Persuading Beyond Words: Visual Appeals in the 2014 European Election Campaign

A3 Book section, Chapters in research books

Internal Authors/Editors

Publication Details

List of Authors: Tom Carlson, Bengt Johansson, Orla Vigsø
Editors: Christina Holtz-Bacha, Edoardo Novelli, Kevin Rafter
Place: London
Publication year: 2017
Book title: Political Advertising in the 2014 European Parliament Elections
Start page: 191
End page: 214
ISBN: 978-1-137-56980-6
eISBN: 978-1-137-56981-3


This chapter, stating that visual persuasion is an important feature of
election campaigning, focuses on visual appeals in posters and spot ads
by national parties in the 2014 European elections. It (a) describes to
what extent and how different visual appeals were used and (b) examines
the impact of political culture in member countries and political
parties on visual strategies. The results show a widespread use of
visual appeals in both posters and commercials throughout Europe. Party
leaders, candidates and common people are often depicted, likewise
national and European symbols. Although an Eastern European as well as a
Eurosceptic visual style may be discernable, the findings overall point
to a common visual campaigning culture in the EU.


campaigning, European elections, Political advertising, POLITICAL campaigns, POLITICAL parties, Visual Studies

Last updated on 2020-29-05 at 05:19