Nazrin Shahnaz Peer Mohamed


Undoubtedly, the 2013 electoral campaign in Malaysia marked to have significantly increased in its political campaigning budget. Despite that, General Election 13 was noted to be the most interesting in the history of Malaysian history, as it would be a most competitive presidential campaign, and the kingmakers to be first-time voters and young voters. This chapter focused on the candidates’ advertising message strategies and their effects. The content and effects of these warrant investigation as results of tremendous advertising expenditures. Since the most polls conducted throughout the critical phase of the campaign indicated that the battle of General Election 13 would be to convert large undecided voters, young voters with weak pre-existing storage of information and also for political parties to sustain as relevant to the youth. In studies, this study identified the elements that underlie a successful political campaign, by ascertaining most preferred style, elements, tone and manner, content, structures and pattern of political advertisements to be targeted to first-time voters in particular. The researcher conducted a focus group of 3 groups based on their urban development categories such as rural, semi-urban and urban. The results show there is many elements that was not acknowledged by advertisers and political parties before designing and strategizing a campaign, thus, there is a lack of effectiveness in persuading and communicating with first-time voters.

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