All political parties use different tactics and techniques for their political influence and campaign. Political advertisement is also one among them. A political campaign aims to attract, approach, reach, influence, and convince voters for their benefit. In the past, political campaigns had a different outlook, mainly including addressing large gatherings of people to influence their ideas and ideology. It may take the form of newspaper ads, letters, flyers, radio presentations, brochures, tabloids, articles, billboards, or digital or social media advertising. Nowadays, when technology has enabled fast and vast transmission of information globally, political candidates also use modern means of information transmission to have a far and wide reach. It is a practical approach that provides extensive outreach with comparatively less physical constraints.
Over time, the trend of political advertisements has increased among political groups. One reason for that could be because it allows them to convey their message promptly to their voters effectively. By using different media types for running political advertisements, political parties can approach even that audience that is otherwise left due to their isolated existence, non-interest or ignorance. Nowadays, political parties spend vast amounts of money on advertisements on the media.
Objectives of political advertisement:
The political advertisement, which is primarily a part of a political campaign, maybe done for any of the following purposes.
- For propagating about a political party.
- Representing a political candidate.
- Creating awareness about a political issue.
- Propagating about an issue of public interest.
- Advertising related to government policies, issues, incentives, etc.
- Persuade voters.
Types of political advertisement
A political party may propagate its campaign through different kinds of advertisements. Some of them are mentioned below.
The issues ad:
The issues ad aims to stress the key points about one or all of the real issues of the political campaign. These kinds of ads are also known as positive ads. These ads only highlight those issues that are positive or beneficial for the campaign by addressing its message. These ads are not concerned with the opponents’ point of views instead it stresses on what your political party and your candidate thinks.
The Name Id ad:
As the name refers to, this kind of ad aims to introduce the political candidate’s name. This ad aims to make the name of the candidate popular and well-known among the voters so that they can associate it with the message of the political campaign. The Name id ads do not include much detail about the issues rather than making the candidate’s name known in the voters’ minds.
The “get out and vote” ad:
The “Get Out, and Vote (GOTV)” ads are basically ads generated to motivate the voters to use their right to choose the best candidate, which is most probably your candidate. These ads are usually prepared and displayed before the election’s day to have the candidate’s maximum voter turnout.
The negative ad:
The negative ad is the type of political advertisement that entirely focuses on the opponent. This ad aims to make the people aware that the ideas and thoughts of your opponent candidate are contradictory to the public interest and pessimistic. Negative ads are completely fine until and unless they are based on logical facts and free from fallacies. They do not in any way mean that you disgrace your opponent on baseless claims or by spreading false rumors. If personal emotions are not involved in this type of political ad, it may prove to be the best kind of political ad in some circumstances.
The comparison ad:
The comparison ads are designed to present a comparison between the ideas, thoughts, and aims of two candidates. This ad’s main objective is to prove the superiority of your candidate by presenting a major difference between him and his opponent. It is an effective method to persuade voters to vote for your candidate or at least not vote for the rival candidate. It presents your candidate’s stand about an issue and your opponent candidate’s viewpoint to show that your candidate is more considerate and eager for the solution of certain issues of public interest.
The bio ad:
The type of political ad that consists of the candidate’s biographical information is known as the Bio advertisement. It may also include other information such as the form where the candidate belongs and some key qualities that make him superior to others. These ads are usually sent at the beginning of a political campaign.
Impact of social media on political advertising
The use of social media for the purpose of political advertising has brought an evolution in the field of political campaigns and particularly political advertising. This trend has been increasing over the past years, and now we see more emphasis and inclination of political campaigns towards social media platforms than other forms of media. A reason for this may be because it provides more outreach and quick response from the public. It also provides more control to the political parties over their campaign, targeted audience, and track public response. This helps design their strategy to attain their objectives.
You must keep this thing in the notice that the use of social media for a political advertising campaign can have both positive and negative results on the voting process. Some parties may use this platform for creating aggression among the voters that promotes violence and against the objectives of democracy. Another possibility is the spread of fake news over social media as there is no proper check and balance on the authenticity of the news on social media. The pace of news propagation on social media is far more than other forms of media like news channels or newspapers. It entirely depends on the political parties how they use social media’s powerful platform for the fulfillment of their objectives in an ethically correct manner.
Michael Brown is a political analyst for two decades. He is also a social media expert offering his web content service for the students of the UK. His articles speak volumes of his expertise in the field.