TY  - JOUR
T1  - A Thematic Analysis of Political Animated Commercials of All Progressive
Congress (APC) During 2015 General Election
AU - Nelson, Okorie AU - Salawu, Abiodun 
JO  - The Social Sciences
VL  - 13
IS  - 3
SP  - 515
EP  - 520
PY  - 2018
DA  - 2001/08/19
SN  - 1818-5800
DO  - sscience.2018.515.520
UR  - https://makhillpublications.co/view-article.php?doi=sscience.2018.515.520
KW  - Theme
KW  -analysis
KW  -politics
KW  -advertising and 2015 general election
KW  -APC
KW  -qualitative
AB  - In today’s dynamic political environment, political parties are investing on advertising to promote
and add value to their chances to win elections. Politicians have overtly acknowledged the power of advertising
to influence the electorates to vote for them. This study conducted a thematic analysis of political-animated
adverts of All-Progressive Congress (APC) during 2015 general election. The thrust of the study examined the
principal objective, recurrent appeal and language representation of these adverts. Importantly, this study was
anchored on the agenda setting and uses and gratification theories which provided a theoretical understanding
of how political-animated commercials are potent political communication tools for influencing voter’s decision.
For this study, qualitative content analysis method was used to provide a thematic analysis of messages
contained in political-animated adverts used during 2015 general election. The researchers selected all political
animated adverts produced for APC during the 2015 election for sample in this study. Based, on the finding of
the research, it was recommended that political animated adverts should be seen as a political branding strategy
that can project a positive image or identity of a political candidate to the electorate as well as draw significant
votes to the political candidate or political party.
ER  -