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Throughout history polititians have used various methods , such as persuasive speeches , political advertising and political rallies , to achieve their “primary goal,the winning votes� . But according to the results of the reseach made by Won Ho Chang (Professor and Director of the Stephenonson Research Center at the University of Missouri’s School of Journalism) , Jae-Jin Park (Public Relation Specialist with LG Corporation in Seoul, Korea ) and Sung Wook Shim(graduate student in the School of Journalism at the University of Missouri ) in 1998 “over the years , politicians have found that it is most advantageous to use political advertising to persuade voters �. For example ,the majority of presidential campaigns depend on television advretising . Clinton spent $12 million of his $30.9 million limit on television commercials in the middle of the primaries , $42.4 million during preconvention , and $44 million on television ads in the general election . A total of $98.4 million was used on television commercials . Why did he spent such a great sum of money on television ads ? Political advertising , in contrary to product advertising , must get results in a short period of time , and poltical practitioners use several kinds of political advertising : image , issue and negative advertising . “Although there exists no rule in using political advertising , prior to the 198s candidates usually used issue and image ads at the beginning of a campaign to establish their positive image and then used negative ads at the end of campaign to attack the opponent . However , those strategies were abandoned in the 1980s . A significant trend in today’s political advertising is the increasing use of negative political advertising .� Politicians nowadays use this very kind of “self-advertisement� from the beginning of the campaing and during it whole .

Why do political practitioners increasingly...