| Article |
|---|
| Article name |
Analysis of Political Advertising: the Impact of Interest in Nominees |
| Authors |
Gartvig B.. , Belova O.V. Candidate of Political Sciences, Associate Professor, Public Relations department, ksenana@mail.ru |
| Bibliographic description |
Gartvig B. V., Belova O. V. Analysis of Political Advertising: the Impact of Interest in Nominees // Transbaikal State University Journal. 2025. Vol. 31, no. 2. P. 61–70. DOI: 10.21209/2227-9245-2025-31-2-61-70 |
| Category |
Politology |
| DOI |
32.019.5; 324 |
| DOI |
10.21209/2227-9245-2025-31-2-61-70 |
| Article type |
Original article |
| Annotation |
Political advertising plays a key role in shaping electoral behavior and public opinion. This research is relevant in the light of growing political competition and difficulties in communicating the advertising message to the target audience. Against the background of the digital technologies dynamic development and increasing complexity of the information environment, the electorate is increasingly selective about political content, which makes the “interest in nominees” factor one of the decisive factors in evaluating the effectiveness of advertising strategies. The object of the study is political advertising. The subject is the influence of audience interest in political nominees on the perception and effectiveness of election campaigning. The purpose of the study is to identify and systematize, based on the analysis of scientific literature and empirical data, the mechanisms by which interest in the nominees affects the political advertising effectiveness, as well as to determine the directions of future research related to this issue. The methodology includes content analysis of political advertising, discursive analysis of candidates’ rhetorical strategies, as well as the study of empirical data from opinion polls. The article presents an analysis of how linguistic and media strategies contribute to the sustained interest formation in a candidate, enhancing the impact of political messages. It also shows how a high degree of interest in a candidate enhances the cognitive and emotional engagement of voters and affects the perception of election slogans. The relationship between the personalization of political discourse, lexical and rhetorical means of persuasion, and the dynamics of electoral preferences is demonstrated.
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| Key words |
political advertising, election campaign, candidate appeal, media linguistics, discourse analysis, electoral behavior, digital media, linguistic persuasion strategies, political communication, interest in the nominees
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| Article information |
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| References |
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