摘要：The world of advertising is unique, full of vibrancy and hils become highly experimental in nature. With the development of modern media, things have stP.rted transforming on the advertising front with more inclination to psychological concepts, appeals happen to be one of those. Another intensifying occurrence is the 'political advertising' in India, its concept, shape and size has been increasing multi fold in this twenty-first century, be it a national political party or a regional one, all are resorting to such a mechonism to enhance their reach amongst voting population. The current paper tries to bring a juxtaposed analysis as to how knowingly or unknowingly, political parties could have applied the concepts of appeals, of course through the ad-agency route, in the recently concluded Assembly elections of Uttar Pradesh. A literature review covering the details of political advertising history and psychological aspects related to ad-appeals precedes the analysis for better comprehension and understanding. However, it appears that political advertising does inject awareness amongst public but then what prevails is the popular perception in the minds of public. Political advertising is in fact in a state of infancy and would take time to gain maturity and meet the objectives for what it is designed.
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