Impact on Brazilian Voters of FEBA and Campaign Strategies -- Conclusion -- Notes -- References -- 9 Political Advertising in Chile: State of Play in a Period of Changes -- Tradition of the Post-dictatorship Political System -- Winds of Change -- Regulation of Political Ads -- Key Points in Research on Electoral Ads -- Electoral Funding and Political Ads -- Bachelet and the Feminization of Research -- Personalization and Storytelling -- Social Media: A Promising Growth -- Conclusions -- References -- 10 The Role of Political Advertising in the Czech Republic -- Brief Overview of the Socio-political Context -- The Media/Public Communication System in the Czech Republic -- Political Advertising as a Part of Czech Media Communication -- Political Advertising and Political Communication -- Conclusion -- Notes -- References -- 11 Political Advertising in France: The Story and Effects of a Slow Liberalization -- Political and Electoral System -- Political Institutions -- Electoral System -- History and Regulation of Political Advertising on Television -- History -- Regulation of Broadcast and Production -- Regulation of Content -- Format -- Research on the Content, Reception and Effects of Ads -- The Predominance of Content Analysis -- Discourses -- Pictures -- Strategies -- Reception -- Relevance of Advertising as a Campaign Channel -- The Internet -- Conclusion -- Notes -- References -- 12 Does Political Advertising Still Have an Impact on the Outcome of Election Campaigns? -- Political and Electoral System -- Political System -- Electoral System -- History of Political Ads -- Relevance of Advertising as Campaign Channels -- The Role of the Internet for Campaign Advertising -- Regulation of Political Advertising on Television and the Internet -- Research on the Content, Reception and Effects of Ads -- References -- 13 Political Advertising in Italy