The effect on TV ads on voter impressions is related to the political advertising on TV, which has been taken place for most political elections since television ads have become the primary tool of communication in American campaigns. A political ad “advertised whose central focus is the marketing of ideas, attitudes, and concerns about public issues, including political concepts and political candidates” (Barron). Political advertising remains the communication format that dominates presidential campaign. The use of those ads may be a way to sell a candidate to voters due to the popularity that ads give to the candidate.
Although the primary objective of advertising is to persuade, it may achieve this objective in many different ways. An important function of advertising in political issues is to identify a candidate and differentiate it from others; this creates an awareness of the candidate and provides a basis for people to choose the advertised candidate over other candidates. Advertising also communicate information about the campaign, for example TV commercials are usually the tactic of first choice, the most visible sign of activity and the most expensive aspect of campaigns (Shah).
As television ads have become the primary tool of communication in American campaigns, research on campaign effects has focused more and more attention on how these ads influence the electorate; Ads may signal a close election to those who view them, raising the stakes of voting. Ads may also stimulate directly influence, by encouraging voters to take an interest in the campaign and to acquire voting preferences (Shah). The overwhelming volume of advertising in most areas makes their message all but inescapable.
There would seem to be, in short, a reason to expect TV ads to stimulate voting. However the visual content of these ads despite a format that delivers an enormous quantity of visual information, also these focused the most on emotional effects. For example Because of the power of images within ads and their relatively low cost (practically and strategically), political candidates can realize enormous benefits by designing campaigns images that appeal to the visual references of voters (Minkovski).
Voters use the information contained in campaign imagery to learn about the candidate, most campaigns strategist may focused only on voters’ social identities when designing the look of campaign ads; viewers respond to campaign images based on identity congruence. Instead, voters use the images shown in an ad to make substantive inferences about the candidate, and they incorporate those inferences into their evaluation of the candidate (Shah). “Also, political advertising carries a moral implication, because the results have potentially far-reaching effects on the population at large.
Political advertising raises many controversial social questions concerning the funding of political campaigns, the truth or reality of political claims, and the likelihood of slanderous or libelous claims made by political candidates” (Barron). Political advertisement persuade voters to vote and follow a specific candidate’s campaign only if this fits the voter’s desire, it may also persuade voters by showing material that might be convincing for them, such images and other designs of the ads. These materials made of the political ads a way to sell a candidate as well as the campaigns.