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Political advertising in Australia: Marketing of "Who/What to Vote for"
(IGI Global, 2022) Toker, Mehmet Cihan
Settled at the crossroads of politics and advertising, political advertising has an idiosyncratic nature that makes it both an embraced and criticized phenomenon. On the one hand, it is considered an integral part of democracies because it enables voters to make their political choices more consciously; on the other hand, it is thought that voters gradually lose their faith in the political process and in politicians, especially due to negative advertising in political campaigns. This chapter aims to explain the paradoxical character of political advertising in the context of Australia. In this route, firstly, Australia's historical development and political and socio-cultural structure are examined. Then, legislative regulation of political advertising in Australia is examined in the context of compatibility with democratic ideals. Lastly, political advertisements featured by the Australian Labor Party and Liberal Party of Australia towards the 2022 federal elections are examined through quantitative content analysis. © 2022, IGI Global.