Impact of Politically Themed Advertisement on Political Literacy: Role of Media Planning

Television is one of the most influential mediums of communication. The advertisements on it play vital role in changing behavior of viewer through different techniques and patterns used in it to persuade the viewers. There are number of advertisements by different brands based on political and democratic issues. The objectives of this study are –impact of Politics based advertisement of products on political literacy among viewers, impact of media planning of advertisement on political literacy, influence of Politics based advertisement of products on media planning, and mediating role of media planning between politically themed advertisement and political literacy. Data is collected from 384 voters of Delhi-NCR through well designed questionnaire. Data Analysis is done with SPSS 21 and Amos 21. The results revealed that there is significant positive and moderate influence of politics-based advertisement and media planning on political literacy and there is significant positive and moderate impact of politically themed advertisement on media planning. Also, there is partial mediation of media planning between politically themed advertisement and political literacy. It is implicated that such advertisement should be promoted by channel partners, government and corporates for better awareness and participation of mass in democratic system.