Global Journal of Arts, Humanities and Social Sciences (GJAHSS)

EA Journals

Television Commercial

Critical Analysis Of Change Is Not Easy As Political Communication In Nigeria (Published)

Words are used in various forms and styles as political language for the achievement of a specific objective in political communication. The President Jonathan’s Great Leaders Election Campaign Advertisement, known as Change is not easy, is the political television commercial analysed, to understand how “change” in other countries in the world is associated with “transformation” in Nigeria, for the generation of voter support. The critical dialectical method used, found that the commercial is an exercise in glittering generalities, as propaganda in political communication. The proposition of “change” as “transformation” was a straw man’s logical fallacy and that the imported comparison of political performance by notable icons globally, has no direct correlation with transformation promised Nigerians, as bait for voter support and endorsement. It means that selected artistic elements in political advertisements must be relevant, through used political language, in the realisation of set objective. It shows that message acceptance and believability are essential in political communication.

Keywords: Change, Political Communication, Television Commercial, Transformation

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