The role of language and communication in political advertising: Insights from the 2023 General Elections in Nigeria

Abstract

Political communication, particularly through advertising, plays a pivotal role in shaping public opinion and influencing electoral outcomes. This paper delves into the intricate relationship between Language, communication strategies, and political advertising, with a specific focus on the context of the 2023 general elections in Nigeria. The analysis explores the linguistic features, rhetorical devices and persuasive techniques employed in these advertisements to convey political messages, sway voters perceptions and mobilize electoral support. Additionally, the paper examines the cultural touch within the Language and Communication strategies applied in the Nigerian political landscape. This paper will provide insights that will emphasize on the implication and essence of Language as a yardstick for convincing and coaxing the political space while also focusing and concentrating on the ethical issues within its utilization. The study stresses the importance of Media understanding, literacy and civic education initiatives to validate and allow citizens to critically determine political the terrain. Drawing from the findings, therefore, this paper advocates for greater transparency, accountability and ethical standards in political communication practices.