“…In parallel to the spending on political advertisement, research on it has been growing. Besides structural topics – like ethics and policy (e.g., Banker, 1992 ; Shaw and Ragland, 2000 ; Gelb and Bush, 2011 ), branding (e.g., Guzmán and Sierra, 2009 ; French and Smith, 2010 ), and technological advancements (e.g., Kaid, 2002 ; Mylona, 2008 ), this research area also investigated psychological aspects of the strategies in political advertisement (e.g., Benoit, 2000 ; Airne and Benoit, 2005 ; Dardis et al, 2008 ), and compared them across cultures (e.g., Kaid and Holtz-Bacha, 1995 ; Griffin and Kagan, 1996 ; Tak et al, 2007 ; Harris and Lock, 2010 ).…”