Abstract:
The study examined the use of visual aesthetic and aural techniques as used in
television (TV) political campaign ads during Ghana’s 2016 presidential elections.
The study employed the framing and priming theories. A content analysis of the TV
ads revealed the use of camera and its movements, close-up shots, bird-eye shots,
special effects, picture distortion, sound, vocal delivery, pacing, colour, voice delivery
in congruency, music and graphics as the components that were used in the television
ads studied. The study further showed that the six (6) ads were presented through the
themes of persuasion, consistency, religion and appeal. The study also revealed that
the two political parties based their ads on pertinent social issues with the strategic
and technical application of visual aesthetics components and aural techniques to
effectively communicate their messages. All the ads tried to attain either a positive or
a negative effect on the viewers or electorates giving viewers the opportunity to
evaluate and make voting decisions. The study recommends that, in future, ad creators
for political parties should include the participation of prospective voters during
production stage to enable them share their views on the application of visual and
aural techniques in the ads.
Description:
A DISSERTATION IN THE DEPARTMENT OF COMMUNICATION AND
MEDIA STUDIES, FACULTY OF FOREIGN LANGUAGES EDUCATION
AND COMMUNICATION SUBMITTED TO THE SCHOOL OF GRADUATE
STUDIES, UNIVERSITY OF EDUCATION, WINNEBA, IN PARTIAL
FULFILMENT OF REQUIREMENT FOR AWARD OF THE MASTER OF
PHILOSOPHY IN (COMMUNICATION AND MEDIA STUDIES) DEGREE.
JULY, 2017
