Abstract
This study examines the role of advertising techniques in shaping public opinion and influencing political behavior. Focusing on electoral campaigns and adopting a descriptive–analytical approach, the research identifies repetition, exaggeration, labeling, emotional appeals, and symbolic use as the most common techniques. Findings reveal that these strategies significantly direct audiences’ perceptions and political actions, particularly in contexts with low levels of media literacy, where they may distort reality and reinforce emotional judgments. The study highlights the need to promote media literacy skills and establish ethical frameworks to regulate political advertising.
Keywords: Advertising techniques, Public opinion, Political communication, Media literacy, Elections.
 
Introduction
In contemporary societies, political advertising has become one of the most powerful tools for shaping public opinion. With the expansion of mass media and digital networks, advertising techniques affect attitudes and behaviors with unprecedented speed and intensity. Electoral campaigns represent the most prominent arena where such techniques are deployed. The central problem of this research is to analyze how advertising strategies influence audiences and what social–political consequences they generate.
The study aims to demonstrate the extent to which advertising techniques function as effective instruments in molding public attitudes and voters’ decisions. The core research question is: What are the dominant advertising techniques used in political campaigns, and how do they guide public opinion?
 
 
Materials and Methods
This research employs a descriptive–analytical method. Data were collected through documentary studies and content analysis of political advertisements. Selected samples from official media and social networks during electoral campaigns were systematically examined and classified according to recognized categories in advertising and communication studies.
 
Discussion & Result
The results indicate that the most frequently employed advertising techniques are:
·        Repetition and message amplification to create cognitive fixation;
·        Exaggeration of achievements or problems to attract attention;
·        Positive or negative labeling to build or undermine credibility;
·        Emotional appeals such as fear, hope, or anger as behavioral triggers;
·        Symbolic imagery and icons to foster identification or differentiation.
The analysis reveals that in societies with limited media literacy, such techniques often distort realities and drive emotional rather than rational judgments. Conversely, improved critical thinking and media literacy skills can mitigate these negative effects and empower citizens to evaluate messages more objectively.
 
Conclusion
Political advertising should be recognized not merely as a channel for information dissemination but as a structured mechanism to shape social perceptions and political conduct. This study underscores the urgent necessity of public awareness campaigns, systematic media literacy education, and the establishment of ethical codes for political advertising. Policymakers are advised to design regulatory frameworks that reduce manipulative practices and encourage evidence-based, transparent communication in electoral processes.