ABSTRACT
This chapter discusses how the use of political advertising may change and the potential consequences of the changes on campaigns, parties, interest groups, and—most importantly—the American public. It also discusses the broader role of political advertising in the United States (US) political landscape and society. The chapter focuses on technological change and changes in the regulation of political advertising. Political advertising is a billion-dollar business in the US. It represents the largest expense for most campaigns, and since the advent of television, it has contributed to the skyrocketing costs of campaigning. There has been a strong movement toward group-sponsored campaign advertising in the US and a movement away from party-sponsored advertising. Advertising becomes fodder for a seemingly disproportionate amount of media attention, and scholars debate advertising's potential negative impacts on American democracy. The continued presence, and possible growth, of group-sponsored advertising in campaigns may also have an impact on voters.
