Communist Party of Slovakia (KSS) - Bratislava, 2010

The text reads: "If you want Fico to keep his promises, vote for the Communists", "Heart in the right place". It seems a bit strange for a political party to announce on a billboard that they know they aren't going to win the election (of course, Robert Fico and SMER didn't win the election in the end either), but the Communists seem to think that a statement like this might attract some elderly voters who would otherwise have voted for SMER.

Party of the Democratic Left (SDĽ) - Bratislava, 2010

The text reads: "What can politicians do for you if Slovakia no longer exists?". The floods of May and June 2010 in eastern Slovakia were a major event which occurred during the 2010 campaign period. The Green Party candidates running on the SDĽ list attempted to use the floods to draw more attention to the Green party platform, though it had little impact. The floods were a better issue to present than their earlier billboards warning about allergies though...

Direction-Social Democracy (SMER) - Bratislava, 2010

The text reads: "They robbed the disabled, they will do it again!", "Stop the SDKU-KDH-SMK coalition!", "Vote for SMER - Social democracy". In this ad SMER are accusing the previous Dzurinda government of cutting funding for programs for the disabled (which is true, though many programs received less funding due to necessary budget cuts). This is quite a low blow 'kick at the crutches' statement, a sign of just how desperate SMER was in the last week of the 2010 campaign as it became clearer that they would likely lose the election to the right-wing parties in a coalition.

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...

Hungarian Coalition Party (SMK) - Bratislava, 2010

The text reads (in Hungarian): "Loyalty to the community". SMK's leader Pál Csáky (pictured in the centre of the first row) stressed how important it was for Hungarian voters to stay unified after Béla Bugár left the party and formed the rival Most-Híd party. SMK would later fail to enter parliament after taking just 4.3% of the vote in 2010, a result which had a lot to do with the party leaders - Bugár's personal popularity ratings in the polls were well above those of Csáky's.

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.

Christian Democratic Movement (KDH) - Bratislava, 2010

The text reads: "Those who vote for Fico are also voting for Slota and Mečiar", "On Saturday June 12th vote for number 13, KDH". While SMER was running ads accusing the SDKU of wanting to form a coalition with the Hungarian party SMK, this ad from KDH appeared which reminded voters of the other possible coalition, a continuation of the SMER-led government which included SNS and HZDS. Although it is an attack ad, I think this is quite an effective message and could have been used to greater effect if KDH had started using it earlier in the campaign.

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.

Unia-Party for Slovakia - Bratislava, 2010

The text reads: "Young people are voting for change, young people are voting for Unia!". Like SaS, Unia pushed hard to position themselves as the party for young educated voters. Unia were less successful since they came across as a group of arrogant and wealthy business leaders who couldn't connect with the common voter. The 'superhuman' look is again used for the pictures of both candidates.

Slovak Democratic and Christian Union (SDKU) - Bratislava, 2010

The text reads: "Change is within reach!", "Come and vote on June 12, 2010", "We can do it!". In the last few days of the 2010 campaign SDKU worked hard to get people motivated to come to the polling stations, since they would be harmed by a low turnout more than parties like SMER. They also wanted to present the idea that it was possible for them and their right-wing coalition partners to defeat SMER (opinion polls at the time suggested this) and that every vote against SMER really could make a difference.

Freedom and Solidarity (SaS) - Bratislava, 2010

The text reads: "For future generations!". This SaS billboard appeared in the final week of the 2010 campaign, featuring leader Richard Sulík as a superman character (accompanied by the same animated sperm which appeared on an earlier campaign billboard). Clearly SaS are aiming to reach out to young voters with this non-traditional billboard, and it may have helped them to attract some of the 18 to 30 age range vote who otherwise would not have voted in the elections at all. Voter turnout is especially low among voters under the age of 25, who view politics as something smelly that should be avoided.

Direction-Social Democracy (SMER) - Bratislava, 2010

The text reads: "They gave power to the SMK, they will do it again!" (the previous Mikuláš Dzurinda government had included the Hungarian party SMK in the ruling coalition), "Stop the coalition SDKU-KDH-SMK!", "Vote for SMER - Social democracy". This billboard was used in the last week of the 2010 campaign and presented voters with a stark warning - vote for SMER, or the Hungarian party SMK will form part of the ruling government again. This playing of the ethnic Hungarian card against SDKU was criticised by Radičová as dirty politics that questioned the intelligence of voters. Perhaps SMER also used this anti-Hungarian message in a push to attract some of the nationalist voters who would otherwise vote for the extremist SNS.

