What is unique about political advertising? Is it really all that effective in changing votes? Why does it have to be so annoying? In "The Hard Sell," creative director Dee Madigan uses her trademark humor and down-to-earth approach to unveil the world of political advertising. Drawing on real-life stories from her own recent federal and state campaigns in Australia, she gives fascinating industry insight into how political ads are designed to work; who they are meant to influence; how they are paid for; why so many negative ads are made; how personal is too personal; how spin works, particularly in an election campaigns; how to make messages cut through cynicism; how politicians use journalists; and the gendered nature of it all. The author is candid about the tricks of the trade and the lessons that can be learned.