SAGE Handbook of Political Advertising

Lynda Lee Kaid (Ph.D., M.S., B.A., Southern Illinois University) is Professor of Telecommunications and Senior Associate Dean of the College of Journalism and Communications at the University of Florida. She previously served as the Director of the Political Communication Center and supervised the Political Commercial Archive at the University of Oklahoma. Her research specialties include political advertising and news coverage of political events. A Fulbright Scholar, she has also done work on political television in several Western European countries. She is the author/editor of 14 books, including the Handbook of Political Communication Research, Videostyle in Presidential Campaigns, The Electronic Election, New Perspectives on Political Advertising, Mediated Politics in Two Cultures, Political Advertising in Western Democracies (SAGE, 1995), and Political Campaign Communication: A Bibliography and Guide to the Literature. She has received over $1 million in external grant funds for her research efforts, including support from the U. S. Department of Commerce, the U.S. Department of Education, the National Endowment for the Humanities, and the National Science Foundation. She is a former chair of the Political Communication Divisions of ICA and NCA and has also served in leadership roles the American Political Science Association and the Association for Education in Journalism and Mass Communication. Christina Holtz-Bacha (Ph.D.) is the current chair of ICA’s Political Communication Division.  In addition to her position at the University of Mainz (where she has taught since 1995), she has held positions at the University of Munich, the University of Bochum, the University of Minnesota—Minneapolis, and was a Fellow at the Shorenstein Center/John F. Kennedy School of Government at Harvard University in 1999.  She is co-editor of the German journal Publizistik and sits on the editorial boards of Journal of Communication, Journal of Political Marketing; and European Journal of Communication.She is co-editor with Lynda Lee Kaid of Political Advertising in Western Democracies (SAGE, 1995).

"The new work includes substantial information on the state of political advertising in developing democratic countries in eastern Europe, Asia, and Africa. It would be useful as a beginning reference for individuals looking for background information on political advertising in various countries."

• List of TablesList of FiguresAcknowledgmentsPart I. An International Context for Political Advertising1. Political Advertising in International Comparison - Christina Holtz-Bacha and Lynda Lee Kaid2. Methodologies for the Study of Political Advertising - Anne JohnstonPart II. Political Advertising in Commercial Broadcasting Systems3. Political Advertising in the United States - Lynda Lee KaidPart III. Political Advertising in Public Television Systems4. Political Advertising in the United Kingdom - Margaret Scammell and Ana Inés Langer5. Election Broadcasts in France - Lynda Lee Kaid and Nathalie Gagnère6. Political Advertising in Spain and Portugal - Colleen Connolly-Ahern and Julio César Herrero7. From Electoral Propaganda to Political Advertising in Israel - Dan Caspi and Baruch Leshem8. Political Advertising and Democracy in Brazil - Mauro P. Porto9. Political Advertising in Chile - Markus MokePart IV. Dual Systems of Public and Commercial Political Advertising10. Political Advertising in Germany - Christina Holtz-Bacha11. Political Advertising on Television in the Nordic and Baltic States - Tom Moring12. Polispots in Greece: Between Partisanship and Media Logic - Athanassios N. Samaras and Stylianos Papathanassopoulos13. Sure to Come, But Temporarily Delayed: The Netherlands in Search of the Political Ad - Kees Brants14. TV Political Advertising in Italy: When Politicians Are Afraid - Gianpietro Mazzoleni15. Political Advertising in Mexico - José-Carlos Lozano16. Political Advertising in Australia and New Zealand - Julianne Stewart17. Political Advertising in Japan, South Korea, and Taiwan - Jinyoung TakPart V. Political Advertising Developments in Evolving Democracies18. A Spiral of Post-Soviet Cynicism: The First Decade of Political Advertising in Russia - Sarah Oates19. Political Communication and Advertising in Poland - Wojciech Cwalina and Andrzej Falkowski20. Political Advertising in Hungarian Electoral Communications - Jolán Róka21. Fifteen Years of Televised Political Advertising Developments in Bulgaria - Lilia Raycheva22. Political Advertising in a “New” Democracy: The Czech Republic - Jan Jirák and Otakar Šoltys23. Persuading Voters and Political Advertising in Turkey - Baki Can24. Political Advertising in Emerging Democracies: The Philippines, Hong Kong, Singapore, Indonesia, and Malaysia - Lars Willnat and Annette Aw25. Deficient Democracies, Media Pluralism, and Political Advertising in West Africa - Frank Wittmann and Baba Thiam26. Political Advertising in South Africa - Ruth Teer-TomaselliPart VI. Comparisons and Conclusions27. Television Advertising and Democratic Systems Around the World: A Comparison of Videostyle Content and Effects - Lynda Lee Kaid and Christina Holtz-BachaIndexAbout the Authors