Central European Journal of Communication

Central European Journal of Communication (ISSN 1899-5101) – the official Journal of the Polish Communication Association is published twice a year.

You are here: Home > List of issues > 2018 > Central European Journal of Communication Volume 11 No 1(21) Fall 2018 > Political advertising - a research overview

Political advertising - a research overview

Christina Holtz-Bacha 
FRIEDRICH-ALEX ANDER -UNIVERSITÄT ERL ANGEN-NÜRNBERG, GERMANY

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.

 

DOI: 10.19195/1899-5101.11.2(21).4

KEYWORDS: Political advertising, elections, campaigns.

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