Lynda Lee Kaid
Dan D. Nimmo
Keith R. Sanders
THIS VOLUME IS PART of a series of anthologies which cover various topics in the study, teaching, and practice of political communication. The purpose of the series is to make available to researchers, teachers, students, and other specialists, findings, analyses, and commentaries which are representative of current scholarship in the rapidly evolving field of political communication. The focus of this volume—political advertising, its history, forms, styles, settings, uses, and effects—seems appropriate because there are few, if any, forms of political communication which are more prevalent, more expensive, more highly developed, and which have been the object of more controversy and less serious scholarship than political advertising, especially the political commercial made for television.
It is no longer possible for a candidate to run for a major regional, state, or national office (see chapter 2) in the United States without feeling it necessary to spend substantial portions of his or her campaign budget on television and radio advertising. And as chapters 12 and 13 indicate, the same situation is beginning to develop in Great Britain and Australia.
Studies of political advertising have presented a variety of sometimes contradictory findings. Some have concluded that most voters get