Teacher's Guide – Analysing Election Posters
ELECTION POSTERS PRESENTATION
Introduction As in all democratic countries, Israeli political parties try to persuade the electorate to vote for them using a variety of methods of persuasion including social media, radio and television, posters, and bumper stickers. Since the very first elections in the State of Israel (and even during the British Mandate before then), the National Library of Israel has collected these posters to enable us to learn about the past.
As part of the teaching material prepared by the education department of the National Library of Israel, we have prepared a presentation that will enable you to introduce your students to Israeli election posters. These posters demonstrate many of the graphic techniques used to convey political messages. Of course, posters often employ several techniques in one design, but for the purpose of this lesson, we have divided up the different methods.
Learning how to analyse promotional materials is not only important regarding elections; it is just as relevant for understanding advertising and other types of persuasion. Raising students’ awareness prepares them to discover messages – both stated and hidden – that they will encounter in advertising throughout their lives.
For each poster used in the presentation you will find:
a thumbnail picture a brief explanation of the poster a link to the poster on the NLI website
The National Library of Israel, Edmond J. Safra Campus, Givat Ram, POB [email protected] 39105 Jerusalem, Israel
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Using COLOUR to convey messages
1. Left is Chadash, 1996
This poster was published for the 1996 Knesset elections by the Israeli communist party, Chadash. The poster uses the bright red colour that represents communism. The text on the poster states that Chadash is working towards peace and equality and represents the ideals of those on the left of the political map. Chadash, a joint Arab-Jewish list, was founded in 1977, and its ballot letter “vav” is displayed prominently on the poster.
2. “Upon Your Walls, O Jerusalem, I Have Set Watchmen,” NRP, 1996
This poster, published by the National Religious Party (NRP or Mafdal) for the 1996 Knesset elections, features the shade of blue found on the Israeli flag. The colour blue is often used on Israeli posters to signify patriotism and Judaism. The text of this poster also stresses the connection to Jerusalem and Judaism. The title is taken from Isaiah (62:6): “Upon your walls, O Jerusalem, I have set watchmen,” and the text details the initiatives that the NRP will take to develop and protect Jerusalem as the eternal capital of Israel. The party’s patriotic and religious message is reinforced by the use of the colour blue, the image of the wall of the Old City of Jerusalem, and the Israeli flags in the foreground of the picture.
3. Danger! What is good for the PLO and the Palestinians is not good for the Jews, Likud, 1996
This poster, published by the Likud in 1996, uses the colours red and blue to accentuate two different ideas. The red represents danger, which is written in large letters on the top of the poster, and the blue represents Israel and Zionism. The text of the poster says: “Danger! What is good for the PLO and the Palestinians is not good for the Jews. They chose: Peres. We say: Only Netanyahu! Netanyahu. He’s good for the Jews.” The warnings and the name of the Likud opponent, Peres, are written in red, whereas the information about Netanyahu is written in patriotic blue. It is also important to note the bold fonts depicting a determined and decisive statement.
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4. “Begin to Power?” – Folly and Disaster!, 1959
This 1959 poster, published by the United Workers’ Party (Mapam), uses the colours red and black to highlight its message of danger and disaster. The text of the poster says, “Begin to Power? Folly and Disaster!” The image depicts Begin in a ridiculous or even maniacal way. The message of the poster is a warning to the electorate that voting for Menachem Begin would be dangerous and would harm the country.
Summarising – Using COLOURS
In Israeli politics, the colour blue is used to convey a Zionist message. As in global politics, red represents socialist ideologies and green symbolises environmentalism. Like in the natural world, red and black are warning colours.
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Using SHORT, CATCHY TEXTS to convey a message
5. Israel is waiting for Rabin, Labour, 1992 This is a campaign sticker promoting the Labour Party, headed by Yitzhak Rabin, in the 1992 election for Israel’s 13th Knesset. The slogan “Israel is waiting for Rabin” is a reference to the Six-Day War song, “Nasser is Waiting for Rabin,” which was popular in the late 1960s and reminds the viewers that Rabin was a war hero. The text is short and familiar, thus helping viewers remember the message long after they first see it. The text on the left-hand side of the sticker reads “Israel is waiting for June 23,” which was the date of the elections. Despite being designed by the Labour Party, the sticker does not use the colour red but rather the colour blue which represents Zionism.
