Abstract

ARANGO ESPINAL, Edwin; CEBALLOS MOLANO, Raquel  and  OSORIO ANDRADE, Carlos Fernando. Political advertising research: a bibliometric analysis. Rev. Guillermo Ockham [online]. 2020, vol.18, n.2, pp.181-189.  Epub Jan 07, 2021. ISSN 1794-192X.  https://doi.org/10.21500/22563202.4574.

Political advertising has become a field of high interest to social scientists over time. The purpose of this document is to analyze the literature developed around the subject, identifying the growth trend over time, relevant authors, regions where the concept has been studied, fundamental characteristics of political advertising, and finally, future lines of research. The research uses a bibliometric analysis of 295 manuscripts extracted from Web of Science. The results suggest that the field of political advertising has been growing in the last five years. However, in Latin America, academic production is scarce. It is evident that the topics of greatest interest have revolved around the role that political advertising plays in promoting candidates and parties, the effects of the announcements on the electorate and the influence of aggressive or negative advertising.

Keywords : bibliometric analysis; political advertising; political marketing.

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