Analysis of Zümrüd-ü Anka Political Advertisement Used By Adalet and Kalkınma Party in June 24 June 2018 Elections

Political advertising activities, which are included in the communication strategies formed during the political campaign processes, aim to influence the attitudes and behaviours of the voters and to direct the voters within their own interests. Political parties aim to have positive effects on the electorate with different contents, themes, visuals and voice usage. In order to realize these aims one of their activities is political advertising activities. Political advertising is also closely related to cultural values. Culture expresses a community's totality of beliefs, including language, values and beliefs, legends and myths. Therefore, the cultural elements of society should be taken into consideration in the preparation of political advertisements. Because an advertising film addressing cultural values is more likely to influence the target audience. Therefore, Zümrüd-ü Anka advertisement which was prepared for the June 24, 2018 parliamentary general elections of the Justice and Development Party, the use of cultural dimensions of Hofstede ‘Power range’, ‘individualism / collectivism’, ‘masculinity / femininity’, ‘avoidance of uncertainty’, ‘pragmatism / normativism’ and ‘long-term - short-term spread’ were analyzed according to the frequency of six dimensions. As a result of the analysis, it was found that the Justice and Development Party addressed all elements of Hofstede's six cultural dimensions, in particular the cultural dimensions of power distance and avoidance of uncertainty, addressing the sense of belonging and promising a better future for all. As it is seen in the result of the research, political parties aim to protect the cultural values of the voters and address these cultural values in order to create the desired effect on the voters.

Keywords

Political Advertising, Geert Hofstede, Cultural Dimensions, Political Communication