The Selective Avoidance of Threat Appeals in Right-Wing Populist Political Ads: An Implicit Cognition Approach Using Eye-Tracking Methodology.

  • Jörg Matthes
  • Franziska Marquart
  • Florian Arendt
  • Anke Wonneberger
Chapter
Part of the European Advertising Academy book series (EAA)

Abstract

Right-wing populist parties increasingly use political poster advertisements depicting negative and threatening images of foreigners, especially framing Muslims as a threat to Western European countries and culture (e.g. Betz, 2013; Marquart, 2013). For instance, parties such as the SVP in Switzerland, the FPÖ in Austria, the Fremskrittspartiet in Norway, or the NPD in Germany apply political poster ads that openly attack minorities and immigrants. These poster ads often depict simple, strongly emotional content, such as praying or screaming Muslims, or women in Burkas.

Keywords

Migration Europe Fist Salon 

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Copyright information

© Springer Fachmedien Wiesbaden 2016

Authors and Affiliations

  • Jörg Matthes
    • 1
  • Franziska Marquart
    • 1
  • Florian Arendt
    • 2
  • Anke Wonneberger
    • 3
  1. 1.University of ViennaViennaAustria
  2. 2.University of MunichMunichGermany
  3. 3.University of AmsterdamAmsterdamThe Netherlands

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