Fotografia w kampanii politycznej – cele a rzeczywistość. Przykład parlamentarnej kampanii wyborczej na Słowacji w 2010 r.

The article presents the analysis of political campaigns for parliament elections in Slovakia in 2010. It focuses mainly on the use of photographs on billboards. The authors present their own typology of factors affecting the message, contributing to the achievement or non-achievement of the communication goals. The content analysis and visual analysis of the billboards explores their structure and placement in the environment, searching for the elements which encourage subsequent complementation of the billboard picture, or of the text, by the target population. The factor analysis confirms that the billboards particularly prone to complementation were those which were not complemented by their environment, were boring, and did not show the presented person in the bust-view, but rather as a detail in the picture.