Slovak National Party (SNS) - Bratislava, 2012

The text reads: "We are raising (a new generation who will win) the world championships (of ice hockey)!", "New law about sponsoring (for ice hockey training programs)", "Let's vote SNS, number 4". This is yet another attempt by SNS to diversify its nationalist and populist messages by appealing to Slovakia's sense of pride in sporting achievement. The 'baby' wearing the gold medal is Marek Uram, a hockey player and political candidate for SNS; it will be interesting to see if this sort of ploy can reach the right sort of voters (those who probably wouldn't otherwise vote) and bring SNS some support for reasons other than the usual anti-Hungarian, anti-Roma sentiments.

Slovak National Party (SNS) - Bratislava, 2012

The text reads: "How much longer are we going to support (and pay) for the Roma (Gypsies)?", "We're changing this!", "Let's vote for SNS, number 4". This is one of several anti-Roma billboards the SNS have run in the 2012 campaign. The picture was chosen to show Slovak voters that although Roma are poor, they all seem to have enough money for satellite dishes, and the pole in the background may indicate illegal connections to the electricity grid. Roma NGO organisations have protested against the racist hate speech included on these billboards, but SNS has not agreed to remove them, unlike in the 2010 campaign. One billboard accuses Ordinary People leader Igor Matovič of wanting to include Roma candidates in his party list; Slota was quoted as saying in response to this that "If the public vote for 150 Roma to be in parliament, then we will have a Roma parliament... now is that racist?" At least he still feels he must explain and defend his racist attacks, unlike Hungary's Jobbik who make no apologies for their hateful opinions...

Slovak National Party (SNS) - Bratislava, 2012

The text reads: "16% flat tax", "Let's be the best in the EU!", "Let's vote for SNS, number 4". A vandal has helpfully added the words "You thief" across the image of Slota. SNS seems to have decided that if they want to make it into parliament again this time they can't only focus their campaign on bashing Hungarians and the Roma (which is their usual plan), they actually need to have other party issues. The economy is an area SNS doesn't usually get involved in, but since it is a top priority with voters SNS needs to show that they are in touch with the needs of today's citizens. 'So could you explain your tax plan to us in more detail, Mr. Slota?' 'Well, umm.....".

Slovak National Party (SNS) - Bratislava, 2012

The text reads: "For 140 years we have protected Slovak territory!", "(Viktor) Orbán's boat is sinking". This is one of my favourite SNS billboards of the 2012 campaign because of the cartoon Orbán next to the cartoonish Slota. The Hungarian economy is indeed on shaky ground at the moment and Orbán has led Hungary on a heavy-handed path of consolidation of power resulting in frosty relations with Brussels, but I'm not sure I can agree that Orbán's political boat is sinking. Fidesz are low in the opinion polls, but no other party (especially on the left) has appeared which could realistically challenge them, so the support Fidesz is losing is going into the undecided column or to the extremist Jobbik camp. If Jobbik succeeds in becoming a major political force in Hungary this would be far more dangerous for Slovakia than any moves made by Orbán.

Slovak National Party (SNS) - Bratislava, 2012

The text reads: "From the Tatra Mountains to the Danube River only in Slovak language!", "Let's vote for SNS, number 4". This is a typical anti-Hungarian message from the SNS, but I wonder if the Rolling Stones should get their lawyers on the phone about the use of the tongue image? If Tublatanka didn't want to be associated with Slota, I'm sure Jagger wouldn't either.

Slovak National Party (SNS) - Bratislava, 2012

The text reads: "Slovaks, let's start relying on ourselves!", "100 Euros per month increased minimum pension", "For people - pensioners, who built this country", "We have a new solution! Let's vote SNS, number 4". SNS seem to be making a concerted effort to go after older voters in the 2012 campaign, since many of their billboards focus on raising pensions. The slogan about 'relying on ourselves' seems to suggest that they think the EU (with its economic issues) will not guarantee Slovakia's long-term future, in keeping with SNS's nationalist and often isolationist message.

Slovak National Party (SNS) - Bratislava, 2012

The text reads: "We will increase pensions by 1200 Euros per year!", "Vote for SNS, number 4". Most of the billboards used by the SNS in the 2010 campaign focused on creating fear of Hungarians or Roma, so it is interesting to see them offering plain populist campaign promises like this one. They seem to have decided that the economy is a more important issue to focus on this time, since the SNS are polling below 5% in most opinion polls (as of mid-February 2012) and they need a new approach. The dark, frightening images of some past billboards have been replaced by a friendlier white design for all of the 2012 billboards.

Slovak National Party (SNS) - Bratislava, 2010

The text originally read: "So that tomorrow we don't have to wonder", but vandals have altered it so that it reads: "So that tomorrow they are wondering", "Don't vote (for the SNS)". This was done the day before the 2010 election, so I assume the altered caption is intended to mean that the SNS will be wondering about their future as a party after the election. SNS and HZDS billboards were popular targets for vandalism and 're-messaging' during the campaign.

Slovak National Party (SNS) - Bratislava, 2010

The text reads: "So that our neighbours (Hungarians) don't become our enemies". This is another classic SNS billboard which plays on their usual xenophobic themes. I like the way the Hungarian man pictured (with his stereotypically large moustache) gradually becomes more radicalised moving from left to right, in the final image looking like he is ready to attack (or become a bandit). The irony of the message of course is that the surest way to inflame ethnic hatred between Slovaks and Hungarians is to vote for the SNS and give them seats in parliament where they can further spread their message of xenophobia. As a call to arms for skinhead nationalists though, the message is probably effective...

