Abstract:

Political advertisements intensively used especially during the election periods as mass medium to reach wide voter crowds are considerably important political communication way applied by political actors. Political Advertisements are aiming the construction of persuasion and behavior as it is desired by political actors, through conveying persuasive message fictions and arguments prepared within this scope in such wide range that is from conventional media to new communication media. Most of the time, ways that are believed as the ways that voters will be convinced through are prefered and messages are designed by means of the profiles of voters are taken into consideration by professional teams.That work coming out through this context is aiming to bring a new point of view rather than Elaboration Likelihood Model (ELM) and is focusing on the use of the central and environmental persuasion arguments. In accordance with this purpose, before the Istanbul Local Elections on March 31, 2019, political advertisements that Binali Yıldırım as Cumhur İttifakı’s candidate and Ekrem İmamaoğlu as Millet İttifakı’s candidate published through their official youtube channels are being subjected to descriptive analysis.In consequence of the analysis, in addition to the situation that Binali Yıldırım developed an argument by intensively applying to both environmental and central way, and even there are some avaliable categories where use of central persuasion arguments by both candidate are determined, it is detected that,both candidate tried to generate attitude and behaviour difference on electorate through the environmental persuasion arguments predominantly. 

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