Spot On: The Role of Political Advertising in Australia

Abstract

During an election campaign, political advertising is not the only means by which the Australian political parties seek to persuade voters but it is 'the most expensive one, perhaps the most precise one and the only one over which the parties have complete control' (Mills 1986, 132). Over $30m is now spent on advertisements during federal elections, with up to 70% of the major parties' campaign budgets devoted to television advertising alone. When one considers that 90% of Australians are exposed to televised political advertising, the parties' control over these messages takes on particular significance. This article explores the apparently limited interest among academic analysts in political advertising in Australia, explains that advertising now has a central role in the political process and argues that this needs to be recognised in scholarly research.