Political Advertisement Analysis

insults and accusations to damage the reputation of a candidate which can lead to the discouragement of political participation. In political campaigns, an attack ad is an advertisement that creates a message that can personally attack an opposing candidate in order to gain votes or attract voters. There is a rise in interest, attention, efficacy, discussion, advocacy and trust when attack ads increases in a campaign. When the attacks become more personal, mudslinging increases. Mudslinging is said to have a negative effect on voters plan (Brader and Corrigan, 2007). To mobilize citizens, Politicians notify citizens of issues and make these issues noticeable to widespread anxiety or anger over them. During campaigns, the politician

Political advertising cause citizens to think about the consequences behind the present race in their lives and they associate themselves with political parties (Cho, 2008). Shaw (1999) found that campaigning provides a link between the candidate and the voters. Politicians usually make promises during campaigns to get votes in order to win an election. There are five responses to avoid hard-hitting attacks: silence, counterattacks, denials, counter imaging and justifications. Some are more effective than others. There are positive and negative ways to reframe attacks by campaign to have less impact on voters. The traditional wisdom shared by some political advisers, that negative ads “work” is an overgeneralization, while some negative ads work others do not. Denials are seen as the best option available strategy for countering campaign, this is where the facts are seen clearly on the viewer’s side and there are not as much space for clarification; additionally, most attacks have some genuine basis even though they can be seen as false at some point and are not always

Some people do not want to be influenced so they resist persuasion to the best of their ability. There are strategies to resist persuasion; Avoidance and Contesting strategies. Avoidance strategies is basically protecting oneself from the message that can have an influence on the individual. There are three types of avoidance, they are, physical, mechanical and selective avoidance. Physical avoidance, for example, a person leaving the room to avoid the commercial message on the television. Mechanical avoidance, for example, ignoring the commercial message. And Selective avoidance is where a person avoids media programming that consist of contradicting messages. Another is the contesting strategies. There are three forms of contestation, include contesting the content, contesting the source and the persuasive strategies used in the message. Contesting the message is a constant used strategy that persons use to resist persuasion, this strategy is to counter argue the message (an argument in resistance to another). When contesting the content of the message, persons will focus on the argument within the message and then use counterargument to disprove it