands, Finland, and the United States. An invaluable resource for anyone interested in this topic, PoliticalAdvertising in Western Democracies is also an ideal supplement for courses such as Survey of Political Communication, Mass Communication and Politics, International Communication, Political Advertising, Comparative Political Communication, and Political Campaigning.
Table of Contents
An introduction to parties and candidates on television / Lynda Lee Kaid and Christina Holtz-Bacha -- A comparative perspective on political advertising : media and political system characteristics / Christina Holtz-Bacha and Lynda Lee Kaid -- Political advertising on television : the British experience / Margaret Scammell and Holli A. Semetko -- The role of television broadcasts in promoting French presidential candidates / Anne Johnston and Jacques Gerstlâe -- Television spots in German national elections : contents and effects / Christina Holtz-Bacha and Lynda Lee Kaid -- The presentation of Italian candidates and parties in television advertising / Gianpietro Mazzoleni and Cynthia S. Roper -- Overcoming adversity and diversity : the utility of television political advertising in Israel / Akiba A. Cohen and Gadi Wolfsfeld -- Political advertising in Denmark / Karen Siune -- The blank spot : political advertising in the Netherlands / Kees Brants -- The North European exception : political advertising on TV in Finland / Tom Moring -- Political commercials in American presidential elections / L. Patrick Devlin -- Political advertising across cultures : comparing content, styles, and effects / Lynda Lee Kaid and Christina Holtz-Bacha.