A study on visual aesthetics and aural techniques usage in television (TV) political campaign advertisements during Ghana’s 2016 presidential elections

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.