Abstract
Political parties and candidates set off with the promise of a better future for the society and in the political advertisements, they try to convey what they will do when they come to power or what they did when they were in power, positive and negative aspects of the current situation. They achieve this by means of a discourse, which they use to convince them according to their objectives by accessing to the emotions and opinions of their target audience. In politics, language is a significant tool in terms of providing communication between the rulers and the ruled. This language is not only based on verbal means. The aim of this study is to explain the language of politics linguistically. This study also aims to explain the society and social environment in which the leaders use the jargon and texts. With this study, the posters used by the leaders in the June 24, 2018 Presidential elections were analyzed by considering both visual and linguistic indicators, operant, pragmatic and semantic planes and cultural indicators. The findings obtained in the study are that the effective use of visual messages used in political advertisements and linguistic messages reinforces the persuasiveness of the advertisement.
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