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Politics in a consumer society
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ISBN10: 6209808980
ISBN13: 9786209808982
Publisher: Our Knowledge Publishing
Published: Apr 30 2026
Pages: 56
Weight: 0.19
Height: 0.13 Width: 6.00 Depth: 9.00
Language: English
ISBN13: 9786209808982
Publisher: Our Knowledge Publishing
Published: Apr 30 2026
Pages: 56
Weight: 0.19
Height: 0.13 Width: 6.00 Depth: 9.00
Language: English
This study examines whether methods used in product advertising are being adopted in political advertising in Germany. It therefore focuses on those campaign tactics that came to public attention following Donald Trump's election, although they were already familiar to experts as marketing methods. First, the key terms 'political advertising' and 'product advertising' are defined and their methods described. The central thesis of this paper is that the public sphere today functions as a market, not only for consumer and entertainment offerings, but also for politics. This means that politics competes with other providers. However, democratic politics must be visible in order to promote its agenda. Visibility is therefore a prerequisite for the legitimacy of politics. The analysis is based on interviews with experts in political marketing. A key component is the comparison of the two forms of advertising.
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