The Role of Political Advertising in the Czech Republic

Authored by: Jan Jirák , Anna Shavit

Routledge Handbook of Political Advertising

Print publication date:  March  2017
Online publication date:  February  2017

Print ISBN: 9781138908307
eBook ISBN: 9781315694504
Adobe ISBN: 9781317439783

10.4324/9781315694504.ch10

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Abstract

Political campaigning belongs among those innovations in the public sphere which were introduced to Czech society after the socio-political changes which began in the fall of 1989. With the process of democratization, the former Czechoslovakia and the Czech Republic as its successor since 1993 accepted methods of contemporary political marketing and advertising. The first post-1989 parliamentary election (in 1990) was accompanied by a campaign and political parties and associations struggled for voters’ attention, using meetings, mass media and outdoor advertising, including billboards, print, television and radio advertising, as well as direct marketing methods (for more see Jirák & Šoltys, 2006).

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