STYLISTIC ANALYSIS OF SELECTED POLITICAL CAMPAIGN POSTERS WITHIN THE IJEBU-ODE MUNICIPALITY, OGUN STATE, NIGERIA.

STYLISTIC ANALYSIS OF SELECTED POLITICAL CAMPAIGN POSTERS WITHIN THE IJEBU-ODE MUNICIPALITY, OGUN STATE, NIGERIA.

ABSTRACT: posters are very important forms of visual and non-verbal communication use by commercial and political advertiser s to persuade targeted audience. Political posters are used during election campaign periods to familiarise candidates to the electorates and lure them to vote for candidates. These posters contains images and elements of linguistic features such as campaign slogans with which candidates intend to communicate certain meanings and convince the electorate to gain their votes. This paper observes that the vocabularies of campaign posters are simple, precise and concise to facilitate its retain-ability by the electorates and the linguistic features are generally descriptive, emotive and persuasive; embodying the candidates’ ideology and philosophy.

Posters: Any piece of printed paper designed to be attached to a wall or vertical surface. Posters are very important forms of visual communication that commercial and political advertiser use to persuade target audience. During election campaign periods all over the world, posters are used to familiarize candidates to the electorates and entice them to vote for candidates. This study analysed selected campaign posters in Ijebu- Ode municipality, Ogun State of Nigeria.

Advertisement: The non-personal communication of information usually paid for and usually persuasive in nature about services or ideas by identified sponsors through the various media.

Language of Politics: Politics is concerned with power: the power to make decisions, to control resources, to control other people’s behaviour, and to control their values. One may care to ask; politicians chooses their words carefully; this is because they believe in the power of language to influence thought. They believe implicitly in linguistic relativity.

Corpus Methodology: The comparative analysis yet to be embark on in this paper in the study of political campaign poster will be carry out with the aid of stylistic analysis with comparison, description, analysis and conclusion done/achieved through the exploration of poster content with linguistic element that falls within the study of language levels. Thus, the analysis in this paper would be done at various linguistic levels viz: graphitic/graphological level, lexical level, syntactic level and semantic level. Seven datas (posters) are collated for the analysis of this study. However, five of this data’s would be explored at the aforementioned various linguistic levels while reference would be made to the others where necessary. Stylistic analysis could be said to be a linguistics mechanical tool with which the message in a work of art can be construed, describe and explain so as so aid and establish authenticity in the rhetorical and the artistic manipulation of the linguistic elements of language in such art work and to be able to bring to light; the “why” and “how” an artwork came to mean what it means.

STYLISTIC ANALYSIS OF COLLECTED DATAS (POSTERS)

The following data(s) to be used in this analysis are collected from around Ijebu-ode municipality.

DATA 1 ANALYSIS

Graphetically, two emblematic symbols can be identified on the surface which could be interpreted as representing the Candidate's Party "APC" and the Symbol of the state's "House Of Representatives" which could also be interpreted as- Target of the candidate's Campaign Poster. That of the candidate's Party is placed on the Up-Right area of the data while the other, on the Left Side, stretching out from aback the Candidate's photograph which positioned occupying a large area of the poster with his name written totally with Bold Capitalization followed by the post being aspired, the constituencies followed with  an inscription which could probably be regarded as the  Campaign slogan all descending downward in a kind of graphical hierarchical manner such that the slogan could hardly be notice from afar or at first sight compared to the other inscriptions on the poster; all colored with White on a segmented Deep Blue background area of the poster below a more fairly lightened Blue. In graphic design terms, the whole of the data could be refer to as "A Two Colour Graphic Artwork" with the Totality of combined colour properties; "Cyan and Magenta".

However, it could be side that the afore stated graphetic/graphological properties of the poster has been made, designed and structured in a way that could make the visualization convey the thematic campaign purpose and as such catch the attention of the electorate or Passer-by having been placed at strategic location in public places.  The emblematic located at the Upper Right area of the poster could be said to have been put in place so as familiarize the electorates, most especially the not much educated ones, with the symbol of their Party. Likewise, the photograph could also be said to propel familiarization of the candidate and his identity with the electorates and to aid recognition. The various inscriptions on the poster are made bold, capitalized, and given different colour in sharp contrast with background (in terms of blending) which makes them readable perhaps at first sight or notice. On the whole it could be said that these graphetic/graphological items has been structure thus to appeal to the audience visually in terms of thematic purportion amongst others campaign purposes.

