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    The convergence of political and government advertising: theory versus practice

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    Author
    YOUNG, S
    Date
    2006
    Source Title
    Media International Australia incorporating Culture and Policy
    University of Melbourne Author/s
    Young, Sally
    Affiliation
    Culture And Communication
    Metadata
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    Document Type
    Journal Article
    Citations
    YOUNG, S. (2006). The convergence of political and government advertising: theory versus practice. Media International Australia incorporating Culture and Policy, 119 (May), pp.99-111
    Access Status
    Open Access
    URI
    http://hdl.handle.net/11343/25647
    Description

    Pre-publication version reproduced with permission of the publishers.

    Abstract
    Although they are sometimes confused, in theory, government and political advertising are separate and quite distinct. By convention, government advertising, paid for directly by taxpayers, is to be used only for necessary government information campaigns which are neutral in manner and not liable to be perceived as creating a partisan benefit for the ruling party. By contrast, political advertising occurs predominantly during elections, is paid for by political parties or candidates and is necessarily partisan, persuasive and usually highly emotive, in nature. However, in the past two decades, these distinctions have broken down. This paper explores the growing links between the two types of advertising at the federal level and concludes that there is a vast gap between the theory and reality of government advertising.
    Keywords
    Communication and Media Studies; Australian Government and Politics; Understanding Political Systems; The Media

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