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Advertising In Politics

            In recent years political advertising has clearly been playing an increasingly important role in election campaigns in democratic countries such as the United States. The purpose of this paper is to show some of the advantages and disadvantages of political advertising, but will primarily focus on the disadvantages. Over the years the type of advertising used by political candidates to attract votes has changed as the society and technology has changed. In the past candidates concentrated on personal selling by getting out and meeting people in the streets and making political speeches in local halls. Since the 1950s, campaigns have become more planned and professional with advertising agencies and political consultants increasingly being utilized introducing more scientific market research and strategic marketing strategies. There has been a huge increase in the amount of technology available to marketing strategists, and therefore there is also more technology being utilized in political campaigns. .
             There are many advantages and disadvantages for advertising in politics. Often, a negative view of the issue is expressed to a greater extent than a positive view. The negative views discuss the evil affects of political manipulation, and fear the advantages it brings to more wealthy parties. One advantage of advertising and the media in political campaigns offers an opportunity to distribute positive, accurate information about platform policies. In today's society people have less initiative and time to research candidates on their own. Advertising about the critical issues is very important to inform the voters about the issues and campaign platforms. Mathew P. McAllister's writing strongly expresses that democracy depends on informed citizens.
             The technology available today makes it less difficult to distribute political information to larger audiences in shorter periods of time.


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