Showing 1 through 2 of 2 records. | | Pages: 26 pages | || | Words: 9017 words | || | |
| 1. Glasgow, Garrett. "Interest Groups, Advertorials, and the Public Agenda" Paper presented at the annual meeting of the The Midwest Political Science Association, Palmer House Hilton, Chicago, Illinois, Apr 20, 2006 <Not Available>. 2009-11-24 <http://www.allacademic.com/meta/p136986_index.html>Publication Type: Conference Paper/Unpublished Manuscript
Abstract: We examine the relationship between "advertorials" in the New York Times (advertisements on the op-ed page, paid for by organized interests) and other measures of the public agenda, such as Congressional hearings. |
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| | Pages: 34 pages | || | Words: 14421 words | || | |
| 2. Brown, Clyde. and Waltzer, Herbert. "Lobbying the Readership of the Elite Press: Mobil Oil's Advertorial Campaign on the Op-Ed Page of The New York Times, 1985-2000" Paper presented at the annual meeting of the American Political Science Association, Philadelphia Marriott Hotel, Philadelphia, PA, Aug 27, 2003 <Not Available>. 2009-11-24 <http://www.allacademic.com/meta/p62489_index.html>Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Abstract
Advertorials are paid messages in the media sponsored by organized interests to create and sustain a favorable political environment to pursue their respective goals. Advertorials, a form of outside lobbying, take two broad forms: (a) image advertorials which are paid messages by organized interests designed to create a positive impression of the sponsor and a favorable climate of opinion, and (b) advocacy advertorials which are sponsored messages intended to win support for an interest’s viewpoints on controversial issues. After providing background information and history, we analyze the population of 819 “Op-Ed” page advertorials placed by Mobil (and ExxonMobil) from 1985 through 2000 by to reach the elite audience of The New York Times. Mobil sponsored an advertorial every Thursday, one-fourth of all advertorials (3,283) that appeared on The Times “Op-Ed” page, during the study period. Typologies of advertorials (11 categories) and policy content (28 categories) are used to document over time the placement of advertorials, what types of advertorials are being used, which issue areas are receiving attention, what images and policy messages are being communicated, and the illustrative links between such political advertising campaigns and events in the political environment at the time. It is apparent by their popularity that Mobil (and organized interests) considered advertorials to be an effective form of political communication. We find over time an increasing trend in the placement of advocacy rather than image advertorials, a practice of continuous placement during the study period, and extensive utilization of policy specific advertorial series by Mobil. |
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