Özet:

The primary challenge faced by governments is to establish their legitimacy. Governments that can gain legitimacy by obtaining social consent have resorted to various methods throughout the ages. With the emergence of democratic societies and the development of mass communication, political parties have employed various strategies to secure votes from the masses. In the political election process, rallies, posters, brochures, and campaign songs are frequently used to establish consent and win votes. Another method employed in this process is political advertisements. Political advertisements are significant tools for candidates to introduce themselves and their projects to voters and influence their decision-making. This study aims to identify the elements used to establish social consent in political advertisements shared on the YouTube accounts of the Justice and Development Party (AKP) and the Republican People's Party (CHP). Content analysis and semiotics are employed in this study. The main findings obtained through content analysis indicate that both parties shared an equal number of advertisement videos on their social media accounts, addressed the general public, covered multiple topics in their advertisements, and utilized emotional appeal. Through semiotic analysis, it is determined that the CHP attempts to establish social consent through unity, solidarity, freedom, trust, and hope, while the AKP aims to achieve it through loyalty, unity, togetherness, family values, affection, trust, and hope.

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