Know Me,Love Me,Fear Me: The Anatomy of Candidate Poster Designs in the 2007 French Legislative Elections

Candidates in many elections spend a significant amount of their budget on posters, yet we know virtually nothing about their communication roles. Based on party strategy and visual communication research, this article argues that poster content is the result of strategic choices by candidates, with major and niche candidates using significantly different poster designs in an effort to influence voters' evaluations. Using an original database of 256 candidate posters from the 2007 French legislative elections and content analysis computer software, I show that niche party candidates consistently emphasize partisan and factual information cues (through size and placement on posters), while major party candidates rely heavily on candidate-oriented visuals and on nonverbal cues (e.g., eye contact) to persuade voters. Preliminary analyses indicate that poster visual design strategies are significantly associated with both major and niche party candidates' electoral performance.