Tarih Okulu Dergisi, vol.15, no.58, pp.1971-1993, 2022 (Peer-Reviewed Journal)
Political communication refers to a process in which that process the political discourses, then are the essential characteristics of politics, affect the attitudes and behaviors of voters. Political actors try to convey their messages toward public through various communication channels in the effort of political communication process. Political advertisements are one of the most essential and effective political communication methods. The television commercials are widely used in the political communication process and are accepted as to be one of the most effective tools in political communication. This study examines both the ruling AK Party's and the main opposition party CHP's television commercials, which competed against each other to be ruling party in the 12 June 2011 General Elections in Turkey. The method for analyses is the advertising analysis model introduced by Rutherford (1996) in his book "New Icons: The Art of Advertising on Television". The model bases on aspects of “Meanings, Aesthetics, Structure, Metaphors and Images, Binary Logic, Cultural References, Symbols and Ideology”. The voters' opinions about the election are subject to change affected by the media and the propaganda activities of the political parties during the election periods. Based on the analyisis on commercials, both commercials use a positive and a unifying language in it. Ruling AK Party’s advertisement shows people wearing local clothes from various age groups. Thus, it aims to create an emotional bond between the party and the potential voters. On the other hand, CHP’s commercials give the message around unity and solidarity also yet it framed in a pessimistic manner. That commercial, portrays the opposition leader Kemal Kılıçdaroğlu as he meets the public and appears as a solution to the problems. So that way, it follows a strategy to create a bond between the voter and the leader.