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Know me, Love me, Fear me...: The Anatomy of Poster Design. Candidate posters in the 2007 French legislative elections
Unformatted Document Text:  Know Me, Love Me, Fear Me…: The Anatomy of Poster Design Dumitrescu H1. The Candidate name (H1a), Candidate face (H1b) and Party affiliation (H1c) cues should each be more frequently seen in posters than other types of information cues. H2: All else equal, “potential winning candidates” should be less likely to emphasize their party of affiliation as a cue than minor party candidates. In other words, the size of the party name or logo on the poster should be smaller (H2a), and placed lower on the poster (H2b) for “potential winning candidates” than for other candidates. H3: All else equal, “potential winning candidates” should be more likely to emphasize themselves as a cue than minor party candidates. In other words, they should be more centered on the poster than all other candidates. Since there was no clear agreement among respondents with regard to the importance of the slogan, the additional information and endorsements, no clear predictions are made. Signaling information on posters As we have already seen, many party officials argued that posters provide an opportunity to “sell the candidate” and emphasized the importance for people to see “the candidate’s” face. At the same time, virtually all respondents recognized that one of the most important campaign roles for posters is to show that the party (or candidate) is out there, that they are a force to reckon with, and that they are determined to fight hard to do well in the election. As one respondent put it, posters send a message beyond the factual information they present; “they effectively say “this is my territory””, thus indicating that within that territory, the party is strong (Paris major party headquarters). According to the same respondent, posters, in this sense, target those who are deeply involved with the campaign and the party (e.g. activists), more than indifferent voters. A large show of opposition party posters is “discouraging” for those highly 9

Authors: Dumitrescu, Delia.
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Know Me, Love Me, Fear Me…: The Anatomy of Poster Design
Dumitrescu
H1. The Candidate name (H1a), Candidate face (H1b) and Party affiliation (H1c) cues should
each be more frequently seen in posters than other types of information cues.
H2: All else equal, “potential winning candidates” should be less likely to emphasize their party
of affiliation as a cue than minor party candidates. In other words, the size of the party name or
logo on the poster should be smaller (H2a), and placed lower on the poster (H2b) for “potential
winning candidates” than for other candidates.
H3: All else equal, “potential winning candidates” should be more likely to emphasize
themselves as a cue than minor party candidates. In other words, they should be more centered on
the poster than all other candidates.
Since there was no clear agreement among respondents with regard to the importance of
the slogan, the additional information and endorsements, no clear predictions are made.
Signaling information on posters
As we have already seen, many party officials argued that posters provide an opportunity
to “sell the candidate” and emphasized the importance for people to see “the candidate’s” face.
At the same time, virtually all respondents recognized that one of the most important campaign
roles for posters is to show that the party (or candidate) is out there, that they are a force to
reckon with, and that they are determined to fight hard to do well in the election. As one
respondent put it, posters send a message beyond the factual information they present; “they
effectively say “this is my territory””, thus indicating that within that territory, the party is strong
(Paris major party headquarters). According to the same respondent, posters, in this sense, target
those who are deeply involved with the campaign and the party (e.g. activists), more than
indifferent voters. A large show of opposition party posters is “discouraging” for those highly
9


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