„Unser Land kann mehr…“

Abstract

This article provides an analysis of the 2009 German parliamentary elections campaign, focussing on aspects of visual political communication on the example of election posters. In the light of a striking gap between the elaborate usages of visual elements in election campaigning and the lack of profound scientific research in this field, three different perspectives are used to evaluate the campaign. First, the preconditions as social, economic and political context of the campaign are worked out and an overview of the general course of the campaign is provided. Secondly, findings of the function and selection logic of visual political communication as a complex and multi-layered process are outlined. Thirdly, based on results of two controlled-environment studies conducted at the University of Hohenheim, Germany, posters and TV spots of the five major parties in the campaign are examined and evaluated on their effectiveness with regard to their intended political goals.