The Art of Deception in Political Advertising: A Study of Nigeria’s 2015 Presidential Election Campaigns
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IGI Global
Abstract
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Television advertising is a growing important aspect in presidential electoral campaigning. It accounts
for a big part of the electioneering expenses. Presidential political advertisements are important sources
of information to voters. Their messages may influence poll results. Using a content analytical method,
this study examined 12 of the presidential campaign advertisements created for ex-president Goodluck
Jonathan and his People’s Democratic Party (PDP); and the opposition coalition flag bearer, Retired
General Muhammadu Buhari and his All Progressives Congress during the 2015 Nigerian presidential
election campaigns. The aim of this study was to identify the deceptions in these advertisements. This
study found that both sides engaged in deceptive advertising. Buhari/APC engaged more in misinformation,
lies, misrepresentation and spreading of unproven facts. Goodluck/PDP avoided misrepresentations
and misinformation, but used lies, unproven assertions and pufferies. It is recommended that campaign
advertisements be scrutinized before they are aired.
Keywords
H Social Sciences (General), JA Political science (General), L Education (General)