Advertising for Europe. TV ads during the 2009 European election campaign in four countries
Holtz-Bacha C, Johansson B, Leidenberger J, Maarek P, Merkle S (2012)
Publication Type: Journal article
Publication year: 2012
Journal
Publisher: Nordic Information Centre for Media and Communication Research (Nordicom)
Book Volume: 33
Pages Range: 77-92
Abstract
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.
Authors with CRIS profile
Christina Holtz-Bacha
Fachbereich Wirtschaftswissenschaften
Jacob Leidenberger
Chair of Communication
Susanne Merkle
Chair of Communication
Involved external institutions
Sweden (SE)How to cite
APA:
Holtz-Bacha, C., Johansson, B., Leidenberger, J., Maarek, P., & Merkle, S. (2012). Advertising for Europe. TV ads during the 2009 European election campaign in four countries. Nordicom Review, 33, 77-92. https://dx.doi.org/10.2478/nor-2013-0015
MLA:
Holtz-Bacha, Christina, et al. "Advertising for Europe. TV ads during the 2009 European election campaign in four countries." Nordicom Review 33 (2012): 77-92.
BibTeX: Download