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Routledge Handbook of Political Advertising: Routledge International Handbooks

Editat de Christina Holtz-Bacha, Marion R. Just
en Limba Engleză Hardback – mar 2017
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
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Specificații

ISBN-13: 9781138908307
ISBN-10: 1138908304
Pagini: 438
Ilustrații: 42
Dimensiuni: 174 x 246 x 28 mm
Greutate: 0.88 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Seria Routledge International Handbooks

Locul publicării:Oxford, United Kingdom

Public țintă

Postgraduate and Undergraduate

Notă biografică

Christina Holtz-Bacha is Professor of Communication at Friedrich-Alexander University Erlangen-Nürnberg, Germany. She was a visiting scholar at the University of Minnesota in Minneapolis, a Research Fellow at the Shorenstein Center, Harvard University and a guest researcher at the University of Gothenburg, Sweden. She is presently the Chair of the Political Communication Research Section of IAMCR. Her research interests are political communication, media systems and media policy.
Marion R. Just is Professor of Political Science at Wellesley College and an Associate of the Shorenstein Center on Media, Politics and Public Policy at Harvard’s Kennedy School of Government. Her research in political science focuses on elections, politics and the media. She has published several co-authored books and articles in professional journals.

Recenzii

'Holtz-Bacha and Just have compiled a comprehensive handbook on political advertising in many countries around the world. It has first-rate writers who concisely and effectively convey the latest in ad messaging and impact. If you want to know what works and why, this is the book for you. Both practitioners and researchers will benefit from this handbook.' - Darrell West, Vice President and Director - Governance Studies and Founding Director - Center for Technology Innovation, Brookings Institute, USA

Descriere

This Handbook provides the most comprehensive overview of the role of electoral advertising on TV and the new forms of advertising on the Internet and social network sites in countries from all parts of the world currently available. Thematic chapters summarize research on crosscutting issues including, political and electoral system; history of ads; relevance of advertising as campaign channel; the role of the Internet for campaign advertising; regulation of political advertising on TV and the Internet; the content of ads; reception and effects of ads.

Cuprins

Table of Contents




List of Tables




List of Figures




Contributors




Part I: General Perspectives




Chapter 1: Ample opportunities – mostly regulated. Political advertising across the world.




Christina Holtz-Bacha




Chapter 2: Modern Political Advertising and Persuasion




Steve Jarding, Steve Bouchard & Justin Hartley




Chapter 3: Methodological Approaches




Michael W. Kearney & Mary C. Banwart




Chapter 4: Gender and Political Advertising: Content and Effects




Dianne Bystrom




Chapter 5: Negative advertising




Todd L. Belt




Chapter 6: The Effects of Political Advertising




Travis N. Ridout & Jenny L. Holland




Part II: Airtime With No Charge For Electoral Advertising




Chapter 7: Political Advertising in Argentina




Martín D’Alessandro




Chapter 8: Prime Time Electoral Propaganda: the Brazilian Model of Free Airtime




Alessandra Aldé & Felipe Borba




Chapter 9: Political Advertising in Chile: State of play in a period of changes




Alberto Pedro López-Hermida Russo




Chapter 10: The Role of Political Advertising in the Czech Republic




Jan Jirák & Anna Matušková




Chapter 11: Political advertising in France: the story and effects of a slow liberalization




Alexandre Borrell & Jamil Dakhlia







Chapter 12: Does Political Advertising still have an impact on the Outcome of Election Campaigns? Political Advertising in Hungary




Jolán Róka