At the lexical level, inscriptions/textual-linguistic contents on the poster are short, witty, brief, precise and concise to aid the campaign thematic purportion of the campaign poster. Most of the lexis, especially the campaign slogan, though could hardly be regarded as one (but is the only inscription that could be pinned down in the poster) could be said to carry a metaphorical connotation. It carries a motivational significance and could be said to appeal to the electorate in such manner.

At the syntactic level, the campaign slogan which may said  to represent the candidates ideologies and philosophy could be said to contain an adverbial clause and a prepositional  phrase, as such could regarded as a Simple  Sentence since it does meet the demands of being place-able or categorize as Compound. However, it carries a motivational connotation which could be construed that perhaps the candidate is by means communicating to his audience (the Electorates) that "with God on his side"(an abstract believe which could only be propelled into Reality if the candidate wins the Post which could be made possible if he happens to win the electorates' VOTE and eventually the election) and with the electorates' support; other possibilities are unlimited as to people's satisfaction, though the  under-yoked factors of possibilities could as well vary in interpretative terms.

At the semantic level, in view of the campaign slogan treated at the lexical and Syntactic connotative level most especially in view of the abstraction cited the syntactic analytical level of the paper it could be said that the campaign slogan is ambiguous in nature as it can be interpreted positive and negatively by the candidate, his political party, his supporters (as engaged in previous section ) and their opponents respectively, after all political language, no matter how emotive or descriptive it appears to be is always subjective, personal and idiosyncratic.

By and large, this data is discovered to exhibit and convey the candidate's identity and campaign theme with the aid of visual appeal, entice and linguistic rhetorics.

However, Data1 could be said to be of low graphic production quality compared to data2 that follows. More so, with diverse visual appeal and inducement coupled with impressive thematic purportion data 2 attempts and pursues the same communicative campaign goals. As seen in its analysis thus,

DATA 2 ANALYSIS

At the graphetic/graphological level, the colours and photographs are designed in a way that it appeals beautifully to the electorates' visual sensation. It appears catchier compared to data1. However, it also carries a symbol that serves to inform and familiarizes the electorates' the identity of the candidates' party and that of himself as noted above in the analysis of data 1. The inscriptions ranging from names, aspired post and campaign slogans are all written in bold capital letters except for the candidate's Nickname which maintains a “Title Case” placed at strategic location on the poster as others and beautified with various diverse colours. In graphic designing terms, the poster could be refer to as an artwork designed with "Colour Separation" which is used to refer to an art work designed with the combination of the four graphic basic primary colours viz; Cyan, Magenta, Yellow and Black. The kind of colour combination gives such graphics artworks like posters, a creative, and attractive and ever memorial emotive sensation, in the case of this study, can be seen exhibited in the Poster under consideration.

At the lexica-semantic level of analysis, the campaign poster in data 2 carries like the other posters being studied in the present paper and a more enticing and connotatively descriptive thematic convoy. The slang-like movement-nick "Omo-Iwa" meaning "A person Of Good Character" connotes perhaps that the candidate has been known for good character; an attribute characterised by good mannerism, personality, faithfulness, truthful e.t.c. and if voted elected will still maintain such qualities which will be at the benefit of the people. Also, the slogan, "a new thinking..." is imbued with metaphorical meaning as the word "new" communicates or implies a change in something from obsolete to very recent, this perhaps may be through discovery. Thus, it could be said perhaps that it implies that the candidate is one who is innovative and if elected by the electorate will use his innovative ideas, instrument and strategies for the benefit the people and of the society at large as it is manifested in the phrases; "Arise” and “Shine" which could be assumed to connote redefinition and transformation hence, representing the candidate's ideology and communication the candidate's philosophy.

This is also in line with the fact that campaigns slogans are carefully selected by candidates and employs mostly abstract nouns in convey the campaign theme so that the electorate can be able to retain them since short inscriptions can be easily remembered compared to long ones.

At the syntactic level, the campaign slogan contains two noun phrases; one carries a gerund and the other have its nouns coherently linked together by the connecting conjunction "and" abbreviated and represented with letter "N". Thus, this confirms the that campaign slogans are short, witty, precise and concise in nature to help arouse and impelled a descriptive and emotive sensation  and impression in the electorates so as to convince them to buy their ideas and leave other candidates and give their vote to the candidate.

