Paid political material and adverts play an important role in affecting public opinion in the ever- changing world of political discourse. This paper deals with the importance of realizing that how

Individual’s political beliefs and affiliations influence their response to paid political content and advertisements. The introduction of digital media changed the way political ideologies are conveyed, impacting people's political opinions and loyalties. This paper deals with the idea of political messaging's persuasive power is in the very foundations of democratic countries, where the war of emotions and critical thinking is frequently waged using the channels of political advertisements.