This study seeks to explain how political participation is influenced by cultural values manifested in political advertising. In this regard, this study proposes a model that encompasses the concepts of Schwartz’ basic human values in which self-transcendence and conservation interact with three political values manifested in advertisements, namely law and order, civil liberties and patriotism, to determine political participation. Analyses were performed on a random sample of 834 Pakistanis collected through a survey. Structural equation modelling (SEM) techniques were employed, and analysis of moment structures (AMOS) was used to determine political participation. The findings of this study revealed that self-transcendence and conservation, albeit varied intensity, interact with political values manifested in advertisements. The findings also provide theoretical and managerial implications, which are discussed in greater detail in this article.

这项研究试图解释政治参与如何受到政治广告中体现的文化价值观的影响。在这方面，本研究提出了一个模型，该模型包含了施瓦茨的基本人类价值观念，其中自我超越和保守与广告中体现的三种政治价值（即治安，公民自由和爱国主义）相互作用，以确定政治参与。对通过调查收集的834名巴基斯坦人的随机样本进行了分析。使用了结构方程模型（SEM）技术，并使用了力矩结构分析（AMOS）来确定政治参与。这项研究的发现表明，自我超越和保守，尽管强度各不相同，但与广告中体现的政治价值相互作用。