Routledge Handbook of Political Advertising

This comprehensive handbook explores the role of electoral advertising in various media, highlighting its significance in political campaigns worldwide, including the Routledge Handbook of Political Advertising.

The Routledge Handbook of Political Advertising offers an extensive examination of the impact of electoral advertising across various media platforms, including television and the internet. This comprehensive resource delves into the historical context and current practices of political advertising in different countries, providing insights into how these practices evolve with changing media landscapes. Thematic chapters cover a range of topics, such as the effects of negative advertising, the perspectives of practitioners, and the implications of gender roles within advertising strategies.

In addition to thematic discussions, the Routledge Handbook of Political Advertising features country-specific chapters that summarize key research findings on political and electoral systems. These chapters explore the history of political ads, their content, and the regulatory environments that shape advertising practices. Notably, the book highlights the significant portion of campaign budgets allocated to television advertising, particularly in the United States, where restrictions are minimal compared to other nations.

The handbook emphasizes that the influence of television advertising in elections is closely tied to the political, electoral, and media contexts of each country. As the landscape of political advertising continues to shift towards the internet, the book discusses the relatively unregulated nature of online platforms and their potential to become the primary channel for political messaging in the future. This resource is essential for anyone interested in understanding the complexities and dynamics of political advertising today.