6. Say Yes to the ‘Old Man,’ Labour, 1959 The poster was created by Ben-Gurion’s party, Mapai, for the 1959 elections. The text on the poster reads “Say Yes to the ‘Old Man’” next to a photograph of smiling, almost charming, David Ben-Gurion, who was nicknamed the “Old Man.” The slogan aimed to convince the public to vote for a responsible, experienced man or even a kind, old grandfather. Ben-Gurion, at 73 years old, had recently come out of retirement to head the party in the elections and was enjoying widespread popularity and respect due to an improved economic situation and success in the Sinai campaign. It is interesting to note the use of the colour red, behind the slogan, using the recognised colours of socialism.
7. Netanyahu. It’s Good for the Jews, 1996 This bumper sticker reads, “Netanyahu. It’s Good for the Jews,” and was published by Chabad for the 1996 elections. This controversial yet catchy slogan was significant in convincing Chabad and other Ultra-Orthodox members of the public to vote for Netanyahu. This sticker is another example of the use of blue to convey a Zionist message and red to emphasise the statement. The 1996 elections were the first to include direct elections for prime minister together with a vote for a political party, thus pitting Benyamin Netanyahu of the Likud against Shimon Peres of Labour. For this reason, the message features just a few words promoting the candidate as prime minister.
Summarising – Using SHORT, CATCHY TEXTS Short and catchy texts: * are easy to understand * are easy to recite * are easy to memorise * can convey a simplistic and vague message
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Using FAMILIAR SYMBOLS to convey a message
8. I’m with the Crocheted Kippa, NRP, 1981
This is a bumper sticker for the National Religious Party (NRP or Mafdal) used during the 1981 Israeli elections. The word “kippah” is replaced with a picture of a crocheted kippah. The crocheted kippah is a symbol of those aligning with the national religious parties, since it is the preferred head covering for men with a religious Zionist ideology. The message uses a simple image to create a feeling of togetherness with people similar to oneself and is immediately associated with those the NRP is appealing to.
9. The Liar, Elections Now!, 1994
This is a poster printed in 1994 by those who opposed Prime Minister Yitzhak Rabin due to his responsibility for the Oslo Accords. The image on the poster shows a photo montage of Rabin wearing a keffiyah, a common Arab head- covering. The keffiyah in this picture is worn in the trademark style of PLO Chairman Yasser Arafat, thus conveying the message that Rabin had crossed the lines and was now actually representing the Palestinians. The text at the top of the poster reads “The Liar” and at the bottom, “Elections Now,” which is a parody of the name of the left-wing peace group, “Peace Now,” with the text even written in the same distinctive style and colours. Two of the three words on the poster are printed in red, maybe for emphasis, but also reminiscent of blood. The poster appeared at a time when opposition to Rabin’s policies turned into incitement to violence with the Prime Minister being called a liar and a traitor. Yitzhak Rabin was assassinated on November 4, 1995. This poster is considered a clear example of the incitement against him that led ultimately to his murder.
10. With Empty Words, With Hard Work, Mapai, 1951
This is an election poster published by the Mapai party for the 1951 elections. The poster compares the values of Mapai and Herut by comparing a caricature of the Herut leader, Menachem Begin, with a stereotypical young worker wearing a kova tembel and holding a trowel and hammer. The worker looks strong and determined and represents the positive image of the “New Jew” depicted in the style of Soviet art. The caricature depicts Begin as a puffed-up rooster who talks a lot but doesn’t have much to say. Begin’s portrait is ridiculous, somewhat effeminate and intended to be reminiscent of a Diaspora Jew in contrast to the Israeli “New Jew” worker. The symbols here speak volumes, especially when compared with the terse text which labels the worker “with hard work” and Begin “with empty words.”
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11. Shas – A Movement with Roots, Shas, 1984
This is a poster published by the Shas party (an acronym for Shomrei Sefarad, the Sephardi guardians) for the 1992 elections. Shas was founded in 1984 as an Ultra-Orthodox Sephardi party under the spiritual leadership of Rabbi Ovadia Yosef. The poster employs well-known religious symbols such as a Sephardi-style Torah and the tablets of the Ten Commandments. The symbols are instantly recognizable and reinforce the message of this religious party.
