Appealing to Hearts and Minds

The Case of a Political Advertising Campaign in the 2019 European Parliament Elections in Cyprus

  • Nilüfer Türksoy Eastern Mediterranean University


This research explores the political advertising campaign of Niyazi Kızılyürek, who was a candidate for the 2019 European Parliament election with the left-wing Progressive Party of Working People (AKEL) in Cyprus. It aims to uncover the content of political ads by focusing on the emotive character of the campaign language. Adopting a multi-method approach involving visual and qualitative content analysis of fifty-five ads, I examined the characteristics of communication materials distributed prior to the election. I looked at the type of tone, theme, language, music, visuals, and emotions these ads displayed. The main findings of the study are the following: (1) Kızılyürek’s political stance, which favors a solution to the problem of Cyprus based on creating a federation with Greek Cypriots, is literally reflected in each ad; (2) issue-based ads that underline political issues in the country were preferred to image-based ads that highlighted the personal qualities of the candidate; (3) both emotional appeals (associated with feelings such as hope and enthusiasm) and logical appeals (which tended to promote rational information processed by the conscious mind) were employed in the ads; and, (4) the overall tone of the ads was positive in nature, while negative emotions were completely avoided in this campaign.

How to Cite
TÜRKSOY, Nilüfer. Appealing to Hearts and Minds. Intersections. East European Journal of Society and Politics, [S.l.], v. 6, n. 2, sep. 2020. ISSN 2416-089X. Available at: <>. Date accessed: 25 feb. 2021. doi:
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