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Political Advertising in general. Study Case: Malaysia's 2004 General Election's findings.
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POLITICALADVERTISING
All sorts of propaganda rely on emotional appeals to get their message across … In 1940, such [appeals] were found in virtually every sentence of campaign propaganda.
- Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet (scholars, 1944)
.
contentsintroduction
characteristicsADEX (adv. expend)
general elections 2004
introduction•Horstetter, Zukin and Buss (1978) as cited in Kaid (2004), that ads increased viewers levels of information.•Benze and DeClerq (1985) found image content more prevalent than issues for candidates of both sexes. •Political communication, requires three participating actors (the candidate, the voter, and the journalist) to perform well-defined functions.
the communication process by which a source purchases
the opportunity to expose receivers through mass
channels to political messages with the intended effect of
influencing their political attitudes, beliefs, and
behaviors.in context of the traditional
who says what to whom with what effect – the famous
Lasswell (1948)
definition
•1) control of message•2) use of communication channels for message distribution
characteristics
•Prospective; Focuses on issue content and position taking.•Retrospective; Less ‘responsible’, focuses on credit claiming & blaming placing.•Benevolent leader; Emphasizes on candidate qualities
ads elements
•Politicians strive for frequent and ample coverage in free media especially on tv.
•Regular media coverage; is ‘free’, allows candidates to appear in media for free sometimes on public tv and radio. (e.g., the news)•Paid media; allow candidates to decide what, when & how long they are covered for.
free&paid media
Ex:
US
A
USA;
RM 2.9bTotal adv spending in first half of 2008 ..4 hours
TV viewing is at a RECORD LEVELwith the average person watching more than..
a day in 2010.
RM 1.6bAd revenues in newspaper, a growth ofsince H1 2007
16% RM 948mGrowth of TV advertising
ADEXadvertising expenditure
RM 47 m
ALL TOP 3 – TELCO COMPANIES; CELCOM (RM 95m), DIGI (RM51m) & MAXIS (RM 44.7m)
BARISAN NASIONAL
OUTDOOR
CAN REACH RM 6 b or 11% growth
MEDIA & DIGITAL
ADVERTISING
TOP LEADIND BRANDs
4TH PLACE, WITH
Top Brand in H1 2008 Rank H1 2007
(RM’000)
H1 2008
(RM’000)
Increase vs. H1
2007 (RM’000)
Celcom 1 48, 069 94, 984 98%
DiGi 2 74, 181 51, 004 -31%
Maxis 3 52, 403 44, 711 -15%
Barisan Nasional 4 47 27, 893 58900%
Grand Brilliance 5 5, 387 22, 932 326%
TM 6 27, 367 22, 530 -18%
Petronas 7 21, 503 21, 175 -2%
KFC 8 15, 688 20, 166 29%
Air Asia 9 10, 146 18, 992 87%
Giant 10 13, 668 18, 018 32%
Top Brands RM (million)
Celcom 95.0
DiGi 51.0
Maxis 44.7
Barisan Nasional 27.9
Table 1. Source: Nielsen Media Research Service; Media Specialists Association; “Newspaper and TV Ads Drive Strong Adex Growth” by The Star, 16 August 2008
Top Growth Category in H1 2008 Rank H1 2007
(RM’000)
H1 2008
(RM’000)
Increase vs. H1
2007 (RM’000)
Political Parties 1 480 30, 750 30, 370
Airlines 2 21, 543 45, 249 23, 717
Government Institutions-Local 3 74, 386 95, 470 21, 084
University 4 26, 068 41, 816 15, 748
Tonic & Vitamin 5 27, 057 42, 480 15, 423
generalelections ‘04
mainstream •Mainstream Malaysian newspapers and television broadcasters have extremely close links with the governing parties.• Print media, major newspapers -3 English, 2 Malay, 5e Chinese, and 2 Tamil-language dailies. •In broadcast media, Radio Television Malaysia is the public service broadcaster which provides two free-to-air television channels.• Four privately owned free-to-air television channels, and a growing number of private subscription-based channels.
General elections ‘04
•BN - least three different advertising agencies. TVC were produced by Leo Burnett while two other agencies responsible for print and poster campaigns. •Ad blitz;TV, radio, print media, billboards and for the first time, direct mail. •The product advertised was Abdullah Badawi of the BN. •Compared with previous campaigns, the 2004 ads were designed to transmit the ‘feel good’ factor rather than to use threats
Mainstream Daily Circulation
Berita Harian 218,000
Utusan Malaysia 238,000
Nanyang Siang Pau 148,000
Sin Chew Daily 300,000
New Straits Times 147,000
The Star 293,000
Table 6: Statistics for audited circulation for the year 2004 as acquired from Media Guide 2005
Medium of Language Frequency Percentage
Malay dailies 1,157 27.1
Chinese dailies 2,138 50.2
English dailies 967 22.7
Table 8: Quantity of news items according to medium of language
Newspaper dailies of three main languages
Medium of Language Pro- BN Against-
BN
Neutral Pro- Opp. Against-
Opp.
Malay dailies (n=1,157) 545
(47.10%)
13
(1.12%)
486
(42.01%)
63 (5.45%) 50
(4.32%)
Chinese dailies (n=2,138) 660
(30.87%)
139
(6.50%)
925
(43.26%)
249
(11.65%)
165
(7.72%)
English dailies (n=967) 428
(44.26%)
35
(3.62%)
323
(33.40%)
100
(10.34%)
81
(8.38%)
Medium of Language Political Parties Other Sources
Malay dailies (n=1,157) 578 (49.96%) 579 (50.04%)
Chinese dailies (n=2,138) 677 (31.67%) 1,461 (68.33%)
English dailies (n=967) 432 (44.67%) 535 (55.33%)
Table 9: News directions according to medium of language
Table 10: News items quoted from leaders of political parties and other sources
•6.6 % of the political information during the campaign period of 14 - 21 March 2004 were commercial in nature. •Out of the total of 4,562 items that under study, 300 items were found as sponsored information or political advertising.• Further examination on the sponsors to these ads, it was obv the ruling political party contributed 79.7 percent of the total political advertising in mainstream dailies.
findings
•In countries with parliamentary systems, it is usually the party that governed the country has the most dominant role.•Thus, encourages party bias.•GE ‘04 the directions during the said election had shown that the local mainstream dailies, regardless of languages, were more in favour of the ruling political party.
conclusion