Resumen de Areas of research in political advertising: a review and research agenda

Eric Van Steenburg

• Political advertising is an increasingly researched area. Yet the sundry natures of research findings to date demonstrate a body of work searching for direction and a unifying theory. A review of 129 published research articles specifically related to the use of advertising in the marketing of elections uncovered eight themes within this body of work, and helped identify gaps that led to six recommendations for areas of future research, in an effort to stimulate and guide future investigations of political advertising.