PERCEPTION ON POLITICAL ADVERTISEMENTS

Abstract

Political advertising central focus is the marketing of ideas, attitudes, and concerns about public issues, including political concepts and political candidates. The essential task of political advertising is to gain the confidence of the people for their acceptance of ideas and, in the case of political campaign advertising, to influence their vote. Political advertising differs from commercial advertising in that the product is either a person or a philosophy rather than goods and services. Also, political advertising carries a moral implication, because the results have potentially far-reaching effects on the population at large. Political advertising raises many controversial social questions concerning the funding of political campaigns, the truth or reality of political claims, and the likelihood of slanderous or libelous claims made by political candidates. This study is especially conducted during the run up for the Kerala CM elections in the month of April.