Özet:

The main objective of this study is to identify the strategies implemented in the advertising campaigns and the messages to be transmitted to the target audience by examining the political ads published by political parties in the newspapers in the local elections of 30 March 2014. Political parties in their advertisements are the side objectives of the study of how they tell the party’s identity and ideology, how much they reflect it on their advertisements and which topics they prefer to send more messages to influence the voter’s audience they target. The research is of importance because the local elections of March 30 are examining the parties’ ads and thus revealing how political parties in Turkey use the ads. The research has been limited to political ads published in the newspapers by the “AK Party, CHP and MHP” who received multiple votes according to the election results. Another limitation of the study is the political advertisements published between 15-29 March 2014 by the Hürriyet, Republic and Time newspapers, which have different reader profiles, adopts different ideologies and are preferred by the wide crowd. Advertisements discussed in the framework of the research were studied by content analysis technique. As a result, it is found that the parties prefer positive ads than text in advertising, and the opposition parties prefer negative ads. The ideology-based policy has been achieved as a result of political advertising strategies that have left the place to meet short-term desires with general economic interests, curl policies and image concerns.