ABSTRACT
The importance of Advertising is ubiquitous to every person or profession. It has been part of our daily events irrespective of our lines of discipline like teaching, medicine, accounting, business, agriculture, politics etc.
This Study examined the effect of Political advertising on voting pattern of the electorates during the last 2011 governorship election in Lagos State. It searched for the importance of political advertising and the impact on the choice of the candidates by voters during the election. To achieve the objectives of this study, survey research method was utilized to gather data with the questionnaires as its research instrument.
This brought the findings from majority of the respondents to show how well they exposed to the mass media and invariably to political advertisement during the 2011 governorship election in Lagos State.
On the influence of political advertising on voters during the 2011 governorship election in Lagos State, the data obtained indicate the voting behaviour of respondents and the influence of political advertising during the period under constitution.
The target audience was adults (18years-58 years and above), both male and female. It also focused on educational levels of the respondents. The research expatiates what make advertising inevitable in Politics and other professions.
TABLE OF CONTENTS
Title page…………………………………………………………………………………………………i
Certification…………………………………………………………………………………………….ii
Acknowledgement…………………………………………………………………………………..iii
Dedication……………………………………………………………………………………………….iv
Abstract……………………………………………………………………………………………………v
Table of contents…………………………………………………………………………………….vi
Chapter One- Introduction
1.1 Background to the Study………………………………………………………………1-4
1.2 Statement of the Problem……………………………………………………………5
1.3 Purpose of the Study……………………………………………………………………5
1.4 Significance of the Study………………………………………………………………5-6
1.5 Research Questions……………………………………………………………………6
1.6 Research Hypothesis …………………………………………………………………7
1.7 Limitations of the Study………………………………………………………………7
1.8 Scope of Study………………………………………………………………………………8
1.9 Definition of Terms………………………………………………………………………8-9
Chapter Two: Literature Review
2.0 Introduction…………………………………………………………………………………10
2.1 conceptual review……………………………10-20
2.2 Political advertising during the 2011 Gubernatorial Elections in Nigeria ………20-30
2.3 Theoretical Framework………………………………………………………………………30-33
2.4 Empirical Review of agenda-Setting……………………………………………………33-35
2.5 Political Advertising/Communications…………………………………………………25-36
2.6 definition of Political Communication…………………………………………………36-39
2.6.1 The two Main Ares of Political Communication……………………………………………..39-42
2.7 Other Techniques of Political Campaigns………………………………………………………….
2.8 Components of Political Communication………………………………………………………………………………………………….
2.9 The role of political Communications in the Democratic Process…………………..
2.10 Political Campaigns and Voting Behaviour……………………………………………………
Chapter Three: Research Methodology
3.1 Research Design……………………………………………………………………………………………..
3.2 Research Population……………………………………………………………………………………….
3.3 Sampling Techniques/ Sample Size…………………………………………………………………
3.4 Data Collection Instrument…………………………………………………………………………….
3.5 Data Collection Procedure……………………………………………………………………………..
3.6 Method of Data Analysis………………………………………………………………………………..
3.7 Limitation of Study…………………………………………………………………………………………
Chapter Four: Data Analysis and Interpretation of Results
4.1 Introduction……………………………………………………………………………………………………
4.2 Section One: Demographic Characteristics of Respondents ………………………….
4.3 Section Two: Finding in relation to Research Question ………………………………….
4.4 Hypothesis text ……………………………………………………………………………………………..
Chapter Five: Summary, Conclusion and Recommendations
5.1 Introduction……………………………………………………………………………………………..
5.2 Summary of Findings………………………………………………………………………………...
5.3 Conclusion………………………………………………………………………………………………..
5.5 Recommendation/Suggestions………………………………………………………………….
Bibliography…………………………………………………………………………………………………..
Appendix……………………………………………………………………………………………………….
Questionnaire……………………………………………………………………………………………….
