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 http://web.nli.org.il/sites/NLIS/en/Education/Pages/default.aspx 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. The National Library of Israel, Edmond J. Safra Campus, Givat Ram, POB [email protected] 39105 Jerusalem, Israel http://web.nli.org.il/sites/NLIS/en/Education/Pages/default.aspx 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. The National Library of Israel, Edmond J. Safra Campus, Givat Ram, POB [email protected] 39105 Jerusalem, Israel http://web.nli.org.il/sites/NLIS/en/Education/Pages/default.aspx 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 The National Library of Israel, Edmond J. Safra Campus, Givat Ram, POB [email protected] 39105 Jerusalem, Israel http://web.nli.org.il/sites/NLIS/en/Education/Pages/default.aspx 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.