Abstract: This study gives general introduction of how advertisement influenced the Nigerian electorates as well as statement of the research, aims and objectives of the study, research questions and significance of the study. It also examined the influence of political advertising messages on the choice of governorship candidates by the electorate in Ogun State, South West Nigeria, in the 2011 governorship election. The study sought to ascertain the extent that the electorates in Ogun State was exposed to political advertising; which media was the electorates most exposed to in political advertising as well as the extent that political advertising influenced the voting decisions of the electorate. To achieve this, the study used the survey method with the questionnaire as research instrument. Through multi-stage sampling, 120 respondents were selected in the two of the three senatorial districts in the State and administered the questionnaire. The findings indicated, among other things, that the electorate in Ogun State was well exposed to political advertising; that radio was the most effective channel for political advertising; that the respondents were influenced in their choice of candidates to the extent that they perceived such messages to be credible. In the light of these findings, it was concluded that political advertising was an essential factor in the political decisions of the electorates in the State. Similarly, it was recommended that candidates should strive for credibility in their political messages, while the electorates should be critical of all political messages to decipher the truth.
Keywords: Voting Decision, Election Campaign, Message Credibility, Persuasion, Favourable Image, Manifestoes.
Title: Impact of Political Advertising on Nigerian Electorate
Author: Seun Bolaji Abati
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
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