Political Advertising in the United States
Michael Franz author Erika Franklin Fowler author Travis Ridout author
Format:Hardback
Publisher:Taylor & Francis Ltd
Publishing:3rd Feb '27
£145.00
This title is due to be published on 3rd February, and will be despatched as soon as possible.
Political Advertisingin the United States examines the volume, distribution, content, and effects of political advertising in congressional and presidential elections. The book considers the role of political ads on television, on digital and social media and on streaming platforms. The book covers the role of outside groups in airing ads, including the rise of dark money groups and gaps in existing federal campaign finance laws around transparency of outside group spending. The authors consider how ad sponsors design and target ads. They also review the positive and negative implications of an electoral system where billions are spent on paid advertising. With detailed analysis of presidential and congressional campaign ads and discussion questions in each chapter, this accessibly written book is a must-read for students, scholars, and practitioners who want to understand the ins and outs of political advertising.
New to the Third Edition
· Covers the spending, content, and tone of political advertising in the 2024 presidential elections and the 2022 midterms, looking ahead to 2026 and 2028.
· Increased attention to digital advertising data and evidence on effectiveness of ads from the Meta, Google, and Snapchat and X platforms
· New data on the skyrocketing use of ads on streaming platforms and connected TV (CTV) devices
· New discussion of the use of AI tools in the creation, testing, delivery, and measurement of effectiveness of political ads.
· Additional updates on public opinion surrounding political advertising and how it has changed over time.
Praise for Political Advertising in the United States
"The book is jam-packed with data that illustrate the key arguments advanced by the authors, and the quantitative analyses are presented in an accessible way. In addition, the authors provide a host of examples throughout to help make their points and engage readers. Readers also get an inside look at how political advertising is developed in campaigns, including how ads are created, tested, and purchased. What is especially nice about the book is that it clearly defines and explains the key concepts related to political advertising. This book provides a great introduction to political advertising in US political campaigns. Highly recommended."
--Choice
"There are many strengths to this book, but its defining strength lies in the unique ability to provide evidence-based, cutting edge insights about the rapidly evolving area of digital political advertising. Given that our need to understand the political implications of digital advertising is increasingly urgent, the data presented in this book make it an extremely valuable contribution and educational tool."
--Johanna Dunaway, Texas A&M University
"The authors pull together varied research areas including persuasion, negative advertising, and campaign finance laws and rulings to provide a clear and comprehensive narrative of political advertising. The writing is engaging and the use of vignettes provides students with clear examples of why, when, and how political advertising matters. Anyone who wants to know how political advertising works must read this seminal book."
--James Druckman, Northwestern University
ISBN: 9781041258339
Dimensions: unknown
Weight: unknown
200 pages
3rd edition