Abstract: The study examined the use of visual aesthetic and aural techniques as used in television (TV) political campaign advertisements (Ads) during Ghana‟s 2016 presidential elections. The study employed the framing theory to highlight the communication channel to the electorates . A content analysis of the TV ads revealed the use of camera and its movements, close-up shots, bird-eye shots, special effects, picture distortion, sound, vocal delivery, pacing, colour, voice delivery, incongruency, music and graphics as the components that were used in the television ads studied. All the ads tried to attain either a positive or a negative effect on the viewers or electorates giving viewers the opportunity to evaluate and make voting decisions. The study recommends that, in future, ad creators for political parties would include the participation of prospective voters at the ad production stages to enable them share their views on the application of visual and aural techniques in the ads.
Key Terms: Visual aesthetic, advertisement, Ghana, election 2016, political campaign.
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