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date: 05 June 2020

Abstract and Keywords

This chapter argues that the shift toward earlier presidential advertising and the advent of micro-targeting have increased the power of political advertising dollars. The rise of third-party advertising has altered the electoral and legislative dynamic. Other factors, such as the rise of nondisclosing third-party political advertising, the increased prevalence of internet advertising, and micro-targeting, have reduced the ability of journalists and the public to hold messengers accountable for the deceptions in political ads. These shifts have posed challenges for scholars bent on understanding the effects of political advertising.

Keywords: political advertising, third-party advertising, micro-targeting, campaign finance, deception in politics, political advertising effects

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