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The Rhetoric of Greek Political Advertisements

Author

Listed:
  • Stamatis POULAKIDAKOS

    (National & Kapodistrian University of Athens)

  • Anastasia VENETI

    (National & Kapodistrian University of Athens)

Abstract

The trend of present-day politics is towards its “aestheticization”. Advertising is the most visible “tool” of popular political communication and television is its key “prophet”. Hence, modern political communication employs the potentialities of TV in order to achieve its objectives in a highly effective manner. Nowadays, the TV political advertisement has an undisputable role both in the electoral outcome and as a mediator between the political parties and the voters. The aim of this paper is to contribute further on the discussion regarding the function, the content and the morphology of the TV political advertisement. Based on the tri-component model of Kaid and Davidson (1986) “Videostyle”, the authors have conducted a survey on TV political advertisements of the Greek General Elections of 2007 and 2009. By using content analysis based on a coding frame, adapted to the above mentioned typology, we attempted to examine TV political ads as for their morphology and content as well as to trace current trends and changes that have occured in the field of political communication.

Suggested Citation

  • Stamatis POULAKIDAKOS & Anastasia VENETI, 2010. "The Rhetoric of Greek Political Advertisements," Revista Romana de Jurnalism si Comunicare - Romanian Journal of Journalism and Communication, University of Bucharest, Faculty of Journalism and Communication Studies – Universitatea din Bucuresti, Facultatea de Jurnalism si Stiintele Comunicarii, issue 1, pages 27-38.
    • Handle: RePEc:foj:journl:y:2010:i:1:p:27-38
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    More about this item

    Keywords

    Political advertisement; Greek general elections; videostyle; content analysis;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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