Television Advertising in Canadian Elections: The Attack Mode, 1993

By Kai Hildebrandt

Can the strategy of negative political advertising developed in the United States succeed in Canada, or does this kind of advertising do more harm than good?

The year 1988 saw elections in both the United States and Canada. It also saw a turning point in the tenor of television campaign advertising. By the early 1990s there was a growing reliance upon negative political images and symbols.

This book is about that growing reliance. While focusing on the use of “attack” ads, Television Advertising in Canadian Elections provides a historical overview of the growth of negative advertising. It includes a discussion of advertisers’ intentions and strategies, an analysis of the ads played on both English language and French television and their impact and the ethics of political advertising.

This is the first book-length investigation of negative political advertising in Canada. Professional politicians, as well as anyone interested in election politics, journalism, communication studies or advertising, will find this an absorbing study.

• Language: English
• Publisher: Wilfrid Laurier University Press
• Release date: Jan 1, 2006
• ISBN: 9780889206298

Kai Hildebrandt

Kai Hildebrandt is Associate Professor Emeritus in the Department of Communication, Media and Film at the University of Windsor. Soderlund and Hildebrandt (with Romanow and Wagenberg) co-wrote Canadian Newspaper Ownership in the Era of Convergence: Rediscovering Social Responsibility.

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