Impact of political advertising on voters: 2023 psychophysiological data harvesting of the presidential election evaluation by technique

The aim of this thesis study is to evaluate the voters' interest levels and focus values ​​towards the political advertisements used by the Presidential candidates in the political communication process in the second round of the 2023 Presidential elections, with the Psychophysiological Data Harvesting technique. The population of the study consists of women and men aged 18-55+. The sample included 8 participants (4 women and 4 men) aged 18 years old who watched at least one of the selected advertisements and voted for the first time in the Presidential elections held on May 14, 2023, and a total of 32 participants (16 women, 16 men) aged 19-55+ was included in the research. Within the scope of the research, 18-year-old individuals who used their first game were specifically classified in a separate category. Significant differences were found between the psychophysiological outcomes of the participants regarding the published political advertising videos broadcast in the second round of the 2023 Presidential elections. In this sense, the participants showed high motivation for the political advertisement of Recep Tayyip Erdoğan, and the "Prayers, Dreams, Hopes Are With You" advertisement received a high visual attention average and interest percentage in all categories.