POLITICAL ADVERTISING AND THE ELECTORATES CHOICE OF CANDIDATES IN NIGERIAS 2015 GENERAL ELECTION: A STUDY OF SELECT ELECTORATE IN ANAMBRA STATE

Daniel Ezegwu, Owo Raymond Etukudo, Uwem Asuquo Akpan

Abstract


Political advertising aims at informing, educating and persuading the electorate to favourably support the idea of a particular candidate or party. This paper evaluates the influence of political advertising messages on the Nigerian electorates choice of candidates in Nigerias 2015 General Elections, with emphasis on the electorate in Aguata Local Government Area (L.G.A), Anambra state. The study sought to determine the extent the electorate in Aguata L.G.A was exposed to political advertising, as well as the extent they were influenced by political advertising messages in their choice of candidates during the elections. The study was designed as a survey. Findings revealed that the electorate in Aguata L.G.A was exposed to political advertising; radio was the main channel through which they were exposed to political advertising; and, this electorate were somewhat influenced by the political advertising messages they were exposed to. The study concluded that political advertising remains a veritable tool to securing victory in Nigerian elections. The study therefore recommended that politicians and political parties should emphasize only credible messages to the electorate; and the electorate should not depend on political advertising alone for information on aspirants, rather they should explore other sources such as family, friends, and party members.


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