Political Advertising as Political Marketing: A Retro-Forward Perspective

Kaid, Lynda Lee

doi:10.1080/15377857.2012.642731

Cited by 33 publications

(16 citation statements)

References 90 publications

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“…In conveying political information to the electorate, parties' posters are very important, especially in Europe (Kaid, 2012;Seidman, 2008). Given their high visibility in public spaces, it is difficult for the average citizen to avoid them; yet, their omnipresent prominence has to Effects of Right-Wing Populist Political Advertising 5 compete with short spans of attention: While up to approximately 85% of the population is reached by political posters, only few seconds are allocated to their reception (Lessinger, Moke, & Holtz-Bacha, 2003).…”

Section: Mediated Stereotypes In Political Advertisements and Their Ementioning

confidence: 99%

Effects of News Stereotypes on the Perception of Facial Threat

Arendt

Steindl

Vitouch

2015

Journal of Media Psychology

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Abstract. We investigated the effects of antiforeigner political advertisements on implicit and explicit stereotypes. While stereotypical associations may become automatically activated (implicit stereotypes), individuals can reject these thoughts and decide not to use them for an overtly expressed judgment (explicit stereotypes). We hypothesized that even if citizens negated stereotypical content, advertisements might still affect implicit stereotypes. This hypothesis was tested using an experiment where participants (N = 186) were exposed to zero, two, four, or six stereotypical advertisements. The results showed that stereotypical advertisements did not influence explicit stereotypes but did influence implicit stereotypes, even in critical recipients who negated the stereotypical content.

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Section: Mediated Stereotypes In Political Advertisements and Their Ementioning

confidence: 99%

Effects of News Stereotypes on the Perception of Facial Threat

Arendt

Steindl

Vitouch

2015

Journal of Media Psychology

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“…The use of marketing in politics is growing increasingly influential and nowadays include a multitude of approaches (Hobbs, ; Kaid, ; Newman & Sheth, ). Recent literature displays abundant comparisons between political and commercial marketing practice, particularly in terms of strategies adopted by the candidates for local and presidential campaigns, voting and buying behaviors, and brand and customer/voter equity (Kaid, ; Winchester, Hall, & Binney, ). Consequently, as economic and societal conditions evolve, so does the integration of social media in political marketing.…”

Section: Introductionmentioning

confidence: 99%

Drivers and outcomes of political candidate image creation: The role of social media marketing

Hultman

Ulusoy

Oghazi

2019

Psychology and Marketing

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The study examines the role of social media marketing (SMM) activities and the influence of perceived candidate image in building voter–candidate relationship equity within the context of United Kingdom (UK) politics. Drawing from branding literature and social identity theory the article further investigates the role of candidate image as a mediator between SMM and voter–candidate relationship equity, whilst also testing the moderating effect of political ideologies. Survey results from 235 young UK voters indicate that while all SMM activities appears to positively influence the perceived candidate image, not all SMM variables directly relate to relationship equity. The relationship rather appears to be an indirect one, mediated through the political candidate's image. Surprisingly, political ideology also does not appear to moderate the connection between candidate image and voter–candidate relationship equity. The study findings highlight the growing importance of SMM activities and candidate image in political contexts, providing insights for political campaigners.

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“…As Kaid (2012) notes, "democracy and electoral politics…have [always] provided a need for political promotion" (p.30) or political communication. This paper calls for more focus on political advertising in Africa rather than focusing solely on the free and fairness of elections on the continent and how they are allegedly rigged by the sitting governments.…”

Section: Post-2000 Zimbabwean Political Contextmentioning

confidence: 99%

“…It becomes even more complex in a post-colonial setting where the post-colony, as Shaw (1986) observes, is an artefact without any link to pre-colonial reality. It is an artefact that is itself characterised by contestations of a different nature from those that characterise the Western liberal state (Kaid, 2012). In light of the foregoing, this paper proposes that any study of political communication in Africa should also take into cognisance the complexities of the sign, this blurring of distinction between the political and the commercial where the political economy of the sign reigns supreme (Baudrillard, 1994, p.88).…”

Section: Political Communication Studiesmentioning

confidence: 99%