MARKETING POLÍTICO: uma análise sobre campanhas eleitorais e sua influência para o convencimento do eleitor São Luís

Abstract

The purpose of this study is to analyze the electoral campaigns of candidates for mayor of São Luís, discussing the correlation between the market strategies applied in a political context and the decision process of the electorate. The aim is to identify the communication strategies used by the candidates, the discursive and persuasive strategies of the electoral campaigns, and the behavior towards the party actions, as well as to interpret the direction of the advertisement. In addition, to use a qualitative approach research to establish and prove such correlation. It was decided to analyze the party campaigns and to verify if such publicity influences the intention of vote for a candidate. Through this study, it is noticed the importance of conducting research not only for a better understanding of communicators, but for the general population based on the uses of techniques, symbologies, slogans, concepts and meanings. It presents a situation of impact of market actions, building a solid image of the candidates, making it possible to persuade, in other words, allowing the influence of these marketing strategies on the behavior of the voter.