DATA 3 ANALYSIS

Graphetically/ graphologically, colours are put together in an abundant manner to beautify, entice, attract and purport campaign theme and purposes to the electoral at first sight. The campaign slogan is situated at strategic location at the topmost area in the poster followed by the candidate's photograph, name, and political/party sings/symbols with the campaign mission strategically positioned carefully in the area of the poster below the Candidate's name. It should be noted that apart from the candidate's party's Symbol. There is another controversial emblematic symbol of a Hand encircled displaying the “6-6-6” logo of the renowned notorious fraternity; the US Illuminati. Well, probably to catch people's (electorate) attention more striking and bid them move closer to read the content of the poster. It is arguable to say that this candidate is a “name dropper” having used another personality’s trait to sell himself.

At the lexica-semantic level, apart from the candidate's name and that of the aspired post, the campaign slogan is in phrasal form; “Change for Good". Prior to the afore established facts in this paper that campaign slogans on campaign always have connotation, better put, are most times ambiguous in nature--carrying another meaning behind its literal meaning, in the slogan, the lexis "change" is single but metaphorical in Nature. It communicates the candidate's ideology and aspiration. It stands to convey political opinion and the reason for the campaign since Change is what everybody looks forward to and it serves to assure the electorate/reader of not just any kind of but a Change directed towards Goodness.

DATA 4 ANALYSIS

It carries similar graphetic/graphological significance as seen in appendices two, except for the fact that it carries the photograph of two different candidates with diverse goals and mission with two campaign slogans; one for each candidate.

At the lexica-semantic level, the poster carries two different campaign slogans; the slogan speaks for a candidate vying for a governing post the other speaks for the other candidate vying for the a senatorial post. The first slogan; "Mission to Re-Build Continues..." Connotes that the candidate seeks for continuity as manifested in the progressive verbal element; "continues". It can be assumed that the candidate has probably elected before and he has started some developments, not yet completed and which perhaps he perceived benefits the people and as such employs it to appeal to the electorates that these works will be complete on a Condition; if he is re-elected. The second slogan, "Time for Change" expresses the political opinion of the second candidate located on the left side of the poster. Though, a phrase similar to that of data (3) but thematically it differs in connotation. The phrase could be said to be persuasive and motivational, prompting the electorates' emotive sensation of an imminent transformation as manifested in the word "Change" and at the time, serves to convince the electorate that this is the moment to propel to bring about that change, that is, by getting the candidate elected. It serves to get the electorates to buy the candidates' ideology and philosophy, believe in him and that it gives the candidate the privilege of wining that electorate's vote.

DATA 5 ANALYSIS

 Graphetically, the poster enjoys a carefully and beautifully mixed colour making it more enticing and attractive than that of the other data(s). It contains aside the candidate's photograph and political party symbol, other picture depicting probably past achievements signifying that the candidate has once been elected and is vying to be re-elect, that way, those pictures serves to not only attract the electorate but also represents the candidate's campaign mission.  Graphlogically, the various linguistic elements on the poster are written in bold letter and fonts such that they are readable at first sight and even at a distance; all placed strategically on the poster to aid visual appellation to the electorate and also convey campaign thematic purportion.

At lexica-semantic level, the poster contains inscriptions of words, phrase and clause at strategic location on the poster. All the linguistic elements viz: words, phrase and clause in the poster carries and conative feature. It is note-worthy to say that this poster seems to be more embellished with campaign messages such that it contains more inscriptions compared to the other posters, the name of the candidate however is not given more boldness compare to every other inscriptions on the poster, in that, it is written though with capitalization (notwithstanding a part of it is still foregrounded given more prominence than others) but not with much boldness compared to other poster studied in this corpus, it is therefore foreground, having been so systematically position with carefully selected colours. The first inscription “making a giant strike!” can be said to mean that the candidate probably is still in the office as manifested in the progressive verb: “making” and during his tenure has made a lot of conspicuous progress. Fortunately, that is being confirmed with the pictures and illustrations in the posters background. In other words, this posters carries this headline to connote the fact that the candidate is making progress and will probably continue in this manner if only the electorate choose to give him their vote and as such re-elect him of course, we couldn’t have been wrong to have construed that as it is manifested in the next verbal phrase “make the right choice ”which carries exclamatorily convincing tone as the verb “make” beckons the electorates to contribute to the development of their society by doing the “right thing” which in this situation is giving their vote to the candidate, hence, getting him (the candidate) to be re-elected this phrase however is being situated and a strategic location on the poster, bold occupying  a large space compared to the first phrase which seems to take its position as the headline. Thus, this two phrases are engendered with attractive colour stands out sharply in contrast with the background illustration, hence, the two phrases foregrounded having been imbued with some kind of distinct significance thereby, the first phrase at the headline position seemed to communicate the candidate’s recent achievements in the presently concluded tenure (i.e. making reference to past achievements) which at first serve to call the attention of the viewer to the various background pictures. The second phrase, however, serves to communicate and inform the electorate of the campaign purpose of the poster and therefore it makes reference to the candidates photograph. In other words, the first phrase paints the candidates as a Responsible and Innovative Personality and as such faithful and probably trustworthy as regard the post the candidate is vying for. This message will perhaps, appeals to the readers emotive sensitive and as such initiate a kind of suspense or create some kind of impression in the electorate hitherto, the second phrase is meant to take the advantage of this electorate’s  moment of impression thereby quickly introducing a new thought/idea thus having been impressed, the reader/electorate is prompt and in a ay assured that  the man is the “Right man” for the job and if the electorates choose to give his/her vote to him: it is a right choice”. This two phrases are powerful metaphor that seeks the re-sharpen the audience’s view by in a ay inculcating a thought, accompanied with pictorial evidence (in other words concrete evidence) hence, including an impression to bring about probably some kind relieve at first sight and then proceeds to introduce the main purpose of its creation; Campaign theme, a powerful schematic structural composition as such. It could be said the poster seeks to change the believe of the electorate by including these thoughts and ideas with the aim of convincing and making him believe that this is who they want and at the same time assuring them that that the candidate will bring them more significant progress and also to their society.

