Media, Information and Technoculture 3206F/G Chapter Notes - Chapter 10: Campaign Advertising, Display Advertising, Direct Market
22 Nov 2016
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Political advertising as political marketing: a retro-forward perspective, Politi(cid:272)al ad(cid:448)e(cid:396)tisi(cid:374)g = (cid:862)a (cid:373)ea(cid:374)s th(cid:396)ough (cid:449)hi(cid:272)h pa(cid:396)ties a(cid:374)d (cid:272)a(cid:374)didates p(cid:396)ese(cid:374)t the(cid:373)sel(cid:448)es to the ele(cid:272)to(cid:396)ate, (cid:373)ostly th(cid:396)ough the (cid:373)ass (cid:373)edia(cid:863) (cid:894)(cid:395)td. o(cid:374) (cid:1006)9(cid:895) Ea(cid:396)ly fo(cid:396)(cid:373)s of politi(cid:272)al p(cid:396)o(cid:373)otio(cid:374) (cid:862)(cid:449)e(cid:396)e limited to interpersonal communications and to p(cid:396)i(cid:374)t a(cid:374)d display ad(cid:448)e(cid:396)tisi(cid:374)g(cid:863) i(cid:374) fo(cid:396)(cid:373)ats su(cid:272)h as poste(cid:396)s, pla(cid:272)a(cid:396)ds, and other printed materials. Politi(cid:272)al p(cid:396)o(cid:373)otio(cid:374)al (cid:373)ate(cid:396)ials (cid:449)e(cid:396)e used to i(cid:374)t(cid:396)odu(cid:272)e a (cid:272)a(cid:374)didate"s positio(cid:374) o(cid:374) issues and topics that were relevant and to display the personality of the candidate and their opponents. Research on the viability and success of print political advertising is limited due to its high volume of use. Poste(cid:396)s (cid:449)e(cid:396)e used to (cid:862)(cid:448)isualize a(cid:374)d d(cid:396)a(cid:373)atize politi(cid:272)al (cid:272)a(cid:374)didates, pa(cid:396)ties, o(cid:396) ideas(cid:863: however, little research has been conducted into effectiveness of messages. Print materials are more widely used in countries other than the us, likely due to tighter restrictions on tv ads.
