The following content is used for study purpose only of class ALC202 week eight.
Travis N Ridout, Michael M. Franz, and Erika Franklin Fowler (2014), “Advances in the Study of Political Advertising.” Journal of Political Marketing 13 (3): 175-194.
- Ridout et al commence their exploration of political advertising in the Unites States by claiming that electoral campaign advertising has become so significant that any commentary on modern politics must take stick of the role of advertising. Do you agree and to what extent do you think these arguments translate to an Australian context and/or other national contexts with which you are familiar?It is true that that electoral campaign advertising has become so significant that any commentary on modern politics must take stick of the role of advertising. This is because of the legal issues and the fact that most political personalities in Australia and other nationalities have taken to advertising to create publicity.
- The authors profile a range of data sources used by scholars to study political advertising. What are the main sources they discuss and how do they evaluate their variable merits?The authors profile the use of print and social media tools in advertising their brands. The advantages are, they have been able to reach a wider population of people, regardless of their geographical location.
- What kinds of questions are typically asked in scholarly studies of political advertising? What do these questions reveal?The questions asked in scholarly studies of political advertisement is, whether or not the advertisements are able to persuade the public, their commercial effects and whether or not they are able to meaningfully affect the outcome. The questions reveal that political advertising is a meaningful tool in persuading the public and passing relevant information.
- The authors conclude their study with a discussion of future development and directions in political advertising. What are some of the key issues raised here?The conclusion raises the issue of the need to evolve technologically, at the same speed culture is, so as to suit the needs of the people.
Christina Holtz-Bacha and Lynda Lee Kaid “Political Advertising in International Comparison” in Lee Kaid and Holz-Bacha, The sage handbook of Political Advertising, pp. 3-14
- The second reading broadens its focus beyond the US hegemony to consider political advertising in competing national and transnational contexts. Moreover, it argues for the need to revise older model of defining and evaluating political advertising given changes in social and media ecologies. What claims are made here?The authors claim that there is need to abandon the old methodologies and adopt new ones due to changes in culture as well as evolution of technology. This would suite the culture of the current market as well as be effective for the marketer.
- The authors profile a range of different national systems for regulating political advertising. Switzerland and some northern European countries ban TV political advertising during elections and referenda, though allow print advertising. Others such as those in Western Europe offer free allocated broadcast time on equal measure to all parties/candidates. What are the reasons cited for these regulations? Do you think these policy measures would be beneficial or not?The reasons for minimizing political advertising are for the purpose of regulating propaganda. This is closely related to the legal issues in place. Banning visual political advertisements and allowing print is a measure to ensure the politicians have their rights to campaign but the public is protected from exploitation. The policy measures are beneficial, especially to the citizens because they are protected.
- The authors link differences of political advertising to structural differences in the political and electoral systems of these various countries. What points do they raise here?The issue raised is that different nationalities possess different structures of systems and policies.