Sixteenth International Conference on New Directions in the Humanities

Abstract

This study examines the use of visual aesthetic and aural techniques as used in television (TV) political campaign ads during Ghana’s 2016 presidential elections. The study employs framing and priming theories. A content analysis of the TV ads revealed the use of camera and its movements, close-up shots, bird-eye shots, special effects, picture distortion, sound, vocal delivery, pacing, colour, voice delivery incongruency, music and graphics as the components that were used in the television ads studied. All the ads tried to attain either a positive or a negative effect on the viewers or electorates giving viewers the opportunity to evaluate and make voting decisions. The study recommends that, in future, ad creators for political parties should include the participation of prospective voters during production stage to enable them share their views on the application of visual and aural techniques in the ads.