The convergence of political and government advertising: theory versus practice

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Author
YOUNG, SDate
2006Source Title
Media International Australia incorporating Culture and PolicyUniversity of Melbourne Author/s
Young, SallyAffiliation
Culture And CommunicationMetadata
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Journal ArticleCitations
YOUNG, S. (2006). The convergence of political and government advertising: theory versus practice. Media International Australia incorporating Culture and Policy, 119 (May), pp.99-111Access Status
Open AccessDescription
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 MediaExport Reference in RIS Format
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