Presented by Group 3

Language and
Advertising
in the Political Context
 What is
Language?
 Language, in its broadest sense, refers
to the system of communication used by
humans, typically consisting of spoken
and written elements, along with
gestures and symbols.
 ADVERTISING refers to
the techniques and
practices used to bring
products, services,
opinions, or causes to
public notice for the
purpose of persuading
the public to respond in a
certain way toward what
is advertised.
 WHY IS THIS
IMPORTANT?
 01. 02. 03.
Effective Viewer Cultural
Communication Psychology Relevance

04. 05. 06.

Ethical Media Professional
Considerations Literacy Development
What is Politics involves making common
Politics? decisions for a group of people.

It is the activity by which differing

interests within a given unit of rule are
conciliated by giving them a share in power
in proportion to their importance to the
welfare and survival of the whole
community.
 Identity
Political and
Discourse Role of Ideology
Language in
Shaping
Persuasion Politics Media and
and Public
Propaganda Opinion
 Language and
Advertising in Politics
In politics, communication is key. Language, as a
primary tool of communication, plays a pivotal
role in shaping public opinion, swaying voters,
and influencing political outcomes. Advertising,
whether through traditional mediums or modern
digital platforms, serves as a powerful vehicle
for political messaging.
What is Political
Messaging?
Political messaging is used to refer to any act or form of
nonverbal communication that influences a political
strategy, campaign or leader. Political messaging is used
for political reasoning that has concern for an electorate
or target audience. Political messaging can originate from
many facets, and is shaped by community outreach,
understanding the electorate and current affairs within a
demographic/ audience segment. There is a widely held
belief among elected officials that messaging matters
and that the message parties choose plays an important
role in the public’s response.

-Brendan Finucane (2022)

FACETS OF LANGUAGE
AND ADVERTISING IN
POLITICS
1. The Power of
Words:
- Words hold immense power in politics. They
have the ability to inspire, persuade, and
mobilize masses.
- Politicians and advertisers meticulously craft
language to convey their messages, evoke
emotions, and influence public perception.
A. Key Political Words and Phrases

One interesting thing to consider is the

power that certain words have in politics.
Some words are generally viewed
positively, and others are seen more
negatively, and politicians use this to their
advantage.
B. Words Shaping the Truth

Words can be used in politics to shape the

truth. You're sure to have heard a lot of talk
of fake news in recent years, making people
doubt what is and isn't true. Words are used
in politics in a similar way to how they're
used in marketing, to encourage people to
think certain things and respond in
particular ways.

Example:
C. The Use of Propaganda

Propaganda has been used in politics to

influence a range of social issues
throughout history. A smart use of words
can create propaganda that has the desired
effect upon society, ranging from voting for
a particular party to joining in with the war
effort. Just a few words can make a big
difference, especially when combined with
compelling visuals.

Example:

Leni branded as BOBO and LUTANG

Source: Bradford A. (2021)


1. The Power of
Words:
- Rhetorical devices such as euphemism,
hyperbole, and loaded language are commonly
employed to sway opinions and frame debates in
favor of a particular agenda.
A. Euphemism
Political euphemism is created in political life
and serves political purposes. Generally
speaking, it is a tool for political participants to
hide scandals, disguise the truth, guide public
thoughts when discussing social issues or
events.
-US DEPARTMENT OF EDUCATION
Source:
https://files.eric.ed.gov/fulltext/EJ1081477.pdf
a ples
1. "Enhanced interrogation
techniques" - Used as a euphemism
for torture, particularly in the
context of counterterrorism efforts.
2. "Collateral damage" - Refers to
civilian casualties resulting from
military operations or airstrikes.
3. "Strategic realignment" - Often
used to describe a shift in foreign
policy or alliances without
explicitly stating a change in
allegiance.
4. "Undocumented immigrants" - A
softer term used instead of "illegal
immigrants" to refer to individuals
living in a country without proper
legal documentation.
5. "Revenue enhancement" - Used to
describe tax increases or new
taxes, presenting them in a more
positive light.

