Political Advertising

Abstract

Political advertising is an important type of advertising that affects voters' behavior during election periods. During these periods, political actors try to influence voters positively and gain their votes with election campaigns targeting their target audience. In political advertisements, the aim is to tell voters about the candidates' promises, achievements and projects. In political advertisements, the aim is to influence voters' perceptions and behaviors by supporting visual and linguistic elements. Although political advertising in Türkiye began with posters and radio speeches, it became professionalized with the campaigns that the Justice Party conducted with an advertising agency in 1977. Today, with the developing technology, the campaigns have diversified and are being used more effectively. The media plays an extremely active role in the dissemination of these advertisements. The joint implementation of public relations and advertisements allows the campaigns to be more effective. In this research, it provides the framing of political advertising, its change from the rotten past, the functioning of political advertising, the details of political advertising, political advertising strategies, the relationship of political advertising with public commerce, the realization of political advertising, the purposes of political advertisements and the election strategies of the Justice and Development Party and the Republican People's Party in the 2023 Türkiye General Elections are examined.