A study on the impact of political advertisements in casting vote among the new electorates

The main agenda of this paper is to reveal the facts behind the influence of political advertisement captions at the time of Kerala Assembly Election-2016. Three captions, ‘LDF Varum Ellam Sariyakum’, ‘Valaranami Nadu Thudaranam E Bharanam’ (UDF), ‘Vazhimuttiya Keralam Vazhikaattan NDA’ were studied using survey method. The paper attempts to study their impact upon the new voters or first time voters. Research methods used in this study are qualitative by nature. 305 Samples under the age group 18-25 were involved in the study. These samples were taken from twelve colleges at Kannur University in Kannur district. Research findings show that even if we consider it is an era of new media, still there is a huge importance for oral communication and exterior advertising media like hoarding and posters and repetitive listening of these captions influence voters. Large number of voters casted vote to their own political ideology, but some of them decided to cast vote for a particular candidate is changed their choice after reading/ listening/ watching political advertisements. Political advertisements that raised voice against the improper development created a favourable stand towards political parties.