YouTube and TV Advertising Campaigns

Crigler, Ann N.; Just, Marion R.; Hume, Lauren; Mills, Jesse; Hevron, Parker

doi:10.1017/cbo9781139059893.008

Cited by 9 publications

(5 citation statements)

References 19 publications

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“…It appears that, regardless of content, the channel alone makes a difference (Kaid, 2003). However, comparative content analyses demonstrated that electoral ads on social media are different from those on television (e.g., Crigler et al, 2011;Fowler et al, 2021). This suggests that digital ads serve different campaign goals than classic TV ads do; in fact, Motta and Fowler (2016) ascertained that using TV commercials is preferable for persuasion, while online ads are especially effective for mobilizing partisans.…”

Section: What Do We Know About the Effects Of Political Advertising?mentioning

confidence: 99%

Political Advertising – Good or Bad?

Holtz‐Bacha¹

2022

Questions of Communicative Change and Continuity

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Political advertising has always been a contentious issue. In general, this can be explained by the uneasy feeling that advertising, which comes, after all, from the world of commerce, has no place in serious politics. Derived from this, the concern focuses on the presumed effects of advertising on recipients and, in particular, those that go beyond the actual purpose of the advertising (which primarily seeks to affect voter turnout, sympathy for one or the other party or candidate, and the voting decision) and more generally influence attitudes toward politics. Controversies regarding po litical advertising arise in almost every election campaign because its con tent is perceived as unfair to opponents, because it "hits below the belt," or because it violates human dignity. Therefore, concerns about undesirable effects relate primarily to negative campaigning because, unlike the case in commercial advertising, negative advertising in politics is commonplace. Against this background, this chapter summarizes the research on political advertising to determine whether there is a reasonable basis, on the one hand, for the expectations of its sponsors and, on the other hand, for the concerns about its negative effects on target audiences.Political advertising worldwide is a contentious issue. In general, the question whether politics and advertising, which comes, after all, from the world of commerce, are compatible at all arises. Deriving from this, the concern focuses on the presumed effects of advertising on recipients and, in particular, those that exceed the actual purpose of the advertising (effects on voter turnout, sympathy for one party or candidate or the other, and the voter's decision) and more generally influence attitudes toward politics.Controversies regarding political advertising come up in almost every election campaign because its content is perceived as unfair to opponents, 208

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Section: What Do We Know About the Effects Of Political Advertising?mentioning

confidence: 99%

Political Advertising – Good or Bad?

Holtz‐Bacha¹

2022

Questions of Communicative Change and Continuity

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Section: What Do We Know About the Effects Of Political Advertising?mentioning

confidence: 99%

Questions of Communicative Change and Continuity

2022

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Faced with the ongoing evolution of the media landscape, media and communication science is constant-ly asking itself new questions concerning the tension between stability and change in social communication. In this context, many relevant topics exist for which there are still no publications that would systematically evaluate what we know (empirically and non-empirically) so far and what conclusions can be drawn from existing knowledge. This volume aims to provide systematic answers to important current or continually relevant questions in the field, with contributions that are entirely focused on a specific question, thus leaving room for thorough arguments. The volume is dedicated to the memory of Professor Wolfram Peiser. With contributions by Hans-Bernd Brosius, Felix Frey, Romy Fröhlich, Christina Holtz-Bacha, Benjamin Krämer, Philipp Müller, Christoph Neuberger, Carsten Reinemann, Anna-Luisa Sacher, Johanna Schindler, Klaus Schönbach and Cornelia Wallner.

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“…Комический эффект достигается за счет указания на внешнее сходство Дж. Керри и Г. Мюнстера 4. «Пурпурное сердце» (Purple Heart) -военная награда США, вручаемая американским военнослужащим, получившим ранения во время боевых действий.…”

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Online Political Advertising in the Modern Political Competition (A Comparative Analysis of the 2008 And 2016 U. S. Presidential Campaigns)

Murashova

2017

Meždunarodnaâ analitika

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The article suggests an empirical analysis of online political advertising in the modern political struggle. Nowadays, due to the ongoing informatization of political processes, online technologies are used alongside with traditional media (TV, radio, etc.) for disseminating political advertisements. The development of online political advertising is tracked through time since the mid-1990s, when webtechnologies began to be applied in politics, up to today. The author conducts a comparative analysis of the 2008 and 2016 U.S. presidential campaigns to reveal the effectiveness and feasibility of online technologies in the political struggle. The analysis yielded the following results. First, the candidates of the two presidential races took into account both the positive and negative experience of the participants of the preceding election campaigns to elaborate their own marketing strategies. Second, concurrent use of traditional and online means of political advertising can contribute to the effectiveness of an election campaign. Third, an emphasis on online technologies increases a candidate’s chance to win the elections. Fourth, use of social networks and adaptation of existing genres of political advertising to the cyberspace appear to be promising ways of a candidate’s self-presentation.

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YouTube and TV Advertising Campaigns

Cited by 9 publications

References 19 publications

Political Advertising – Good or Bad?

Political Advertising – Good or Bad?

Questions of Communicative Change and Continuity

Online Political Advertising in the Modern Political Competition (A Comparative Analysis of the 2008 And 2016 U. S. Presidential Campaigns)

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