ADVERTISING POLITICS: THE INFLUENCE OF POLITICAL CAMPAIGN ADVERTISEMENTS ON VOTER BEHAVIOR AND DEMOCRATIC ENGAGEMENT

Driven by extensive digital platform use such as WhatsApp, Facebook, TikTok, alongside traditional media and concerns over disinformation and ethnic messaging, this research examines political campaign advertising's role in shaping voter behavior and democratic participation among urban voters in Lagos (Ikeja area) during Nigeria's 2023 elections. The study employs a mixed-methods design prioritizing quantitative analysis. Data collection comprised five-point Likert-scale questionnaires administered to 450 registered voters across Ikeja Local Government Area via stratified random sampling (393-450 valid responses), supplemented by content analysis of 200 advertisements. SPSS analysis included descriptive statistics, Pearson correlations, and multiple regressions. Findings reveal advertising exposure accounts for 23-27% of variance in turnout intentions, preference shifts, and civic engagement (R² = 0.23-0.27, p < .001). Emotional appeals showed strongest impact (β = 0.385, p < .001), particularly among 18-35-year-olds, while rational content moderately influenced older voters (β = 0.27, p < .01). Digital channels amplified effects (β = 0.42, p < .01), though 62% negative, ethnically framed ads eroded inter-group trust. Campaign advertising thus promotes participation while risking polarization. The study advances Elaboration Likelihood Model, Agenda-Setting, and Framing theories through an Afro-Triadic Persuasion Framework emphasizing cultural adaptation. Recommendations include ethical digital oversight, issue-focused messaging, media literacy, and multi-platform strategies. Future research should pursue longitudinal and cross-regional analyses