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The objective of this study is to explore how citizens were addressed in Swedish electionposters in the eleven national elections between 1908 and 1936. The period coversgreat changes in political life as well as in campaign work of the parties. Election postersare better suited for mobilising citizens than for argumentation and presentation ofpolicy alternatives. The question here is how the parties have used this mobilisingfunction to connect to their voters. More specifically: to what extent have the partiesturned to members of collective bodies such as social classes on the one hand, and toindividuals who may have different political convictions and standpoints, on the other. This study combines a) a quantitative overview where the explicit verbal messages arebeing studied, with b) an analysis inspired by semiotic approaches in which bothdenotative and connotative levels of messages are brought into the analysis. ; Paper presented at the Nordmedia 09 conference, Media and Communication History Section, Karlstad 13-15.8.2009 ; Hundra års valaffischer: Medborgarsyn och kommunikationsstrategier i en seglivad kampanjkanal (A Century of Election Posters)

Capítulos en libros ; - ; Ever since the first free democratic elections of the post-Franco era were held in Spain in 1977, election posters have been one of the main communication tolos in Spanish electoral campaigns. It was not until 1993 that they had to compete with election debates. And because Spanish legislation prohibits political advertising on televisión, election posters compensate for the inability of parties to buy space on televisión channels. Election posters and billboards have played a relevant part in candidate's strategies for increasing their visibility to voters, and they have retained their relevance despite the advent of new media. This chapter starts out with an overview of the history of and political and legal framework for election posters in Spain. It then examines the significance of posters in the national campaign culture. To this end, it analyzes paying special attention to the advent of new media as it does so how the relevance of posters has evolved during and since the Democratic Transition. Finally, the chapter deploys a qualitative content analysis of election posters published between 1975 and 2011 to describe the main content features of Spanish election posters. Overall, the chapter provides an assessment of the role played by election posters and billboards in election campaigning in Spain. ; info:eu-repo/semantics/publishedVersion

Abstract
When the candidate poster gets to play a more central role in election campaigns, the question of how the candidate is portrayed becomes even more relevant than before. Posters with an image of the candidate must be seen as an attempt at boosting his or her ethos. The picture provides the (potential) voter with an argument for voting for the candidate in question, and this argument clearly has to do with the candidate more than with policies or ideological positions. The size of the portrait, its saliency, shows that the interpretation of personal qualities is the main persuasive feature. But what does ethos actually mean when speaking of portraits of politicians? What are the categories through which ethos can be formulated, and what possible variants exist within each of these categories? One way of categorizing the potentiality of visual representations of ethos is by going back to the Aristotelian definition of the word. In Aristotle, ethos is defined as consisting of three different aspects, or the Aristotelian Trio: phronèsis (competence), arétè (virtue) and eunoia (goodwill), with the addition of two modern features: modesty and youth. This article presents a first attempt at answering the question: how can these aspects be realized visually through the poster?

Abstract
This article gives an overview of previous research on negativity with a particular view on the definitions of negative advertising and operationalizations in content analyses, and briefly summarizes the specificities that must be taken into account in a poster's design. It then presents findings on German and Swedish posters.