Political Advertising Standards
Wherever there are elections there are political advertising campaigns.
Some countries don't allow paid for political ads on radio or TV or even in newspapers.
Political parties are limited to placards on lamp posts, political rallies and on-the-street campaigns.
But there are a number of countries that do allow paid for political advertising with varying rules and results.
One of the rules that appears to be universal regards disclaimers.
All political ads, be they on radio, TV, online or in newspapers have to contain a disclaimer.
They have to state that the ad has been paid for either by the political party or candidate concerned or by a particular organisation or company.
South Africa vs.
the USA In South Africa, which allowed political advertising on radio and TV for the first time in the build up to the 2009 general elections, private concerns aren't allowed to pay for or sponsor political ads.
They have to be paid for by the party concerned.
In the US, however, private businesses and organisations are allowed to pin their colours to the mast by donating or sponsoring political ads.
In the US ads are also allowed to champion the party and candidate in an entirely subjective way.
In South Africa a more objective approach is required.
Parties are allowed to state their missions, visions and objectives but aren't allowed to compare themselves favourably to opposition parties or engage in mudslinging or guerrilla marketing.
Radio advertising The downside to the objective SA approach is that radio ads come across as drab and dull.
Granted, the phenomenon is still very new and political parties are unpractised and still experimenting with different formulas, but in 2009 the ads had very little going for them.
They were long and narrated in monotonous voices clearly not designed for radio.
It was like being lectured at by a tired teacher two months away from retirement.
There was no enthusiasm at all.
One tuned out and hoped the one or two minutes (which felt like one or two hours) would end quickly.
TV advertising Television advertising campaigns were much better.
Advertising agencies out-did themselves as they mercilessly plucked heart strings and used evocative imagery to great effect.
The most prolific political advertiser was the ANC - the country's ruling party.
While it refused to divulge how much it spent on advertising, it's safe to assume that it was a prodigious amount.
But they also had the most successful fundraising, so they could afford it.
Current US President Barack Obama led the most effective political advertising campaign the world has ever seen.
He set a new standard and it will be interesting to see if future candidates in the US and abroad can beat it.
Some countries don't allow paid for political ads on radio or TV or even in newspapers.
Political parties are limited to placards on lamp posts, political rallies and on-the-street campaigns.
But there are a number of countries that do allow paid for political advertising with varying rules and results.
One of the rules that appears to be universal regards disclaimers.
All political ads, be they on radio, TV, online or in newspapers have to contain a disclaimer.
They have to state that the ad has been paid for either by the political party or candidate concerned or by a particular organisation or company.
South Africa vs.
the USA In South Africa, which allowed political advertising on radio and TV for the first time in the build up to the 2009 general elections, private concerns aren't allowed to pay for or sponsor political ads.
They have to be paid for by the party concerned.
In the US, however, private businesses and organisations are allowed to pin their colours to the mast by donating or sponsoring political ads.
In the US ads are also allowed to champion the party and candidate in an entirely subjective way.
In South Africa a more objective approach is required.
Parties are allowed to state their missions, visions and objectives but aren't allowed to compare themselves favourably to opposition parties or engage in mudslinging or guerrilla marketing.
Radio advertising The downside to the objective SA approach is that radio ads come across as drab and dull.
Granted, the phenomenon is still very new and political parties are unpractised and still experimenting with different formulas, but in 2009 the ads had very little going for them.
They were long and narrated in monotonous voices clearly not designed for radio.
It was like being lectured at by a tired teacher two months away from retirement.
There was no enthusiasm at all.
One tuned out and hoped the one or two minutes (which felt like one or two hours) would end quickly.
TV advertising Television advertising campaigns were much better.
Advertising agencies out-did themselves as they mercilessly plucked heart strings and used evocative imagery to great effect.
The most prolific political advertiser was the ANC - the country's ruling party.
While it refused to divulge how much it spent on advertising, it's safe to assume that it was a prodigious amount.
But they also had the most successful fundraising, so they could afford it.
Current US President Barack Obama led the most effective political advertising campaign the world has ever seen.
He set a new standard and it will be interesting to see if future candidates in the US and abroad can beat it.
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