1. The Power of
Words:
B. Hyperbole
“And there we see the defining
paradox of our time: The more we
shout, the less we hear. The more we
exaggerate, the less we believe. And
the more we hype the truth as we
perceive it, the less likely we are to
think anyone else has anything
valuable to say.”
Linker D. (2019). Our Dangerous
Addiction to Political Hyperbole
6. "Job creation measures" -
Euphemism for government
spending or economic policies aimed
at boosting employment rates.
7. "Right-sizing" - Refers to
downsizing or layoffs within a
company or government
organization.
8. "Freedom fighter" - Used to
describe individuals or groups
engaged in armed resistance or
insurgency, particularly when they
align with the interests of the
speaker.
9. "Friendly fire" - Refers to
accidental attacks on one's own
forces during military operations.
10. "Preemptive strike" - Used to
justify military action taken to
prevent a perceived threat, often
without explicit provocation.
2. Framing and
Perception:
- Language serves as a framing device,
shaping how issues are perceived by the
public.

- Politicians strategically frame narratives to

highlight certain aspects of an issue while
downplaying others, thereby influencing
public opinion.

- Advertisements utilize framing techniques to

portray candidates or policies in a favorable
light, appealing to specific demographics and
ideologies.

example:
3. Digital Era and Social Media:
- The rise of social media has transformed the
landscape of political advertising and
communication.

- Platforms like Facebook, Twitter, and

Instagram enable targeted advertising, micro-
targeting, and personalized messaging.

- Language on social media is characterized by

brevity, immediacy, and virality, amplifying the
impact of political messages.

example: the use of social media especially

tiktok and videos to propagate and proliferate
fake news in the recent national elections
contributed to the turnout of votes and results
in the national elections.
4. Emotional
Appeals:
- Emotional appeals are a fundamental aspect
of political language and advertising.

- Messages often aim to evoke emotions such

as fear, hope, anger, or empathy to resonate
with voters and motivate action.

- Through compelling storytelling and imagery,

advertisements elicit emotional responses
that can override rational decision-making
processes.

Example: BBM = Makamasa, Kamay na Bakal

Lenie - Elitista
5. Linguistic
Manipulation:
- Political language and advertising are
frequently characterized by linguistic
manipulation.

- Techniques such as spin, doublespeak,

and euphemism are employed to obscure
truth, deflect criticism, or create
ambiguity.

- Advertisements often rely on slogans,

catchphrases, and soundbites to convey
simplistic messages that resonate with
audiences.
Poverty
may employ emotional appeals
to evoke.
may also feature real-life stories
of individuals or families living in
poverty, highlighting their
struggles and aspirations
Corruption
may directly target opponents
or incumbents, accusing them
of corruption or unethical
behavior
may highlight instances of
embezzlement or bribery
Healthcare
may tout candidates'
commitments to improving
access to education and
healthcare services, especially
for underserved populations
Human Rights
may criticize opponents for
human rights abuses or
champion candidates with
strong records of promoting civil
liberties and accountability
calls attention to candidates'
commitments to upholding
human rights standards
Peace and Security
may showcase candidates' roles
in promoting peace and
security, particularly in conflict-
affected regions like Mindanao
might feature testimonials from
locals or highlight candidates'
track records of fostering peace
and security
 How Political Issues
Are Framed in
Global Advertisements
Framing
Techniques
Emotional Appeals
Loss Aversion
Simplification
Emotional Appeals: Ads might evoke positive emotions like
hope, unity, or humor to connect with viewers and make the
political issue more relatable.
Loss Aversion: Highlighting the negative consequences of
inaction on a political issue can spur viewers to take action or
support the brand's message. )
Simplification: Complex issues are often simplified to focus on
a specific, understandable aspect.
The slogan "Make America Great
Again" utilizes words that are
emotionally charged and
aspirational.

"Great"--> superiority and

excellence
“again"--> return to a better time
Trump's speeches and campaign
materials often framed America
as a country in decline.

The campaign positioned Trump

as the solution and his opponents
as defenders of the status quo.
 Trump's social media posts
frequently featured the MAGA
slogan and related hashtags,
ensuring consistent messaging
across platforms.

#MAGA
#TrumpFTW
Trump's speeches and campaign
materials often used emotive
language to stir up feelings of
pride and optimism.

"Make America Great Again" and

"We will win so much, you will be
tired of winning" appealed to
voters' desires for a better future
and a return to prosperity.
 Trump's speeches and slogans
employed rhetorical devices such
as repetition, parallelism, and
simple, memorable phrases.

