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The Routledge Handbook of Political Advertising: A Comprehensive Guide to Contemporary Campaigning

Edward Bell

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Published in Routledge Handbook Of Political Advertising (Routledge International Handbooks)

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Political advertising is a ubiquitous feature of modern electoral campaigns. In the United States, for example, candidates for office spent over $6 billion on advertising in the 2020 election cycle. This figure is only expected to increase in the years to come.

Routledge Handbook of Political Advertising (Routledge International Handbooks)

by Andrew Maraniss

4.7 out of 5

Language	:	English
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Print length	:	439 pages

The Routledge Handbook of Political Advertising provides a comprehensive overview of the latest research and theory on political advertising. This volume brings together leading scholars from around the world to explore the key issues and debates in the field, including the role of advertising in electoral campaigns, the impact of advertising on voters, and the ethical implications of political advertising.

The Role of Advertising in Electoral Campaigns

Advertising plays a vital role in electoral campaigns. It can be used to raise awareness of a candidate or issue, to persuade voters to support a particular candidate or party, and to mobilize voters to turn out on Election Day.

Advertising can be used to reach a wide range of voters, including those who are not paying close attention to the campaign. It can also be used to target specific groups of voters, such as swing voters or undecided voters.

However, advertising can also be a costly and ineffective way to reach voters. In some cases, advertising may even backfire and damage a candidate's chances of winning.

The Impact of Advertising on Voters

The impact of advertising on voters is complex and multifaceted. Advertising can affect voters' perceptions of the candidates and the issues, their voting intentions, and their overall political engagement.

Advertising can be effective in changing voters' perceptions of the candidates. For example, advertising can make a candidate appear more likeable, more competent, or more trustworthy. Advertising can also be used to highlight a candidate's strengths and weaknesses, and to attack the opposition.

Advertising can also be effective in influencing voters' voting intentions. For example, advertising can persuade voters to vote for a particular candidate or party, or to vote on a particular issue. Advertising can also be used to mobilize voters to turn out on Election Day.

However, advertising is not always effective in changing voters' minds. In some cases, advertising may have no effect on voters' perceptions or voting intentions. In other cases, advertising may even backfire and damage a candidate's chances of winning.

The Ethical Implications of Political Advertising

The use of advertising in political campaigns raises a number of ethical concerns. These concerns include the potential for advertising to deceive voters, to unfairly influence the outcome of elections, and to undermine the democratic process.

One of the most common ethical concerns about political advertising is that it can be deceptive. Political ads often contain false or misleading information, and they may use emotional appeals to manipulate voters' emotions. This can make it difficult for voters to make informed decisions about the candidates and the issues.

Another ethical concern about political advertising is that it can unfairly influence the outcome of elections. Candidates with more money can afford to buy more advertising, and this can give them a significant advantage over their opponents. This can make it difficult for challengers to unseat incumbents, and it can make it difficult for new voices to be heard.

Finally, political advertising can undermine the democratic process. Advertising can be used to spread misinformation and to create a negative atmosphere in which it is difficult to have a constructive dialogue about the issues. This can make it difficult for voters to make informed decisions about the candidates and the issues, and it can make it difficult for the public to hold elected officials accountable.

The Routledge Handbook of Political Advertising is a valuable resource for anyone interested in the role of advertising in electoral campaigns. This volume provides a comprehensive overview of the latest research and theory on political advertising, and it explores the key issues and debates in the field. The Routledge Handbook of Political Advertising is an essential read for anyone who wants to understand the impact of advertising on voters and the democratic process.

Routledge Handbook of Political Advertising (Routledge International Handbooks)

by Andrew Maraniss

4.7 out of 5