Advertising and American Politics

Television advertisements have become an almost essential means to gain the attention of voters and a major expense for political candidates. Television also increased both the importance and the expense of campaign advertisements. Because Americans today generally pay less attention to politics, advertisements during the weeks prior to election day are crucial for gaining and mobilizing voters. Also, campaigns often broadcast negative advertisements, designed to discourage voters from supporting one's opponent. Television advertising, particularly in large cities, is expensive, which in turn requires campaigns for national office to raise large amounts of money. Since presidential campaigns and many Senate races have become extraordinarily expensive, candidates and parties have been forced to devote considerable attention to fundraising, which has in turn brought accusations that American politics has been corrupted by politicians' dependence on large contributors.