          In the same light , another phrase appears striking in contrast with the background of the poster such that it stands out strategically below the second phrase prompting the electorate to “SUPPORT”  the candidate, (by making the right choice afore inspired) in the phrase before this. However, sharpshooting towards the candidates name and the aspire post which is the ultimate purpose of the campaign, therefore, foregrounded, having been giving a “Title Case”, the Name “Amosun” also indicates elements  of foregrounding having been imbued with more boldness compared to the first to the first two names of the candidates.

          This foregrounded lexicon is nevertheless followed by a slang-like campaign slogan “Mission to Re-build Continues” which serve to represent the mission and vision of the candidate and in a way confirms perhaps why the electorate/reader  must try as much as possible to achieve the foregrounded “Right Choice” by making that the candidate gets re-elects one way inspiring the electorate to carry-on the campaign to help propel reality by seeing ti it that the candidate is being re-elected  and if such conditions are bridge then the audience/electorate is being assured of another “Mission” which has been set forth in planning to “Re-build” probably the infrastructural facilities of that society and thus increase the standard of living and well-being of its people only on one condition; if he is re-elected.

          It can be deduce from the above analysis that this poster carries more foregrounded elements more than the other poster yet analysed in the corpus and it seems to pass more information than the others. It exhibit a persuasive appeal followed by a convincing thought and thereafter a campaign mission/theme in a way through its rhetorical and conative linguistive elements.

IN CONCLUSION

          It could be deduce from the above comparative corpus analytical study of political campaign posters like all other commercial posters such as advertisement, propaganda and so forth…. Are made to attract audience, persuade them, convinced them of the candidates’ ideology and philosophy and in a way led to change their position; leave their opponent’s part to theirs and make them believe a particular campaign mission as what they want and which necessary they work through by giving their vote for a particular.

          It can be deduce that all campaign posters carries a particular candidate’s photograph, names and aspired post but not all campaign posters carries a campaign  slogan which is meant to represent the candidates and parties ideologies  as noticed in appendixes 6 & 7. This deviates from the principles of advertisement since posters are also a form of advertisement. In contrast we observe that campaign poster are designed to contains language elements which ranges from graphological, lexical, syntactic ,semantic and also phonological level which helps propel a rhythmic swift reading of the slogans as noticed in data 4’s head-phrase “ Making a giant stride” in lexical items Giant and stride are replete with the vowel diphthong /ai/ as in /dƷai.∂nt/ and /straid/ respectively adding along with it ; connotative metaphoricity in the phrase ; a rhythmic reading.

Graphetically, campaign posters under consideration differ in style of designation or what could be refers to as visual appeal. They also maintain variety in terms of sizes, shapes and graphological and graphitic pattern and choice of language. However, above all, they have been designed and imbued with a multivariate of colour mixture which makes it beautiful and capable of attracting the attention of the electorate or any passer-by. More so, the photographs are artistically designed with attractive colours, the inscriptions as well as the campaign slogans are made enticing with appropriated colours which help appeal sensually to the electorate’s and that way catch their attention. Also, the names and aspired post of the candidates are written in bold letters and fonts so that merely seeing it; it communicates the identity of the candidate and the purpose of the poster as regards to candidate. That is, political campaign mission, having caught their attention, the electorate perhaps gets familiar with the candidate. The political signs and symbols are also placed on strategic areas on the poster to familiarize mostly not well educated electorates with the identity of their candidates’ parties. It is should be note that these slogan, inscriptions, along with candidates’ name are positioned at strategic areas on the poster.

