Election campaign is one of the best fields for candidates or political parties to impose their political messages in persuading voters to believe all the political claims and appeals. During the campaign, political advertisements will be produced as function to appeal, persuade, influence, change, reinforce and attack. Each of these elements in the political ads produced in order to influence trustworthiness and acceptance so that it can be converted in the form of a vote. However, a question that is often associated is to what extent the voters believe the political messages contained in political ads? Do all the messages that are designed by the contesting parties will influence voters in terms of trust? Belief in advertising messages is one of the main focus scholars on the effect of consumer trust in advertising. This study will explore the perceptions of young voters in Malaysia where this group is the main target for the 13th general election in Malaysia. The aspects of respondents’ beliefs on claims under Janji Ditepati campaign will be studied. Therefore, this study will explain how political ads affect voters trust and how it may shape decision made by this group.
展开▼
