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The SAGE Handbook of Political Advertising
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The SAGE Handbook of Political Advertising



July 2012 | 504 pages | SAGE Publications, Inc
The contributors to this Handbook examine the differences as well as the similarities of political advertising among the electoral processes of democracies globally. For each country or region, chapter authors provide an overview of research on political advertising and address political advertising history, political and regulatory systems related to political advertising, the effects of media system structures and the effects of new technologies on political advertising. The editors provide overview and comparative chapters and address the effects of political advertising on the voters and the systems of which it is a part.
 
List of Tables
 
List of Figures
 
Acknowledgments
 
Part I. An International Context for Political Advertising
Christina Holtz-Bacha and Lynda Lee Kaid
1. Political Advertising in International Comparison
Anne Johnston
2. Methodologies for the Study of Political Advertising
 
Part II. Political Advertising in Commercial Broadcasting Systems
Lynda Lee Kaid
3. Political Advertising in the United States
 
Part III. Political Advertising in Public Television Systems
Margaret Scammell and Ana Inés Langer
4. Political Advertising in the United Kingdom
Lynda Lee Kaid and Nathalie Gagnère
5. Election Broadcasts in France
Colleen Connolly-Ahern and Julio César Herrero
6. Political Advertising in Spain and Portugal
Dan Caspi and Baruch Leshem
7. From Electoral Propaganda to Political Advertising in Israel
Mauro P. Porto
8. Political Advertising and Democracy in Brazil
Markus Moke
9. Political Advertising in Chile
 
Part IV. Dual Systems of Public and Commercial Political Advertising
Christina Holtz-Bacha
10. Political Advertising in Germany
Tom Moring
11. Political Advertising on Television in the Nordic and Baltic States
Athanassios N. Samaras and Stylianos Papathanassopoulos
12. Polispots in Greece: Between Partisanship and Media Logic
Kees Brants
13. Sure to Come, But Temporarily Delayed: The Netherlands in Search of the Political Ad
Gianpietro Mazzoleni
14. TV Political Advertising in Italy: When Politicians Are Afraid
José-Carlos Lozano
15. Political Advertising in Mexico
Julianne Stewart
16. Political Advertising in Australia and New Zealand
Jinyoung Tak
17. Political Advertising in Japan, South Korea, and Taiwan
 
Part V. Political Advertising Developments in Evolving Democracies
Sarah Oates
18. A Spiral of Post-Soviet Cynicism: The First Decade of Political Advertising in Russia
Wojciech Cwalina and Andrzej Falkowski
19. Political Communication and Advertising in Poland
Jolán Róka
20. Political Advertising in Hungarian Electoral Communications
Lilia Raycheva
21. Fifteen Years of Televised Political Advertising Developments in Bulgaria
Jan Jirák and Otakar Šoltys
22. Political Advertising in a “New” Democracy: The Czech Republic
Baki Can
23. Persuading Voters and Political Advertising in Turkey
Lars Willnat and Annette Aw
24. Political Advertising in Emerging Democracies: The Philippines, Hong Kong, Singapore, Indonesia, and Malaysia
Frank Wittmann and Baba Thiam
25. Deficient Democracies, Media Pluralism, and Political Advertising in West Africa
Ruth Teer-Tomaselli
26. Political Advertising in South Africa
 
Part VI. Comparisons and Conclusions
Lynda Lee Kaid and Christina Holtz-Bacha
27. Television Advertising and Democratic Systems Around the World: A Comparison of Videostyle Content and Effects
 
Index
 
About the Authors

"The new work includes substantial information on the state of political advertising in developing democratic countries in eastern Europe, Asia, and Africa. It would be useful as a beginning reference for individuals looking for background information on political advertising in various countries."

S. Lichtenauer
University of Colorado at Boulder

Lynda Lee Kaid

Lynda Lee Kaid (Ph.D., M.S., B.A., Southern Illinois University) is Professor of Telecommunications and Senior Associate Dean of the College of Journalism and Communications at the University of Florida. She previously served as the Director of the Political Communication Center and supervised the Political Commercial Archive at the University of Oklahoma. Her research specialties include political advertising and news coverage of political events. A Fulbright Scholar, she has also done work on political television in several Western European countries. She is the author/editor of 14 books, including the Handbook of Political Communication... More About Author

Christina Holtz-Bacha

Christina Holtz-Bacha (Ph.D.) is the current chair of ICA’s Political Communication Division.  In addition to her position at the University of Mainz (where she has taught since 1995), she has held positions at the University of Munich, the University of Bochum, the University of Minnesota—Minneapolis, and was a Fellow at the Shorenstein Center/John F. Kennedy School of Government at Harvard University in 1999.  She is co-editor of the German journal Publizistik and sits on the editorial boards of Journal of Communication, Journal of Political Marketing; and European Journal of Communication.She is co-editor with Lynda Lee Kaid... More About Author

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ISBN: 9781412917957
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