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Communication & Media Custom Essays samples
Free English Essays, Online Custom Papers, College Research Papers, Original Custom Term Papers, Custom-Written Essays, Book Reports, College Essays, Case Studies
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|  Political Advertising |
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| Political campaigns in the United States are not merely a civic ritual and occasion for political debate, but a multi-billion dollar industry, dominated by professional political consultants using sophisticated campaign management tools, to an extent far greater than elsewhere in the world. Though the quadrennial presidential election attracts the most attention, the United States has a huge number of elected offices and there is wide variation between different states, counties, and municipalities on which offices are elected and under what procedures. Moreover, unlike democratic politics in much of the rest of the world, the US has relatively weak parties, with campaigns being controlled by the individual candidates.
American political campaigns have become heavily reliant on broadcast media and direct mail advertising (typically designed and purchased through specialized consultants). Though virtually all campaign media are sometimes used at all levels (even candidates for local office have been known purchase cable TV ads), smaller, lower-budget campaigns are typically more focused on direct mail, low-cost advertising (such as lawn signs), and direct voter contact. This reliance on expensive advertising is a leading factor behind the rise in the cost of running for office in the United States. This rising cost is considered by some to discourage those without well-monied connections, or money themselves, from running for office. |
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