Abstract:

The political parties are trying to convince them in their political advertisements. One of the basic components of the persuasion process is the arguments. Most political advertising contains one or more arguments in its content. It is known that the argument formed by the combination of certain elements is structured in the framework of classical understanding by writing or by verbal expressions. However, in this process of configuration of the argumentation, the advertising film is overwhelmed by visual elements. In this study, visual arguments, as a kind of argument, were studied through political advertisements. In other words, it has been studied how visual elements are used in the structure of an argument. In the framework of the study, a advertisement used by the AK Party, CHP and Saadet Party was analyzed in the Presidential and Parliamentary Elections held on 24 June 2018. These ads, which are a good example of the subject of visual argumentation, are classified according to the components of the argument. It is also analyzed by identifying the types of visual arguments in which all the arguments are formed visually, mainly the karma (hybrid) type. Researchers interested in the subject can also study other commercial ads as they can evaluate different political ads.