[PDF] Political Tv Advertisements As A Part Of Political Marketing In Us Elections eBook

Author : Stefanie Rescher
Publisher :
Page : 28 pages
File Size : 10,51 MB
Release : 2018-03
Category :
ISBN : 9783668638525

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Studienarbeit aus dem Jahr 2017 im Fachbereich Amerikanistik - Kultur und Landeskunde, Note: 1,3, Universität Hamburg, Sprache: Deutsch, Abstract: There is no other country apart from the United States of America in which campaigning takes such a large part of the election process. Political debates on television, public speeches of the candidates, advertisements on the internet and TV - it all starts many months before the actual election and millions of US-$ are spent. Once the final candidate for the Democratic and the Republican Party is elected, about five months before the election, the election campaign features those two candidates only. Already due to their party affiliation their political opinions differ, which mostly results in an intense campaign. This was also the case in the previous election in 2016 in which the final candidates - Hillary Clinton for the Democratic Party and Donald Trump for the Republican Party - could not be more different. Trump, the clearly underestimated candidate, who first surprised the world as he won the primaries, landed an even bigger surprise when he was elected as president. His language and appearance polarized throughout the campaign and the question arose, how he managed to persuade almost the majority of the American citizens. This term paper focuses on political TV ads as a part of political marketing and more specifically on the final pitch of Trump and Clinton to their potential voters, in other words their last aired TV advertisements. In the first two chapters the theoretical framework is provided. At first political marketing, the significance and different kinds of TV ads and the closing ad in particular, are explained. Afterwards the theoretical criteria for the analysis of the closing ads are presented, e.g. the AIDA model, the concept of political framing and the rhetorical political analysis. In the main part Trump's closing ad is analyzed in detail and is compared to Clinton's final ad afterwards, wherea

Author : Erika Franklin Fowler
Publisher : Routledge
Page : 241 pages
File Size : 34,15 MB
Release : 2018-05-04
Category : Political Science
ISBN : 0429977905

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Political advertising is as important as ever, ad spending records are broken each election cycle, and the volume of ads aired continues to increase. Political Advertising in the United States is a comprehensive survey of the political advertising landscape and its influence on voters. The authors, co-directors of the Wesleyan Media Project, draw from the latest data to analyze how campaign finance laws have affected the sponsorship and content of political advertising, how 'big data' has allowed for more sophisticated targeting, and how the Internet and social media has changed the distribution of ads. With detailed analysis of presidential and congressional campaign ads and discussion questions in each chapter, this accessibly written book is a must-read for students, scholars and practitioners who want to understand the ins and outs of political advertising.

Author : Erika Franklin Fowler
Publisher : Routledge
Page : 199 pages
File Size : 28,1 MB
Release : 2021-11-24
Category : Political Science
ISBN : 1000468097

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Political Advertising in the United States examines the volume, distribution, content, and effects of political advertising in congressional and presidential elections. The book considers the role of television ads using extensive data on ad airings on local broadcast stations. It also analyzes newly available data on paid digital ads, including ads on Facebook, Instagram, Google, and YouTube. The book covers the role of outside groups in airing ads, including the rise of dark money groups and gaps in existing federal campaign finance laws around transparency of outside group spending. The authors consider how ad sponsors design and target ads. They also review the positive and negative implications of an electoral system where billions are spent on paid advertising. With detailed analysis of presidential and congressional campaign ads and discussion questions in each chapter, this accessibly written book is a must-read for students, scholars, and practitioners who want to understand the ins and outs of political advertising. New to the Second Edition • Covers the spending, content, and tone of political advertising in the 2016 and 2020 presidential elections and the 2018 midterms, looking ahead to 2022 and 2024. • Addresses the interference of foreign actors in elections and their connection to political advertising. • Expands the discussion of digital political advertising and incorporates this topic into every chapter. • Adds a new chapter specifically addressing digital ad content and spending. • Includes data from the Facebook, Google, and Snapchat ad libraries and explores the role of these companies in regulating the sale of political advertising. • Incorporates new data on the effects of race and gender in advertising, including what is known about the way in which advertising may activate prejudicial attitudes.

