On the comparative analysis of election commercials of political parties (2013 parliamentary elections)

Abstract

The report discusses the election commercials of the German parties within the framework of the 18th Bundestag elections. The aforementioned elections took place on September 22, 2013. The election commercial lasts approximately one minute and 30 seconds. The SPD used the most words per minute, the FDP is in the second place to last and is followed by the CDU. As part of the multimodal analysis, CDU and FDP election commercials are analyzed in detail. In this short video format, the parties tried to bring their main postulates to the voters. The persuasion strategies were designed verbally as well as non-verbally and paraverbally. The directing also includes the camera view, which marks and complements multimodal codes to increase emotionality. The qualitative method is used to determine which multimodal means dominate the parties and which factors ensure effective and goal-oriented communication.