Political Advertising Presentation

1. Presented by: Rawen Abbassi
ADS & POLITICS
University of Carthage
Higher Institute of Languages of Tunis

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Content
Introduction The influence of Political
Ads
Case Studies Conclusion
Ethical Considerations

3. Introduction
“Advertise” is a verb form of English word
“Advertising”. It has its origin in a classical Latin
word “Advertere”, meaning “To turn (one’s
attention) to or towards (something)”
Political Advertising is all of the advertising
activities that are carried out within the political
campaign process, aiming at promoting the
candidate or parties ideologies, or issues to
influence public opinion, shape perceptions and
get support for specific political entities or
causes

4. the Influence of Political Ads
Impact on Voter Bhavior
Shaping Public Perception
Research suggests that exposure to
Political Ads can influence voter’s
attitudes and choices. The mere
repetition of a message can create
familiarity and credibility, impacting
decision-making
Investigate how fear appeal, positive
messaging and endorsements
contribute to shaping voter behavior.
examining psychological aspects can
shed light on why certain strategies
are more effective in swaying
opinions.
Political Ads often employ storytelling
techniques to create a narrative that
resonates with voters emotionally.
They may use personal anecdotes,
compelling visuals, or relatable
scenarios to establish a connection.
Understanding how emotions play a
crucial role in these Ads helps reveal
the strategy behind messages that
evoke specific feelings, influencing
how the audience perceives
candidates.

5. Ethical Considerations
Manipulation in Political
Ads
Emotional Appeal: Using emotions excessively to
sway opinions.
Misleading Messaging: Presenting information
selectively or out of context.
Negative Campaigning: Focusing on Character
attacks rather than policy differences.
Truth in Political Ads
Factual Accuracy: Providing accurate information
supported by evidence.
Transparency: Being open about funding sources
and affiliations..
Fact-Checking: Verifying claims to ensure
accuracy and integrity.

6. WASHINGTON — A manipulated video
featuring Joseph R. Biden Jr. and spread by
President Trump over the weekend has
ratcheted up an online war that has put
Twitter and Facebook in the middle of a
debate over political speech.
The campaigns have fought for months over
misinformation targeting Mr. Biden, and the
latest salvo has taken on greater import with
his surge in the Democratic primaries.
In response to such misinformation, the tech
platforms have written new and diverging
rules on political speech. On Sunday, Twitter
tagged the video in question as manipulated
content, while Facebook left the video intact
without any flags about the false content.

7. Case Studies
Presidential Campaigning
at the Grass Roots in
Tunisia (2019)
Media-Centric Presidential
Campaign in Tunisia (2019)
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2.

8. Case Study: “Kais Saied’s Grass-roots Presidential Campaign”
Tunisia (2019)
The 2019 Presidential elections in Tunisia were a critical time in the country’s democratic journey.
Kais Saied, a relatively unknown candidate with no political party affiliation, emerged as a contender.
Background:
Strategies used:
Grassroots Movement Anti-Establishment Message
Digital Presence
Saied’s campaign focused
on building a connection
with citizens at the
grassroots level by engaging
with them directly. This
approach aimed to create a
strong personal connection
with voters.
Whilst traditional methods were
integral, the campaign leveraged
Digital Platforms, including Social
Media to reach a broader and
younger audience. Saied’s team
used Platforms like Facebook and
X (Formerly Twitter) for real-time
updates and engagements.
Saied’s positioned himself as an
anti-establishment candidate,
distancing from traditional
political structures. This
resonated with voters
frustrated with perceived
corruption and inefficiencies in
the political system.

9. Kais Saied’s grassroots approach
resonated with voters, portraying
him as a candidate directly
connected to the concerns of the
people.
A mix of traditional and digital
strategies allowed the campaign to
reach a diverse demographic,
contributing to Saied’s success in
the Presidential elections
Impact:

10. Case Study: “Nabil Karoui’s Media-Centric Presidential Campaign”
Tunisia (2019)
In 2019, Nabil Kaoui who is a Media magnate, ran for the Tunisian Presidency
Background:
Strategies used:
Media Dominance Appealing to Marginalized
communities
Charity Work Promotion
Leveraging his ownership of
Nessma TV, Karoui maintained
a strong Media Presence. His
campaign utilized Television
extensively for interviews, talk
shows, and campaign
advertisements.
Karoui’s campaign showcased
his humanitarian efforts,
particularly through his charity
organization “Khalil Tounes”.
Ads highlighted his initiatives to
address poverty and economic
hardships, aiming at creating a
positive public image.
The campaign strategically
addressed the concerns of
marginalized communities,
emphasizing Karoui’s
commitment to Social Justice
and economic empowerments.

11. Advertising through his Media
dominance allowed Kaoui to
maintain visibility despite legal
challenges, reaching a wide
audience.
The focus on charity work aimed to
humanize Karoui and counter
negative perceptions associated
with his legal issues.
Impact:

12. Conclusion:
Advertising displays, Newspapers ads, Tv Presentation, Radio, or any other means
of communication.
Used for the purpose of appealing, directly or indirectly for votes or for support in
an election campaign.
Key Points