Graphic and Textual Elements in Selected Political Campaign Posters: A Stylistic Analysis

Abstract

This study described and analyzed the selected political campaign posters using the stylistic approach. The sources of data are the 13 political campaign posters of the 13 competing candidates for councillors in one of the municiplaities of Ilocos Norte, Philippines, during the 2019 National and Local Elections. The selection was based on accessibility and availability of the campaign posters which means that the posters were selected based on the case by which the posters were obtained and not by any political ideology or affiliation. The stylistic features of the political campaign posters were analyzed using the adapted models of Crystal and Davy (1969), Gosling (1999) and Seidman (2008). The model is centered on describing and analyzing the graphic and textual elements used in the selected posters. The analysis was carried out in order to identify and discuss the stylistic features of the images and words in the selected political campaign posters. The study revealed that the political campaign posters are essential visual communication means that the political candidates use in canvassing for votes. Graphetically, the political campaign posters used varied colors, images, tools/figures that convey meanings. They are designed purposely to entice the electorates to vote for the candidates. Textually, the syntax is simple. At the lexical level, the campaign posters used descriptive and emotive words to make the texts more appealing. Semantically, most of the posters used clear language to ensure clarity of message. Overall, the political campaign posters have positive portrayals of the competing candidates.