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“The Politics of Political Advertising” in Australia and Britain, 1970–1989
Author(s) -
Dickenson Jackie
Publication year - 2014
Publication title -
australian journal of politics and history
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.123
H-Index - 23
eISSN - 1467-8497
pISSN - 0004-9522
DOI - 10.1111/ajph.12057
Subject(s) - agency (philosophy) , politics , reputation , aside , political science , public relations , united states national security agency , advertising account executive , political advertising , advertising , business , sociology , law , national security , social science , art , literature , online advertising , world wide web , computer science , the internet
The role of advertising in the production of political campaigns deserves more consideration than it has previously received. My study examines advertising agencies associated with election campaigns in the 1970s and 1980s, investigating their decisions to accept or reject political accounts. Focusing on Britain and Australia, and using a range of primary sources including the industry press, interviews and memoirs, I demonstrate that an agency's decision to accept a political account is always complex, contested and highly contingent. Accepting a political account may alienate clients and agency staff who support another party. Campaigns are labour‐intensive and may detract from an agency's core business. Involvement in a losing campaign can damage an agency's reputation, just as association with a successful one may attract clients. Agencies are often unsure how to approach political advertising where traditional techniques may not be suitable. Such concerns about accepting a political account will likely be put aside where an agency principal has close personal ties to a party or leader.