chapter  19
17 Pages

Political Advertising: Content

Political commercials conjure up nasty images in people's minds. To many Americans, they represent what is wrong with electoral politics-the triumph of sleaze over substance, yet another example of how political professionals have hijacked the American election. Of course, candidates view advertising somewhat differently. To presidential contenders and their advisers, political ads offer a way of communicating with, and hopefully persuading, the electorate. Unlike news or debates, political advertising is under the direct control of the candidate or party.