Additionally, the use of everyday

language without complex
vocabulary ensured accessibility
and resonance across diverse
audiences.
Loss Aversion:(Loss aversion is a
cognitive bias that suggests that
for individuals the pain of losing is
psychologically twice as powerful
as the pleasure of gaining.

Simplification: Complex issues

are often simplified to focus
on a specific, understandable
aspect.
Loss Aversion:(Loss aversion is a cognitive
bias that suggests that for individuals the
pain of losing is psychologically twice as
powerful as the pleasure of gaining.

Effective Ad Technique:
Sense of Fear, Threat, Loss
and Deception
 Simplification: Complex issues are
often simplified to focus on a
specific, understandable aspect.

Effective Ad Technique:
Direct Description of Problem,
Simple term
Challenges of Framing:

Audience Diversity: Different people interpret and respond to

frames differently based on their beliefs, values, and
experiences. Crafting a frame that resonates with a diverse
audience can be challenging.

Brand Image: Aligning with a political issue can backfire if it

alienates a portion of the audience. The brand needs to strike a
balance (when one does not resonate or doesnt feel sense of
belongingness on the conviction)
 Local Political
Advertisements
Strategies, Features and Linguistic Nuances
 ADVERTISING PROPAGANDA

Glittering Generalities
- “Rosas ang Kulay ng Bukas”
- serves as a broad, emotionally resonant message intended to evoke
positive feelings and associations with the candidate or cause

Card Stacking
- selectively presents information that supports the campaign.
 01 02
Emotional Simple
Appeal Messaging

Features of
03
the ad 04
Personalization Visual &
Audio
Elements
Transcript

Sa mga tinik natin ngayon

Iisa lang ang lider
na magpapagaling sa ating mga sugat
Alam natin na kapag ang pinuno ay tapat
walang tiwali, walang mang-aapi
Kahit sino ka man
patas ang laban
Sa pamilya
sapat ang kabuhayan
Sabay-sabay po nating tuparin ang ating mga
pangarap
Para maging kulay Rosas ang ating bukas
 Linguistic Nuances

Emotive Inclusive Positive

Language Pronouns Imagery
"magpapagaling sa "atin"
ating mga sugat" "kulay Rosas ang
"sabay-sabay po nating..." ating bukas"
"patas ang laban"
- fosters a sense of
- paints a vivid and positive
- aims to evoke emotional inclusivity and collective
image of the future
responses from the audience identity among the audience
 Linguistic Nuances
Slogans and Call to Action Cultural Appeal
Catchphrases “Sabay-sa bay po nating
tuparin ang ating mga
“Para maging
pangarap“ "pamilya"
kulay Rosas ang
ating bukas"

- serves as a catchy and Repetition

memorable rallying cry - appeals to the shared
for the campaign. “Walang tiwali, walang cultural identity of the
mang-aapi” audience
Conclusion
Language and
Advertising in
Politics
Language and advertising play pivotal
roles in shaping political narratives
and influencing public opinion.
 Language encompasses

Language and 01.

not only the words used
but also their framing,
tone, and emotional
Advertising in appeal.

Politics
Language and advertising play pivotal
roles in shaping political narratives
and influencing public opinion.
 Language encompasses

Language and 01.

not only the words used
but also their framing,
tone, and emotional
Advertising in appeal.

Politics
Language and advertising play pivotal Dissemination of persuasive
roles in shaping political narratives

02.
messages through various
and influencing public opinion. media channels to promote
candidates, policies, or
ideologies.
Tackling political
issues
— often focus on key issues such as
healthcare, immigration, economy,
national security, and social justice.
 Key Features of
Political Advertising

Emotional Simplified Negative Targeted

Appeal Message Campaigning Marketing
 Remember:
While candidates craft messages to resonate with voters,
citizens must remain vigilant, recognizing the simplification and
manipulation inherent in these ads.
 Remember:
The rise of targeted marketing exacerbates concerns,
highlighting the importance of media literacy and critical
thinking. By scrutinizing political advertising, individuals can
make informed decisions, safeguard democratic processes, and
hold political actors accountable.
 Presented by Group 3

Thank you
very much!