Political Advertising in International Comparison

Abstract

Due to the proliferation of television, and further supported by the candidate-centered electoral system, political advertising on television soon became the most important campaign channel in the US and at the same time triggered academic research that was particularly interested in the strategies of the ads and in their effects. Internationally, political advertising attracted increased attention when the Americanization hypothesis became popular in the field of political communication, assuming that US style campaigning would sooner or later spread worldwide. Even though political advertising is meant to be an opportunity for parties and candidates to determine for themselves how to present their goals to the electorate, there may be some general provisions and also more specific restrictions for the verbal and visual content of the spots.

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