Effective communication is essential in consensus building and public opinion. Language as the vehicle for thought expression generates feelings which are exploited for political gains in an electioneering campaign. It means that word choice and their purposes are explored in political communication to secure a berthe for asserting justifications in a political context. This discourse, therefore, analyses how “See who wants to be President of Nigeria,” was used, through political advertisement, to expose incompetence and ignorance as unacceptable in a decent and democratic society, like Nigeria. It is an exercise in political communication, using language and word choice as the becon for the rejection of a candidate in Nigeria’s presidential election of April, 2015.
Keywords: Advertising, Discourse, Language use, rhetoric
