My comments on the French election posters, which appeared in bulk last weekend with the formal beginning of the campaign, after which strict equal-access rules apply…
The ruling principle is the difference between those who want to be elected, and those for which the style of candidacy is most important.
Those who want to be elected are keen on getting votes, by the silliest means. Those who don’t expect – or seriously want – to be elected are keen to be seen to be doing politics how they wish it was done. Hence Sarko, Bayrou, Royal, and Le Pen’s posters are all centred on the candidate’s face, which is meant to convey their virtues but also their context.
For example, Sarkozy’s face appears, well-lit, from a darkened landscape, above his name and nothing else. Subtext – I am a leader without party, come to relieve our darkness. Join! Francois Bayrou’s is not that dissimilar, which should not really be surprising given that he thinks he really is without party, and that his party used to be more rightwing than Sarko’s as recently as 1994.
SÃ©golÃ©ne Royal’s face is inevitably the centre of hers, but what is this? Grainy, monochrome photography, with a block red masthead and italic, bold white Helvetica type. It looks like a 1970s leftwing paper’s front page from some demonstration, presumably intended to lend some revolutionary romance to her image (and herald a last-minute tack to the base?). More importantly, it’s easily the best-designed and most recognisable of the lot, rivalled only by…
Le Pen’s, which shows the man himself on stage, looking astonishingly like Ian Paisley. Like the Man Standing in the Gap Left By God, Le Pen’s political career is founded on his stage performance. Makes sense, and is at least legible. His far-right rival, Philippe de Villiers of the MPF, is a borderline case. No-one thinks he will get a significant vote, but he probably thinks he will. Notable is the odd look in his eyes – his party is very much the UKIP to Le Pen’s BNP, appealing to Catholic farmers rather than secular townies, and like them, he could well be described as a swivel-eyed loon.
The others know they won’t be elected, and have their explanations ready – the election system is against them, the media is controlled by the armaments industry, France needs a more deliberative system. So they are free to design as if everyone in the country would stop to read every word. Olivier Besancenot, Arlette Laguillier, and the risible Schivardi stuff theirs with reams of text, illegible without making a point of visiting every poster – which is what they wish you would do, and they choose to imagine a society where everyone would. Voynet’s just look like they were left over from last time out.