POLITICAL ADVERTISING AND RHETORIC ANALYSIS OF THE 2019 APC-PDP GOVERNORSHIP ELECTION

ABSTRACT

The study focuses generally on Political Advertising and Rhetoric Analysis of the 2019 APC-PDP Governorship Election in Bayelsa State. The objectives of the study were to analyze the use of political rhetorics by the APC- PDP, their governorship candidates and party stalwarts during the 2019 Governorship Election in Bayelsa State. Find out whether the advertising messages were linked to an increase in voters knowledge of candidates personality and to find out the influence political advertising and political rhetoric had on the votes in the 2019 governorship election in Bayelsa State. The study is grounded on the theory of Voting Behaviour and Reasoned Action and the Attitude Change theory. The study adopted the survey research approach, using the analytical approach and with the help of questionnaires. The findings show that, respondents had very high level awareness of political advertising and rhetoric during the 2019 governorship election in Bayelsa State. Also from data gathered, it was evident that most of the electorates were exposed to the campaign activities of both parties mostly through television. Furthermore, from data gathered from respondents, it shows messages of the APC were more convincing, statistics of issues as it affects the state were more believable and sincere. Lastly, the direction of influence of the advertisements on respondents were also in favour of the APC. On the basis of this findings, the researcher recommends that, the media should hold political parties and the winners of elections accountable should they fail to implement their promises to the electorates during the campaigns. Failure to fulfill electoral promises in the cause of political advertisement or by way of rhetoric should be regarded as political offense, thus, special courts should be set up to oversee when politicians are charged of this offense.