Abstract:

Political advertisements play a significant role in improving the relationships between political parties, candidates, and voters. Political advertisements serve as a platform for political entities to establish their identity, articulate their political narratives, secure the loyalty of their existing voter base, and influence the electoral inclinations of opposition supporters, the undecided and apathetic segments of the populace. Political advertising is a crucial method of political communication for political actors, and it is widely acknowledged that well-crafted political advertisements have an impact on election results. This study centers around commercial films with the slogan 'Let's go/do it' (Haydi), created for the Presidential candidates of the People's Alliance and the Nation Alliance during the 2023 Presidential and 28th Term Parliamentary General Election campaign process. In this study, the explicit and implicit meanings of visual and linguistic signals in political advertisements were determined and the presentation forms of the messages conveyed to the voters were analyzed by using the semiotic method. İt was observed that the AK Party utilized positive rhetoric in its advertisements to appeal to voters to preserve the status quo. Conversely, the CHP employed a strategy of negative discourse against the AK Party, aiming to disengage voters from their allegiance while simultaneously cultivating sympathy for its own candidate through positive rhetoric.

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