Advertising for Europe
This study analyzes and compares party ads that were broadcast on television during the 2009 European Election campaign in France, Germany, Sweden and the UK. Even though electoral TV ads have never reached the same importance in European countries as in the US, such ads are to be regarded as an exp...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2012-12-01
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| Series: | Nordicom Review |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/nor-2013-0015 |
| _version_ | 1797713449296330752 |
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| author | Holtz-Bacha Christina Johansson Bengt Leidenberger Jacob Maarek Philippe J. Merkle Susanne |
| author_facet | Holtz-Bacha Christina Johansson Bengt Leidenberger Jacob Maarek Philippe J. Merkle Susanne |
| author_sort | Holtz-Bacha Christina |
| collection | DOAJ |
| description | This study analyzes and compares party ads that were broadcast on television during the 2009 European Election campaign in France, Germany, Sweden and the UK. Even though electoral TV ads have never reached the same importance in European countries as in the US, such ads are to be regarded as an expression of the specific political culture of a country and therefore have relevance beyond election campaigns. An international comparison of ads produced for the same event is particularly suited to revealing similarities across cultures as well as national idiosyncrasies. Additionally, the present study demonstrates a methodological approach that defines a ‘sequence’ as the unit of analysis instead of the whole spot, and thus it is different from previous research on electoral advertising. |
| first_indexed | 2024-03-12T07:36:46Z |
| format | Article |
| id | doaj.art-d43c9ee0440940b3803c57d10425a396 |
| institution | Directory Open Access Journal |
| issn | 2001-5119 |
| language | English |
| last_indexed | 2024-03-12T07:36:46Z |
| publishDate | 2012-12-01 |
| publisher | Sciendo |
| record_format | Article |
| series | Nordicom Review |
| spelling | doaj.art-d43c9ee0440940b3803c57d10425a3962023-09-02T21:28:55ZengSciendoNordicom Review2001-51192012-12-01332779210.2478/nor-2013-0015Advertising for EuropeHoltz-Bacha ChristinaJohansson BengtLeidenberger JacobMaarek Philippe J.Merkle SusanneThis study analyzes and compares party ads that were broadcast on television during the 2009 European Election campaign in France, Germany, Sweden and the UK. Even though electoral TV ads have never reached the same importance in European countries as in the US, such ads are to be regarded as an expression of the specific political culture of a country and therefore have relevance beyond election campaigns. An international comparison of ads produced for the same event is particularly suited to revealing similarities across cultures as well as national idiosyncrasies. Additionally, the present study demonstrates a methodological approach that defines a ‘sequence’ as the unit of analysis instead of the whole spot, and thus it is different from previous research on electoral advertising.https://doi.org/10.2478/nor-2013-0015electoral advertisingeuropean electioncontent analysisinternational comparison |
| spellingShingle | Holtz-Bacha Christina Johansson Bengt Leidenberger Jacob Maarek Philippe J. Merkle Susanne Advertising for Europe Nordicom Review electoral advertising european election content analysis international comparison |
| title | Advertising for Europe |
| title_full | Advertising for Europe |
| title_fullStr | Advertising for Europe |
| title_full_unstemmed | Advertising for Europe |
| title_short | Advertising for Europe |
| title_sort | advertising for europe |
| topic | electoral advertising european election content analysis international comparison |
| url | https://doi.org/10.2478/nor-2013-0015 |
| work_keys_str_mv | AT holtzbachachristina advertisingforeurope AT johanssonbengt advertisingforeurope AT leidenbergerjacob advertisingforeurope AT maarekphilippej advertisingforeurope AT merklesusanne advertisingforeurope |