Slovak National Party (SNS) - Bratislava, 2010

The original text read: "Mobilise the electorate!", "We aren't giving Slovakia away!". Vandals have changed the text to read: "Voters are mentally defective" (who vote for the SNS). The moustaches add a nice touch as well...

Slovak National Party (SNS) - Bratislava, 2010

The text reads: "Plavecký Štvrtok, I have the solution", "We are voting for SNS, we are circling number 23". Plavecký Štvrtok is a village to the north of Bratislava near Malacky which has the largest Roma settlement in western Slovakia. Quite bluntly, the SNS are suggesting that the solution to the 'Roma problem' in the village is to bring in bulldozers and demolish the Roma settlement. It is rather shocking for Western observers to see such blatantly racist media attacks made in public with little response or public outcry, but that is the way of things in much of central and eastern Europe where the Roma are considered less than human by even well-educated citizens.

Slovak National Party (SNS) - Bratislava, 2010

The text reads: "So that tomorrow we don't have to wonder" (if we will lose our Slovak sovereignty to the Hungarians). The Slovak flag is presented in the Hungarian colours to symbolise the slow, creeping takeover of Slovakia by Hungarian interests, a development which the SNS wants all ethnic Slovaks to remain fearful of. Attacks on the Hungarian and Roma minorities formed the basis for nearly all of the SNS ads that appeared in the 2010 campaign.

Slovak National Party (SNS) - Bratislava, 2010

The text reads: "We aren't giving Slovakia away". Ján Slota has a 'deer in the headlights' look on this billboard, perhaps he was starting to realise in the last days of the 2010 campaign that his party was fighting just to keep seats in parliament...

Slovak National Party (SNS) - Nitra, 2010

The text reads: "We aren't giving Slovakia away!". This is one of the least offensive of the SNS ads used in the 2010 campaign - it appeared in the final week before the election. It can be assumed that they mean they will not give away Slovak sovereignty to the European Union, to the Hungarians, or any other external body. It also implies that the other Slovak political parties might be willing to give up Slovak sovereignty to the EU and won't be tough enough on Hungarian minority issues.

Slovak National Party (SNS) - Košice, 2010

The text reads: "So that we do not feed those that do not want to work". This was by far the most controversial of the SNS ads in the 2010 campaign, drawing extensive protests from NGO's which eventually forced the party to agree to remove them. They were removed very slowly and reluctantly, with some of these billboards still visible until the end of the campaign period. The man pictured in the ad is clearly meant to be Roma (Gypsy), who the SNS does not want to support with public welfare payments. The tattoos and gold chain around his neck were digitally added to the image with photoshop. Apparently the man was paid a small sum to pose for the photos without being aware of how they would be used for advertising or that his image would be digitally altered. A fundamental part of the SNS platform is encouraging hatred towards Hungarians and Roma (Gypsies), and the majority of their advertising is focused on either attacking or creating fear surrounding these two social groups. This billboard pictured here was in front of the central train station in Košice a few days after the agreement to remove them.

Slovak National Party (SNS) - Bratislava, 2010

The text reads: "So that our national will be intelligent". During the 2006-2010 government the SNS were a part of the ruling coalition, and they were given the Ministry of education portfolio. Party member Ján Mikolaj took the post of Education minister, and held that post for the full mandate (unlike most other SNS ministers who were sacked for corruption and cronyism). One of the SNS's main policy initiatives in education was to propose a law requiring all schools to display Slovak national symbols in classrooms (including in majority Hungarian regions). This billboard was a popular target for vandalism, with many of them altered with spraypaint so that they read: "So that our nation will be unintelligent (if you vote for SNS)". The black colour of the background is in keeping with the SNS's goal of making the viewer feel threatened when looking at the image.

Slovak National Party (SNS) - Bratislava, 2010

The text reads: "So that our children have certainty (and security)". This is another SNS billboard which plays on the theme of external threats (Hungarians) to the Slovak national identity. The child must be protected by the strong arms of Slovak male chauvinism, represented by the crest with the sword on the sleeve. The dark, spooky tone of the image is intended to make the viewer feel afraid (if not paranoid), which is part of the extreme nationalist rhetoric of the SNS, that the nation must constantly be ready to defend itself against external dangers, real or otherwise.

Slovak National Party (SNS) - Bratislava, 2010

The text reads: "So that our borders will remain our borders". As an extreme nationalist party, the SNS always seeks to remind Slovaks that external threats such as the Hungarians are an ever-present danger to the very existence of the Slovak state. The Hungarians reclaimed southern Slovakia during World War Two, and the SNS would like Slovak voters to believe that it could happen again at any time (so they must be prepared). The backdrop of dark, moody clouds behind the Slovak national symbol of the double-barred cross above the three mountains reflects the slogan well, giving the viewer the impression of approaching and menacing danger from afar (in keeping with the SNS's xenophobic ideology).

Slovak National Party (SNS) - Bratislava, 2010

The text reads: "I believe in Slovakia". His last name 'Kapusta' means cabbage...

Slovak National Party (SNS) - Bratislava, 2010

The text reads: "Pozsony? (the name for Bratislava in Hungarian) No, Bratislava!", "Vote for number 10" (on the ballot paper). This billboard was used in all districts of Bratislava in the 2010 campaign to remind Slovak voters that the Hungarians are still a threat and that if they don't recognise the danger they may one day find the city is called Pozsony again. This sort of fear-mongering is typical of SNS ads which try to frighten ethnic Slovaks with external threats and appeal to their sense of righteous (and xenophobic) patriotism.