THE ROLE OF PERSUASIVE APPEAL IN POLITICAL CAMPAIGNS IN NIGERIA

Political campaigns are intended to educate, convince and win over electorates to support and vote for a political party and candidates during elections. This article delved into how this calculated effort at getting the electorates to shift their existing position or reinforce what they already know and belief in, is achieved through persuasion. Various articles and postulations on persuasive appeal strategies were reviewed and findings showed that people easily go for messages that appeal to their existing beliefs, psychographic exposures and cultural leanings. However, new information and knowledge when carefully framed and presented strongly and consistently can sway decisions and influence shifts in opinion and attitude. The recent United States presidential election presents a good example a messaged that connects with the belief and expectations of the audience. The consistent message of MAGA (Make America Great Again) resonated with the American electorates and lead to the electoral victory of Donald Trump. On the other hand, the 2023 Nigerian election threw up another example of electorates disregarding existing affiliations and leanings to embrace a new message of from Consumption to Production espoused by Governor Peter Obi.