A Functional Analysis of Visual and Verbal Symbols in Presidential Campaign Posters, 1828–2012

Abstract

This study analyzes American presidential campaign posters from 1828 to 2012 using the Functional Theory of Political Campaign Discourse. It advances the theory by investigating a hitherto unexplored medium, posters; more importantly, visual elements (e.g., the bald eagle) were analyzed along with words. Acclaims were more frequent than attacks; no difference occurred in the functions of early and recent posters. Visual symbols used acclaims even more than verbal symbols. Character was a more frequent topic than policy; the relative proportion of these two topics did not change over time. Visual symbols discussed character even more than verbal symbols.