Slovak Democratic and Christian Union (SDKU) - Bratislava, 2010

The text reads: "Change is within reach!", "Come and vote on June 12th 2010", "We can do it!". This SDKU billboard appeared in the final days of the 2010 campaign, using a positive tone to encourage voters to come to the polling stations. There was concern among SDKU supporters that a low turnout would hurt them more than it would hurt SMER, so getting people to turn out and cast a ballot was vital.

Most-Híd - Bratislava, 2010

The text reads: "Yes - For change together", "Party of cooperation". This billboard was used in the last week of the 2010 campaign and continued Most-Híd's message of unity between Slovaks and Hungarians. The party had a significant advertising budget with many billboards spread across the capital and southern Slovakia (as well as some parts of northern Slovakia where there is no Hungarian population).

Party of the Democratic Left (SDĽ) - Bratislava, 2010

The text reads: "What can politicians do for you if Slovakia no longer exists?". This is a rather sharply worded reminder of the major floods which occurred in eastern Slovakia in May and June 2008 during the election campaign. All the parties made an effort to publicly show their care and concern for what was happening in the east - I remember attending a SMER rally where it was announced that the evening's entertainment with several comedians had been cancelled to show respect for those who were suffering in Spiš region.

Direction-Social Democracy (SMER) - Bratislava, 2010

The text reads: "They stopped building the highway, they will do it again!" (the main highway from Bratislava to Košice), "Stop the SDKU-KDH-SMK coalition!", "Vote SMER - Social democracy". In the last week of the 2010 campaign SMER began using very blunt attack ads, warning voters that if they didn't vote for SMER they would be allowing the old SDKU-led coalition to form a new government.

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...

Unia-Party for Slovakia - Bratislava, 2010

The text reads: "Powerful connections for citizens". Some of the people pictured here are powerful business leaders, but I question how much they care about helping the average citizen...

Direction-Social Democracy (SMER) - Bratislava, 2010

The text reads: "Stable energy prices", "For people, for Slovakia". Since SMER are a populist party at heart, they intended to promise the public that they would protect them from the worst effects of the economic crisis. Given Slovakia's heavy reliance on imported Russian gas and oil supplies, this is a difficult thing to promise nowadays...

Christian Democratic Movement (KDH) - Bratislava, 2010

The text reads: "The way is more than the direction". This is a rather clever expression, since it implies that KDH and their slogan "We are the way" is better than their rival SMER (which means direction). The KDH phrase "We are the way" also has a religious connotation which connects well with their Christian conservative party values.

Party of the Democratic Left (SDĽ) - Bratislava, 2010

The text reads: "New SDĽ, a real certainty", "we aren't going to quit". SDĽ was a new party founded (in 2005) with the same name as an old Slovak political party from the 1990's which later merged with SMER. SDĽ had an incredible number of billboards in the 2010 campaign for such a small party, it's questionable where they got the financial backing for their advertising, especially considering their election result of 2.5%. At the time, rumours circulated that they were financed by supporters of SDKU who hoped that SDĽ could draw some votes away from their main rival, SMER.

New Democracy (ND) - Bratislava, 2010

The text reads: "New democracy, number 11 (on the ballot paper)", "Let's pass the country to our children in a better condition". Babies are always popular campaign advertising images, and other parties including KDH, SNS and SDKU used such pictures on their billboards for the 2010 elections.

Most-Híd - Bratislava, 2010

The text reads (in Slovak and Hungarian): "Party of cooperation", "More understanding". Most-Híd intended to act as a bridge between Slovaks and Hungarians and become a party of ethnic unity which both groups could vote for. They were reasonably successful, taking more than 8% of the vote and leaving the rival Hungarian Coalition Party without any seats in parliament.

Movement for a Democratic Slovakia (HZDS) - Bratislava, 2010

The text originally read: "Tell the truth", "Provide work", "Maintain order". HZDS billboards were popular targets for vandalism during the 2010 campaign, especially ones that featured pictures of leader Vladimír Mečiar. He has been effectively silenced this time...

New Democracy (ND) - Bratislava, 2010

The text reads: "New democracy", "Power of the regions". I think this is one of the nicest-looking campaign billboards, since it features colourful pictures of the main Slovak cities. In order from left to right they are: Bratislava, Trnava, Trenčín, Žilina, Nitra, Banská Bystrica, Košice and Prešov.

Unia-Party for Slovakia - Bratislava, 2010

The text reads: "We are replacing worn out politicians". Both party candidates have the usual superhuman look seen in Unia ads, as though they've just descended from heaven riding on a cloud...