          As such, it can be said that political posters and slogans are one of major tools with which politicians communicates their political ideologies and missions. It as such enables the electorates to get familiar with the name of their choice candidates and the campaign platforms. In Nigeria for instance, they are distributed to electorates in forms of handbills when elections are at the corner.

According to Emmanuel C. Sharndama and Ibrahim Mohammed (2013), campaign slogan is basically a concise statement that describes or summarizes a candidate’s ideology or philosophy. They are short, brief, precise and concise.

          At the lexical level, we observe that the lexis are generally subject specific, most of it are abstract nouns and quite common with decisions that are often theoretical event thoughts, they may be directly linked to a proposed plan of action (Thorn 1997) as observed in data 4; “Mission to Rebuild Continues” which informs the electorates of a proposed action which will be achieved if the candidate is being re-elected. This selected lexical items making up the campaign slogans are descriptive and emotive keywords perhaps, could possibly be regarded as everyday language as they are lexis that are commonly used such as “change” which happen vivid in the campaign slogan’s phrases in data (3) and (4). Similarly, other words/lexis such as “Thinking”, “Arise” and “Shine” in data (2) is all daily used lexis common in our society (Nigeria), however they all carry a connotative significance behind their various literal meaning, and they are presented in metaphorical terms which embodied the political mission engendered in the campaign poster.

          It could also be said that the words/lexis compiled in the posters are carefully selected to make sure they enable retain-ability on the part of the reader/electorate since short slogans can be easily remembered and memorize than the longer ones. They represent the political and campaign ideology and philosophy of the candidates and their party. Also, gathered from the corpus comparative analysis, it could be said that campaign slogans contains mostly single word/phrase which contain a word that carries a central idea; a central aim for doing political campaign.

          At the syntactic level, the various linguistic and grammatical structure of the campaign slogans on the poster are so designed to focus on the abstract implication of the meaning being communicated through its structure, nevertheless, it has been observe that most campaign posters slogans are in scripted in phrases except for the sentential slogan sighted in data 1 “With God all things are possible” which is a simple sentence and according to Sharndama and Mohammed’s ( 2013) research on advert he contends that campaign slogans are not always come in compound or complex sentence. They are short, brief, precise and concise. They carry simplicity and are mostly in phrase forms embodying political ideologies, philosophies as well as campaign missions and motives.

          At the semantic level, it could be deducted from our corpus study that campaign posters and slogans carry meanings beyond conceptual meaning. Connotativeness is inscription in words, phrase and clause/sentences refers to feelings, attitudes moods implied by a term or phrase employed by political candidates to help canvass people and helps achieve their goals (Sharndama and Mohammed 2013). They carry valued judgement or though which candidates hope to considered “positive” by the electorate, the lexis and syntax are connotative. They connote different meaning to different audience/people as it is a known fact 9that the way the candidates and their supporters will interpret it will be different from their opponents will. Thus, they could be regarded being as subjective and emotional as objective substantive. They interpreted positively by the candidates and their supporters and negatively their opponents. Hence, they can’t be construed objectively in the sphere of politics. However, they are purposely selected to motivate and entice the audience /electorates.

Highly emotive though but can’t be objective. From observation, campaign language are highly subjective, personal and idiosyncratic in audience’s consideration, they are interpreted based on diverse ideology are interpreted based on divers audience. Thus, ambiguous in nature compared to the language of literary texts.

In conclusion, it could said, gathered from the visualization analysis of the collected data(s), that political campaign posters are design to not only attract but also to persuade, motivate, impress, entice and catch attention of the electorates’ or passer-by. They are pasted at strategic locations in public places (or billboards) so as to sell the candidate, his mission, ideologies, philosophy, and by that appeal to the awareness sensation of the electorate to come closer for a quick scanning which may probably turn to reading of the candidates. They are composed of lexis, phrases, clauses and sometimes simple sentences that carefully selected to communicate and pass information to the electorates. The result showed at graphological level that campaign posters are of different shapes and sizes and are beautifully designed to attract the attention of the electorate or passers-by. The vocabulary is descriptive and emotive, thereby enticing to change and accept a political candidate. The syntactic features are concise, precise and usually in declarative or imperative moods. The linguistic features generally are descriptive, emotive and persuasive.