Abstract
158 SUMMARY: In this study, political advertisement as a new way of communication in the Turkish poli tical life and its influence on the results of the elections is discussed. While doing this, the emp hasis is given to the extent to which political advertisements could determine the preferences of the voters andunder what economic, political and social conditions this would work. The re sults of 1983 and 1987 general elections and 1989 municipal elections is taken as the data base withwhich the following hypothesis is tested: For a political advertisement to be influential on the preferences of the voters, political, economic and social conjuncture must also be on behalf of the political party considered. The first chapter (/part) is devoted to a discussion of the concepts which will help us to locate political advertisements within the process of political communication, In the second chapter, political advertisement is evaluated within the context of propagan da. By giving a definition and defer mining its characteristics, political advertise ment is tried to be differentiated from and compared with other forms of propaganda, Last chapter consists of a camparative perspective in which cases from USA, England, France and Turkey are discussed in terms of the historical events and conditions that can be re cognized as factors creating a necessity to use political advertisement, As a result, the influence of political advertisements on voters preferences is said to be de pendent on two variables: These are technical efficiency of advertisemonts and conjunctural fac tors of the country.
