Authors : Okorie Nelson and Abiodun Salawu
Abstract: In today’s dynamic political environment, political parties are investing on advertising to promote and add value to their chances to win elections. Politicians have overtly acknowledged the power of advertising to influence the electorates to vote for them. This study conducted a thematic analysis of political-animated adverts of All-Progressive Congress (APC) during 2015 general election. The thrust of the study examined the principal objective, recurrent appeal and language representation of these adverts. Importantly, this study was anchored on the agenda setting and uses and gratification theories which provided a theoretical understanding of how political-animated commercials are potent political communication tools for influencing voter’s decision. For this study, qualitative content analysis method was used to provide a thematic analysis of messages contained in political-animated adverts used during 2015 general election. The researchers selected all political animated adverts produced for APC during the 2015 election for sample in this study. Based, on the finding of the research, it was recommended that political animated adverts should be seen as a political branding strategy that can project a positive image or identity of a political candidate to the electorate as well as draw significant votes to the political candidate or political party.
Okorie Nelson and Abiodun Salawu, 2018. A Thematic Analysis of Political Animated Commercials of All Progressive Congress (APC) During 2015 General Election. The Social Sciences, 13: 515-520.