The "limited effect" model originated by Lazarsfeld is not sufficient for full analysis of the political influences effected by television advertisements for candidates for political office. Newer political communication research indicates that, in both British and American politics, television political commercials have eroded party loyalty, have been able to influence positively viewers who have low ego-involvement in the message topic, have some possibility of influencing the uncommitted voter, and have a greater sophistication than ever before. Political messages on television tend to set agendas--create from whole cloth the political issues and the ranking importance of the issues. However, mass media, especially television, is currently tending to reduce creditability of the political system in the minds of citizens. Election participation will falter if this trend continues. (CH)