What is the term for supporting a candidate directly rather than an issue?

The term for supporting a candidate directly rather than an issue is express advocacy. This refers to clearly urging voters to support a candidate or to advocate for their election through specific messaging, often using distinct slogans or calls to action. Express advocacy is typically characterized by messages that explicitly mention a candidate's name and encourage a vote for them, unlike issue advocacy, which focuses on promoting specific political issues without directly endorsing a particular candidate.

In the realm of campaign finance, express advocacy is also tied to regulations regarding how money can be spent in support of candidates, as it is subject to different laws than general issue advocacy, which may discuss broader topics without directly tying them to a candidate. This distinction is important, particularly in understanding campaign finance laws and the nature of political communication during elections.