商品詳細

Political Advertising in 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.