Election Advertising Campaign as a tool for Opinion Building of voters of Lahore: An Analytical Study of Daily Jung & Nawa-i-Waqt

ABSTRACT This study aims to discuss those factors that influence the electoral behavior of voters when they are exposed to manifestation of political activities. The study further explores the correlation between the political advertisement and voters’ behavior. Although voters’ behavior is influenced by the factors such as caste, race, language, class, ideology, religion, and family terms, but political ads play more vital and decisive role in this regard. The relevant data was gathered from the inhabitants of Lahore through a questionnaire which was distributed among 123 respondents. The findings reveal that voters are mobilized by the political ads given in the newspapers such as “Jung” and Nawa-i-Waqt frequently