In the realm of political advertising, persuasion operates as a pivotal element within the broader framework of propaganda, exerting profound influences on public opinion and electoral outcomes. In this paper, we (1) introduce a lightweight model for persuasive text detection that achieves state-of-the-art performance in Subtask 3 of SemEval 2023 Task 3, while significantly reducing the computational resource requirements; and (2) leverage the proposed model to gain insights into political campaigning strategies on social media platforms by applying it to a real-world dataset we curated, consisting of Facebook political ads from the 2022 Australian Federal election campaign. Our study shows how subtleties can be found in persuasive political advertisements and presents a pragmatic approach to detect and analyze such strategies with limited resources, enhancing transparency in social media political campaigns.

翻译：在政治广告领域，说服作为更广泛宣传框架中的关键要素，对公众舆论和选举结果产生深远影响。本文中，我们（1）提出了一种用于说服性文本检测的轻量级模型，该模型在SemEval 2023任务3的子任务3中取得了最先进的性能，同时显著降低了计算资源需求；（2）通过将所提模型应用于我们构建的真实数据集（包含2022年澳大利亚联邦选举竞选期间的Facebook政治广告），深入探究社交媒体平台上的政治竞选策略。我们的研究揭示了说服性政治广告中存在的微妙之处，并提出了一种在有限资源下检测和分析此类策略的实用方法，从而增强了社交媒体政治竞选的透明度。