POLITICAL PROPAGANDA ADVERTISEMENT ON THE ELECTORATES: EXAMINING THE EFFECT OF CAMPAIGN STRATEGIES IN GHANA
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George Kushiator
Samuel Mawusie
Michael Adashie
Bertha Ayim
This study focuses mainly on the review of literature regarding political parties and their strategies using visual design elements in political propaganda advertisements which has been in practice for many decades. Research has shown that visual design elements have a significant impact on people's perception and behaviour. Political advertisements use visual design elements to create a lasting impression on the electorates' minds. Political parties employ various graphic art products, such as posters, billboards, and flyers, with text and images as powerful visual communication tools to shape the opinions and decisions of the various types of electorates during election campaigns. While political advertising is widespread in modern elections, there exists a notable knowledge gap regarding the precise extent and ways through which these advertisements influence voter behaviour. Advertisementsual design elements in political advertisements are a critical aspect of modern political campaigns. The visual design elements are used to attract attention, convey messages, and influence the electorates' decision-making process. The study aims to contribute to the existing body of knowledge on political propaganda and inform political campaigns' strategies. This study also aims to fill a knowledge gap by investigating the extent and ways through which these political advertising influences voter’s behaviour. This study seeks to explore the effects of visual design elements such as billboards, posters, and flyers in political propaganda advertisements on the electorates' decision-making process. The outcome and discussions of this study would have implications for political parties and advertisers seeking to effectively influence the electorates' decision-making in Ghana-Kumasi.
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