ABSTRACT
Campaign literature in the form of flyers, brochures, fact sheets, and letters is a ubiquitous feature on the electoral landscape in every country. It is funded by political parties, political action committees, private individuals, and candidates. According to Karen King, using written campaign literature as a way to gain votes is particularly important for candidates for local political office because they, unlike their counterparts seeking state and national offices, seldom have the resources to barrage the voting public with radio and TV spots. With reference to the empirical test for the processes assumed in the sequential model, structural equation modeling (SEM) was used, defining causal relationships between cognitive elements of the politician's image, affective elements, and voting intention. At present, television political advertising is used in practically all the world's democracies, in all election campaigns for all political offices, from the presidency to the local school council.
