Influence of Political Advertising on Voter Behavior (A Study of 2017 Gubernatorial Election in Anambra State)

ABSTRACT

It has become more fashionable to use political messages to create awareness during political campaigns. Indeed political advertising is becoming very popular since it aids the candidate to create awareness and persuade the people to buy into his views. Political campaign materials can come through different media: print (including billboards and flayers) or broadcast (Tv and Radio).This study examined the influence of political Advertising on the Behaviour of Anambra state Electorate: A study of 2017 Gubernatorial Election in Awka North.  The study sought to determine the extent the people were exposed to the media, also to ascertain the medium through which they were exposed to political messages as well as if the people were influenced by the political messages. The study was designed as a survey. Findings revealed that the electorate in Awka North LGA were not always exposed to the media messages, the people of Awka North watched and listened more to television political messages and the people of Awka North were influenced by the political messages. The study concluded that indeed Political Advertising served as an effective political communication strategy through which political candidates market themselves and send information to the voters. The study therefore recommended that the media especially television should strategize message delivery to engender confidence in its listener to retain their trust, that candidates should enlarge and strengthen their political messages in both newspaper and radio and politicians and political parties should make efforts to give credible messages since most electorate are influenced at voting by political messages.