Summarising – Using FAMILIAR SYMBOLS
* Familiar symbols enable the designer to condense a big idea into one small image
* Familiar symbols and imagery make use of stereotypes to convey a message
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Using IRREGULAR PROPORTIONS to convey a message
12. The Strong Hand, Herut, 1949 This is an election poster produced by the Herut party for the 1949 Israeli elections, the first elections of the State of Israel,. The oversized image of David Ben-Gurion is using a whip against a figure that represents the general public. The smaller men next to him using smaller whips are members of Ben-Gurion's coalition: the Sephardi party, the Religious Front and the Progressive Party. Ben-Gurion's whip is labelled with the decrees that, according to the Herut point of view, he inflicted on the public. The message being conveyed is that Ben-Gurion and his coalition were harming the Yishuv with their socialist beliefs, support of government-owned business, and austerity measures. The irregular proportions encourage the viewer to empathise with the “little guy” who is being beaten by the “big man.”
13. “Those Democrats,” General Zionists, 1951
This is an election poster produced by the General Zionist party for the 1951 Israeli elections. The poster features a cartoon with the title “Those Democrats,” demonstrating the party’s opinion of how Mapai, the party in power, views the Knesset. In the cartoon, a very large man, labeled “Mapai,” is sitting on all of the chairs in the Knesset. On his lap sits a small man labeled “Progressive.” The cartoon addresses the belief that Mapai was using undemocratic measures to implement their policies. It conveys the message that Mapai, and by extension David Ben-Gurion who is watching from the picture on the wall, is quashing the Knesset and pushing through their agenda with the help of the progressives who are in their lap.
14. The Rule of Mapai, Herut, 1951
This is a poster from the 1951 elections, published by the Herut party. The election took place during a time of economic crisis for the new country which was absorbing large numbers of new immigrants from around the world. The oversized Buddha-like image of David Ben- Gurion sitting on the struggling “little people” conveys the Herut view that Ben-Gurion and his Mapai party were using their control of large industries and the emergency measures at the expense of the citizens.
Summarising – Using IRREGULAR PROPORTIONS
* A large figure is designed to: emphasise, glorify, or ridicule
* A small figure is designed to: degrade, ridicule, or designate a lower hierarchy
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EVOKING EMOTIONS to convey a message
15. Let Us Live in this Land, General Zionists, 1955 This is a poster published by Mapai for the 1955 elections. The main image in the poster is a fat, ugly wealthy man smoking a cigar and sitting in front of a table laden with expensive foods and wine. The poster is attacking the General Zionist party whose symbol is the letter tzadi and whose slogan, “Let us live in this land” is written on the wall. The depiction of the wealthy, self-indulgent man is meant to provoke anger or repugnance toward the General Zionist party that he represents.
16. Jerusalem is Afraid of Olmert, 1998 This is a poster that was published for the 1998 Jerusalem municipal elections in which Ehud Olmert ran for re-election as mayor. Olmert first became mayor in 1993, when he defeated long-time mayor, Teddy Kollek, thanks to the support of the Ultra-Orthodox (Haredi) community. The main image on the poster is a rather alarming sea of men wearing black hats, symbolising the Haredi community. The texts says, “Jerusalem is afraid of Olmert,” with the word “afraid (hareda)” being a play on words with the word “Haredi.” This photograph was meant to evoke fear among the secular residents of the city who were concerned that Jerusalem would become an Ultra- Orthodox city.
17. Today THEY Say: The Temple Mount is in Our Hands, 1988 This is a poster published by the right-wing party Tehiya for the 1988 elections. The image of a threatening man wrapped in a keffiyah with only his eyes showing and standing in front of the Temple Mount saying “The Temple Mount is in our hands” was meant to evoke fear in the viewers. The phrase “The Temple Mount is in our hands” is the famous statement by IDF Chief of Staff Motta Gur, announcing the reunification of Jerusalem during the Six-Day War in 1967. The poster takes the phrase and puts it in the mouth of the Waqf (the Islamic religious trust responsible for Islamic holy places in the Old City), whose administration of the Temple Mount, the poster states, shows contempt for Israeli law.
Summarising – EVOKING EMOTIONS Effective election campaigns often make use of emotions such as: * hate * guilt * fear * shame * love * hope
Stereotypes are often used to evoke these emotions. Evoking such emotions encourages people relate to the message on a personal level.
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Using a DRAMATIC PERSPECTIVE to convey a message
18. You Did This!, 1961
This 1961 poster with the caption “You Did It!” was published by the Poalei Tzion (Workers’ Union) party. The large finger pointing directly at the viewers is an effective use of dramatic perspective, making the viewers feel that the poster’s message is directed right at them. The viewer (“You”) is the subject of the poster, which attempts to shift loyalty away from David Ben-Gurion, the first prime minister of Israel. The poster states, “You did it! Not a party and not a leader! You built the state!”