Author : James A. Thurber
Publisher : Rowman & Littlefield
Page : 202 pages
File Size : 37,51 MB
Release : 2001-09-19
Category : Political Science
ISBN : 9780815798958

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Political advertising plays a key role in modern electioneering and has formed part of political campaigns since the earliest federal elections were held in the United States. As modes of mass communication have evolved, so have the venues for campaign advertising—from newspapers to radio and television, and today, the Internet. Not only have the outlets for political advertising expanded over the past twenty years, so have the number of groups using it to convey information and advance their points of view. Because political advertising has become such a pervasive medium for candidates, political parties, and special interest groups, understanding its role in election campaigns becomes all the more important. Crowded Airwaves gathers some of the most significant new work in American political advertising and communication. The contributors provide an objective and balanced analysis of political advertising: its causes, its growth, and its consequences on elections in the United States. The chapters in this volume tackle three of the most interesting and most complicated issues in political advertising today: the characterization of ads and the need to measure their impact; the agenda-setting and priming effects of ads; and the role and implications of issue advertising for the electorate. The contributors focus in particular on the effects and consequences of negative advertising. Crowded Airwaves will appeal to readers who are interested in political campaigns and communication. It will be of special importance to those concerned with the tone and content of electoral campaigns and political discourse.

Author : Barbara Allen
Publisher : Rowman & Littlefield
Page : 475 pages
File Size : 43,62 MB
Release : 2018-10-18
Category : Business & Economics
ISBN : 1498531601

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Focusing on the U.S. 2008 general elections, this study shows the links between inaccurate political ad claims and negativity, sound and visual distortions that influence voter cognition, and voter knowledge and behavior. Knowing less and voting more appears to be the troubling news in an age of post-factual democracies.

Author : Lynda Lee Kaid
Publisher : SAGE Publications
Page : 505 pages
File Size : 30,73 MB
Release : 2006-06-14
Category : Political Science
ISBN : 1452261547

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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.

Author : Christina Holtz-Bacha
Publisher : Routledge
Page : 574 pages
File Size : 28,50 MB
Release : 2017-02-24
Category : Political Science
ISBN : 1317439775

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This Handbook provides the most comprehensive overview of the role of electoral advertising on television and new forms of advertising in countries from all parts of the world currently available. Thematic chapters address advertising effects, negative ads, the perspective of practitioners and gender role. Country chapters summarize research on issues including political and electoral systems; history of ads; the content of ads; reception and effects of ads; regulation of political advertising on television and the Internet; financing political advertising; and prospects for the future. The Handbook confirms that candidates spend the major part of their campaign budget on television advertising. The US enjoys a special situation with almost no restrictions on electoral advertising whereas other countries have regulation for the time, amount and sometimes even the content of electoral advertising or they do not allow television advertising at all. The role that television advertising plays in elections is dependent on the political, the electoral and the media context and can generally be regarded as a reflection of the political culture of a country. The Internet is relatively unregulated and is the channel of the future for political advertising in many countries

Author : Glenn W. Richardson
Publisher : Rowman & Littlefield
Page : 216 pages
File Size : 34,81 MB
Release : 2008
Category : Political Science
ISBN : 9780742556287

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Pulp Politics helps us understand how political ads work by exploring how people think and feel, how our brains work, and how we tell and listen to stories. The book dissents from much popular and scholarly opinion that contends that political advertising only despoils democracy. It proposes that the fabric of popular culture, not the essentials of informed consent, constitutes the communicative core of contemporary political campaigns. The book subjects campaign spots to compellingly detailed and nuanced analysis.

Author : Travis N. Ridout
Publisher : Temple University Press
Page : 200 pages
File Size : 43,20 MB
Release : 2011-03-25
Category : Business & Economics
ISBN : 1439903336

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The Persuasive Power of Campaign Advertising offers a comprehensive overview of political advertisements and their changing role in the Internet age. Travis Ridout and Michael Franz examine how these ads function in various kinds of campaigns and how voters are influenced by them. The authors particularly study where ads are placed, asserting that television advertising will still be relevant despite the growth of advertising on the Internet. The authors also explore the recent phenomenon of outrageous ads that "go viral" on the web-which often leads to their replaying as television news stories, generating additional attention. It also features the first analysis of the impact on voters of media coverage of political advertising and shows that televised political advertising continues to have widespread influence on the choices that voters make at the ballot box.

Author : Nathaniel Persily
Publisher : Cambridge University Press
Page : 365 pages
File Size : 12,69 MB
Release : 2020-09-03
Category : Business & Economics
ISBN : 1108835554

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A state-of-the-art account of what we know and do not know about the effects of digital technology on democracy.