ABSTRACT
Televised advertisements have become a central component of the Israeli election campaign. Millions of shekels are poured into the production of these commercials, and their content and tone have an important impact on the pace and agenda of the election campaign. The newspapers carry daily reviews of the previous evening's broadcasts as various pundits attempt to rate the effectiveness of the ads in the perennial attempt to determine who is "winning" the campaign. Undecided voters should provide the most motivated audience for the election broadcasts. Certainly they are the primary target for the political ads, and at least some of these citizens should be expected to use these broadcasts as a source of information in making their final decision. Policy makers would be well advised to consult the voters about what they would like to get out of such broadcasts rather than depend exclusively on the advice of professional politicians.