19. Alef for Reliable Leadership, 1955
This is an election poster published by the Mapai party for the 1955 Israeli elections featuring a large photograph of David Ben-Gurion, gazing upwards and into the future, with a strong, resolute look on his face. The caption reads “For Reliable Leadership” and the letter aleph, which is the voting letter for the party. The poster’s message is that the country needs a strong, trusted leader, namely, Israel’s founding father, David Ben-Gurion.
Summarising – DRAMATIC PERSPECTIVES Dramatic perspectives are achieved by: * photographic angles * an upwards gaze * pointing at the viewer * larger-than-life figures
Dramatic perspective creates impressions of powerful and supernatural figures.
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Using COMPARISONS to convey a message
20. Alef and Tzadi, Mapai, 1951
This poster, published in 1951 by the workers’ party Mapai compares two contrasting visions of society. The illustration on the right, with a red background and the letter aleph representing Mapai, depicts the socialist ideal of a city consisting of different types of government housing projects – housing for new immigrants, senior citizens, workers, etc. On the left, with the black letter tzadi of the General Zionists party, is an illustration depicting a fancy, “bourgeois” house which is supposedly preferred by the opposing party. By putting the two illustrations side by side, Mapai is highlighting the contrast between the two ideals in the hope that the voters will prefer their vision. It is interesting to note that from today’s perspective the negative depiction here is actually society’s preferred goal.
21. He Votes Tzadi, He Votes Alef, Mapai, 1955
This poster, published by Mapai for the 1955 elections, presents the same two contrasting views of society as the previous poster. On the left is Mapai’s ideal: a worker industriously building a wall. On the right, representing the General Zionists, is a lazy, decadent, wealthy man drinking at a bar. The designer was careful to keep similar motifs on both sides in order to highlight the differences: for example, the similarity between the ladder and the barstool. The message of this poster, like the previous one, is unlikely to convince modern-day voters, who would not be convinced that work triumphs over having a good time!
Summarising – Using COMPARISONS Comparisons can show: * Before vs after * Good vs bad * Popular vs unpopular * Reasonable vs ridiculous * Modern vs old-fashioned
Comparisons often use visual imagery involving stereotypes.
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Using RIDICULE to convey a message
22. Quick as an Arrow – On a Wooden Horse,” General Zionists, 1955 This poster, published by the General Zionist party for the 1955 elections, ridicules their opponent, Menachem Begin, from the Herut party. Begin is depicted sitting on a broken rocking horse, wearing a newspaper hat and shorts, and holding a toy sword. The drawing portrays him as a juvenile, silly man. The caption, which rhymes in Hebrew, reads, “Quick as an arrow – on a wooden horse,” thus adding to the mockery of Begin.
23. Friendship and Unity, Mapai Style, Labour Unity, 1961 In this 1961 poster, the Labour Unity party is ridiculing Mapai by portraying them as unworthy of governing due to the fighting within their ranks. The illustration depicts the letter aleph (Mapai’s voting) topped with the heads of two men. The arms of one man are choking the second man, and the caption to the right reads: “Friendship and Unity, Mapai Style.” Beneath the illustration is the caption: “Don’t allow them to govern!” The ridiculous way that the men are drawn emphasises how preposterous it would be to allow them to govern.
24. The Coalition, Herut This poster, produced by the Herut party, is ridiculing Prime Minister David Ben- Gurion and his coalition. In the drawing, Ben-Gurion is playing the flute and all of his coalition members are dancing to his tune. The illustration is thus implying that Ben-Gurion has everyone in his pocket and they do exactly what he says without thinking for themselves.
25. They Are All Mine!, Herut, 1949 This poster from 1949 was created by Herut and ridicules David Ben-Gurion and his control of his coalition partners. The illustration depicts a large Prime Minister David Ben-Gurion and very little coalition partners popping out of his hat, sleeve, and pocket. The caption at the bottom reads: “They are all mine!” The overall look is quite absurd and not the image that voters expect from their leaders.
Summarising – Using RIDICULE One of the most effective ways to win a debate is to divert attention from yourself and ridicule your opponent. Cartoons are often used to ridicule opponents by emphasising certain features such as: * appearance * origins * common phrases Ridicule often uses visual imagery involving stereotypes.
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