The Dynamics of Political Advertising

This chapter explores the essential elements that contribute to the effectiveness of political advertisements, including tone, issue representation, and the individuals highlighted in the ads. It provides a comparative analysis of the advertising strategies between presidential candidates Kamala Harris and Donald Trump, showcasing their ad volumes and spending trends leading up to the election. Moreover, the discussion emphasizes the evolving landscape of political advertising, particularly the significant role of economic themes and the influence of both paid and earned media on voter perception.