Shaping The Vote: The Behavioural Impact Of Political Advertisements In Electoral Campaigns

Abstract

In a new era of political messaging, where digital communication dominates and political advertising has shifted from traditional TV and print to highly targeted(Echeverría, 2023).Emotionally charged content online, the study employs a mixed-methods approach that combines survey data, content analysis, and voter interview data to evaluate how political ads influence voters' emotional reactions, reinforce existing beliefs, or intensify polarization and persuasion. This research investigates the behavioural impacts of political advertising on voters' choices in election campaigns. Additionally, the research will explore how demographic factors and media platforms shape participation in political advertising. Findings on the behavioural impact of political advertising will enhance our understanding of political communication and democratic participation in the 21st century.