Abstract/Description
The present study analyzed the content of print media political advertisements published during electoral campaign for Pakistan’s General Elections, 2013. The study aimed to identify the persuasive themes related to persuasive tactics used by different political parties. The analysis was done on the basis of Elaboration Likelihood model (Salmon & Choi, 2003) and Aristotle’s Rhetoric Persuasion Model (Demirdogen, 2010). Three most favorite parties were selected for this analysis. The sample consisted of total 162 advertisements; including the three parties from the top 2 newspapers for both English and Urdu.105 advertisements were of Pakistan People’s Party (PPP), 32 of Pakistan Muslim League-Nawaz (PML-N) and 25 were of Pakistan Tehreeke-Insaaf (PTI). The content analysis was done for themes related to emotional vs. factual content, negative campaigning vs. positive campaigning and other related themes. There was difference between political campaigning used by the three parties. PPP used factual content more frequently in advertisements while PML.N and PTI dominantly used emotional content. There was also a difference between positive and negative campaigning done by the parties. PML.N used only positive campaigning in their entire political campaign on the three newspapers. PTI used only 8 % of their campaign as having negative content. PPP used 29.5% part of their campaign in print media having negative content. These results give an overview to the type of political campaigning used in Pakistani elections 2013. The current study has implications in political psychology and marketing field.
Location
Seminar Room, S4 1st Floor, CED Bldg
Session Theme
Session 3: Parallel Sessions
Session Type
Event
Session Chair
Dr. Zaki Rashidi
Start Date
3-5-2014 2:30 PM
End Date
3-5-2014 5:00 PM
Recommended Citation
Ahmad, N., & Waqar, S. (2014). Parallel Sessions (Advertising): Print media political advertisements in Pakistan’s general elections, 2013: a qualitative analysis. International Conference on Marketing. Retrieved from https://ir.iba.edu.pk/icm/2014/day1/11
Included in
Parallel Sessions (Advertising): Print media political advertisements in Pakistan’s general elections, 2013: a qualitative analysis
Seminar Room, S4 1st Floor, CED Bldg
The present study analyzed the content of print media political advertisements published during electoral campaign for Pakistan’s General Elections, 2013. The study aimed to identify the persuasive themes related to persuasive tactics used by different political parties. The analysis was done on the basis of Elaboration Likelihood model (Salmon & Choi, 2003) and Aristotle’s Rhetoric Persuasion Model (Demirdogen, 2010). Three most favorite parties were selected for this analysis. The sample consisted of total 162 advertisements; including the three parties from the top 2 newspapers for both English and Urdu.105 advertisements were of Pakistan People’s Party (PPP), 32 of Pakistan Muslim League-Nawaz (PML-N) and 25 were of Pakistan Tehreeke-Insaaf (PTI). The content analysis was done for themes related to emotional vs. factual content, negative campaigning vs. positive campaigning and other related themes. There was difference between political campaigning used by the three parties. PPP used factual content more frequently in advertisements while PML.N and PTI dominantly used emotional content. There was also a difference between positive and negative campaigning done by the parties. PML.N used only positive campaigning in their entire political campaign on the three newspapers. PTI used only 8 % of their campaign as having negative content. PPP used 29.5% part of their campaign in print media having negative content. These results give an overview to the type of political campaigning used in Pakistani elections 2013. The current study has implications in political psychology and marketing field.
