Political advertising is a mainstay of elections. From the lowest level elections through to national elections, candidates spend money to get their message out to convince voters that they are the best candidate for them. Whether in print form, the airwaves or the internet, candidates try to ensure that they are visible to the electorate. Also contained in these ads are messages that inform prospective voters what that particular candidate hopes to offer.
There are various definitions of political advertising. One states that as a concept it is used during elections to inform, educate and set the political agenda using various media formats such as radio, television and print. One way voters gather political information is through political advertising campaigns. Political campaigns all over the world attract much attention and publicity and they have generated lively and sometimes hostile discussions (Mensa-Bonsu, 1979).
Political advertisements are very important to any political campaign. Whether it is through print, television or online modern means political campaigns rely heavily on them to get their message across to voters (Kaid, 2012). For instance, president Obama in his 2012 re-election spent close to $400 million. (Confessore and Mcginty, 2012).
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