Political Advertising Analysis

Lynda Lee Kaid offers insight into political advertising across North America, as well as other nations around the world in her article Political Advertising as Political Marketing: A Retro-forward Perspective. Noting that political advertising is crucial in democracies today, Kaid outlines several aspects of political advertising. Although Kaid offers a multitude of claims regarding political advertising, she fails narrow in on a specific method, as well as neglects to provide statistics of why particular methods are effective. Due to extensive examples and lack of statistics Kaid's argument is weak.

Kaid outlines a variety of mediums and methods that are seen in American political advertising. Political advertising, as Klein claims, is a

means through which parties and candidates present themselves through paid mass media (30). Examples of paid mass media outlets described in Kaid's article include: print media in the form of political posters, bumper stickers, and direct mail; radio; television; and web-based.

In the article, Kaid spends a considerable amount of time noting the increased use of web-based advertising in American politics. She notes many advantages regarding this method including: low cost, infinite space, absence of media filters, allowance of direct communication, ability to target messages, and interactivity (35). In addition, Kaid also claims other countries are adopting American political marketing practices. For example, she states Greece has adopted new technologies leveraging SMS formats (40). In addition, other countries have also adopted other advertising methods such as using personal qualities over policy issues, reliance on pathos, adoption of professionalism, and reliance on opinion polls (41). At the end of Kaid's article, she notes where she believes priorities for political marketing lays. She claims television remains crucial because of visual imagery; yet, radio and

direct mail have advantages due to the ability to narrowcasting, and lower costs (43). Klein also notes concerns about changes in technology. She is concerned about skipping advertisements via television or the Internet, and is also concerned about the rapid pace of technology- will there be a replacement for social networking? If so, Klein believes research should be devoted to new research designs to deal with these changes (44). Klein also claims gender and ethnic differences will be more important. Advertising depending on race and gender will differ and some methods will be more preferred over others (44).
Klein offers the reader a variety of different methods and trends regarding political advertising, which can be a strength.

The reader becomes aware of traditional paid advertising as well as certain methods that can capture an audience, such as the use of ethos, pathos, certain negative advertising, as well as focusing on a politicians' character. She also notes differences in gender and ethnic political advertising, which will become more prevalent as more females and politicians other other ethnicities run for office. However, the inclusion of various claims and lack of explanations can also be a weakness. Because Kaid includes many concepts, the reader is unable to determine an argument. Kaid references advertising techniques and trends, and based off research, makes claims of where research should continue. Moreover, when she makes claims of where research should continue, she does not provide statistics or proof as to why she believes that. For example, when discussing negative advertising, Kaid states, "a lot of research suggests that negative advertising is effective […]" (33). This however is vague, as Kaid fails to provide the reader with proof. Kaid's article incorporates a variety of sub-topics discussed in other readings, such as gender and ethnicity and web-based advertising, but unlike the other authors, did not provide a central argument. Rather, Kaid looks at several aspects of political advertising, and makes several claims. I believe Kaid made valid

points regarding web-based advertising, and the need to keep up with changing technologies, as well as her claims on trends in female political advertising, although with the absence of statistics and proof, her claims were invalidated. Due to the extensive amount of research regarding political advertising, I believe Kaid's argument would have been stronger if she narrowed in on one aspect, provided a central argument, as well as statistics and proof to validate her claims.