Vizuelni i verbalni elementi političkog plakata
Poster as a Medium of Political Propaganda

Summary/Abstract: In this paper visual elements (image,colour, shape, size, letter type ) as well as the verbal elements of a political poster (messages addressed in particular situations) are being analyzed from the point of political marketing. Since the first poster has been made in terms of it present meaning, i.e. since the end of XIX century, we have been noticing the direct effect of new art waves of that time upon the form and contents of the poster: Art nouveau, expressionism, cubism, constructivism, futurism, supremacism, neoplasticism, dadaism, and we give their characteristics in order to understand more easily how specific elements of the poster had been developing. Since the centre of this analysis is the poster itself, it is necessary to present and interpret the meanings of symbols and slogans through the most representative examples of posters. Speaking of symbols, depending on classification, we distinguish: simple and complex, symbols displaying things, happenings, people or groups with specific connotation, and also, anthropomorphic and zoomorphic symbols as well as other symbols and actions. As for the slogans, through examples they have been divided into slogans-themes, image-slogans or call slogans. The analysis of the contents will serve as the basic working method, considering that the visual presentation of the poster and its message represent the basis for understanding its marketing effect. By this method, the dominant contents of the messages put forward through the posters, will be researched, as well as the ways of their presentations and art accessories being used, and the components of attitudes on which their action is targeted.

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