KUALA LUMPUR, May 1 – Campaigning for the 13th general election is going on at full throttle, with political parties trying to outdo each other by comping up with creative and innovative advertisements to gain attention.
Though it is not a new strategy altogether, the impact of the advertisements is far reaching in this crucial election, with both sides of the political divide jostling to optimise their advertisement power to whip up support for their respective parties.
Dissemination of information and messages were not merely confined to newspapers and on giant roadside billboards but also via rendition of songs, video clips and SMSes in radio programmes hosted by popular artistes.
Unlike previous general elections, which were more inclined to promoting candidates and parties contesting, this time around the approach and concept used are more subtle and simple but covering a wider scope, including depicting the parties or candidates’ success stories.
“In my observation, advertisements have been used entensively in this election as a campaign “tool”.
“Advertisements, especially the ones with catchy messages and slogans, are undeniably influential to win the voters’ hearts and minds to make a decision,” says Melaka branch Universiti Teknologi Mara (UiTM) rector Assoc Prof Dr Mohd Adnan Hashim.
“Advertisemets with subtle messages are more effective in disseminating political parties’ messages to voters vis-a-vis the “hard sell” approach,” says Adnan, who specialises in communications and media studies.
For instance, artistes backing a particular political party will express his or her support through their favourite songs and music.
“If the melody of a song is captivating and inspirational to radio listeners or television viewers, it will be constantly playing on our minds.
“I believe this, to a certain extent, will have an impact on an individual,” he told Bernama.
The Barisan Nasional (BN) is using the mainstream media to advertise and publicise campaign messages to voters while opposition parties have resorted to on-line websites like Youtube to galvanise support.
“The world wide web has provided unlimited space to inspire creativity and has been able to grab the younger generation’s attention and interest to vote in this election,” said Teh Boon Teck, a lecturer in journalism at University Tunku
Abdul Rahman (UTAR) at the main campus in Kampar. A local advertiser, who only wants to be known as “Nor”, says election advertisements, be they on print or electronic media or in on-line websites, will not have a big impact on voters.
“The ads will not influence voters’ decision as the vast majority of the electorate have already made up their mind on whom to support,” she says.
A housewife, Florance Gompin, says campaigning by airing songs on radio and showing video clips on television is not only entertaining but also gives a clear understanding on goverment policies.
“For example, the BN advertises in newspapers the statistics of its successes in implementing the National Key Result Areas (NKRAs) in various sectors of interest.
“In doing so, the BN conveys information to the people objectively and is easy to understand. This provides an opportunity for the people to evaluate BN’s overall performance and deliverance to the masses,” she adds.
BERNAMA
