Political advertising — a research overview

Authors

  • Christina Holtz-Bacha Friedrich-Alexander-Universität Erlangen-Nürnberg

DOI:

https://doi.org/10.19195/1899-5101.11.2(21).4

Keywords:

political advertising, elections, campaigns

Abstract

In the United States electoral advertising on television has always been the most important campaign tool. Even though social media are gaining relevance, a major share of the campaign budget still goes into TV advertising. In other parts of the world, electoral advertising on television is much more regulated, which may be the reason why this campaign tool has not reached the same relevance as in the U.S. Th is article provides a comprehensive overview of the different research perspectives and in particular discusses differences between the role of electoral advertising in the U.S. and other countries, which also pose a challenge for international comparisons.

Author Biography

Christina Holtz-Bacha, Friedrich-Alexander-Universität Erlangen-Nürnberg

Christina Holtz-Bacha, dr., professor, holds the Chair in Communication at Friedrich-Alexander-Universität Erlangen-Nürnberg. Her main research interests lie in the field of political communication, media systems, European media policy, and gender and media. Among her most recent publications is Political Campaigning in the Public Space. Election Posters Around the Globe (2017, co-edited with Bengt Johansson).

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Published

2018-10-11

How to Cite

Holtz-Bacha, C. (2018). Political advertising — a research overview. Central European Journal of Communication, 11(2(21), 166-176. https://doi.org/10.19195/1899-5101.11.2(21).4

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Section

Scientific Papers

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