Abstract
Based on the election advertising of Austrian parties since 2013, the article investigates the functional integration of dialect structures into the language of political advertising posters. Apart from defining relevant political groups, the scope and linguistic sphere of dialect use is analyzed as well as the relation between dialectal and standard language text components. Among the persuasive strategies for which the emotional and identification potential of dialects is used the appeal to loyalties, the addressing of collectives, the support of certain visualization strategies (personalization, “country-of-origin-principle”) and methods of negative campaigning can be identified.
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