Slovak Democratic and Christian Union (SDKU) - Bratislava, 2010

The text reads: "We are moving Slovakia forwards", "We can do it!". this was part of a series of SDKU billboards with this slogan and pictures of the main party candidates.

Freedom and Solidarity (SaS) - Bratislava, 2010

The text reads: "It's time for a change", "Circle us (on the ballot paper), on the 12th of June vote for SaS!". The design of this SaS billboard seems quite plain, especially compared to the cartoon superhero ads they would begin to use in the last week of the campaign.

Alliance for Europe of the Nations (AZEN) - Bratislava, 2010

The text reads: "We aren't promising, we are doing", "This is who to vote for!" AZEN have a rather grand name, Alliance for Europe of the Nations, yet they were one of the smallest fringe parties to run in the 2010 elections. Their total portion of the vote was 0.1%, likely the votes were from the candidates themselves and their friends and families - probably few if any votes came from people who actually saw this (rather comical) billboard...

Unia-Party for Slovakia - Bratislava, 2010

The text reads: "We are helping young families". The needs of young families, particularly with affordable housing in Bratislava, was a popular campaign theme for several of the parties. As in other Unia billboards of this style, Zuzana Martináková appears to be superhuman, certainly not from this planet...

Slovak Democratic and Christian Union (SDKU) - Bratislava, 2010

The text reads: "We are moving Slovakia forwards", "We can do it!". This billboard featuring Ivan Mikloš was part of a series of SDKU billboards with photos of the main candidates of SDKU and positive 'let's work together' slogans (party chairman Mikuláš Dzurinda was not featured on billboards due to his low personal popularity rating with voters).

Christian Democratic Movement (KDH) - Žiar nad Hronom, 2010

The text reads: "We are the way for the natural environment". Žiar nad Hronom is a grimy industrial town in central Slovakia, hence KDH's message of promoting environmental protection (mixed with their platform of Christian conservatism) would likely go down well there.

Unia-Party for Slovakia - Bratislava, 2010

The text reads: "We are replacing worn out politicians". Záhradník is trying a little too hard for a god-like image in this photo, he looks like he has supernatural powers...

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.

Unia-Party for Slovakia - Bratislava, 2010

The text reads: "We are boosting the knowledge economy". Unia encouraged the development of software and technology firms in Slovakia with tax breaks as a means of modernising and diversifying the economy.

Slovak Democratic and Christian Union (SDKU) - Bratislava, 2010

The text reads: "Slovakia, a better place to live in", "We can do it!". During the 2010 campaign Iveta Radičová accused SMER of using Czech-style attack ads that questioned the intelligence of SDKU voters. In response to SMER's attack ads she said that the SDKU would not stoop to such underhanded tactics and would continue to only use advertising which was respectful towards all voters.

Unia-Party for Slovakia - Bratislava, 2010

The text reads: "Mr. Sulík!" (Richard Sulík, leader of the Freedom and Solidarity party), "The internet is not reality" (meaning that many Slovaks are too poor to have the internet, while SaS ads were promising free broadband internet access for everyone), "Do you want to know what it's like to live on the minimum wage?", "Call 0915 063 430.", "Stop using marijuana!". Given that Unia was headed by wealthy business leaders, it seems rather hypocritical that they should present themselves as a party that cares about the interests of the poor. This ad was part of a series of Unia billboards which displayed sarcastic letters written to various Slovak political leaders.

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 Democratic and Christian Union (SDKU) - Bratislava, 2010

The text reads: "Moving Slovakia forwards", "We can do it!". This was part of a series of ads the SDKU used later in the 2010 campaign which focused on how Slovakia could be doing better (than under the SMER-led government at that time), without resorting to negative comments or attack ads about other parties.

Unia-Party for Slovakia - Bratislava, 2010

The text reads: "Women earn on average 13% less than men", "For the same work - The same salary", and at the bottom, "For equality".

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.

Unia-Party for Slovakia - Bratislava, 2010

The text reads: "Ms. Radičová!" (Iveta Radičová, then the newly-appointed leader of the SDKU, later to become Prime Minister), "For you 'transport' means go to the left?", "For problems with orientation, call 0915 063 400.", "And go away!". I suspect the meaning of this message is that Unia wishes to present Radičová and the SDKU as willing to move to the left politically on economic and social issues in order to attract voters, while Unia will remain firm in its right-wing economic values.

Paliho Kapurková-Cheerful Political Party - Spišská Nová Ves, 2010

The text reads: "Let's give politicians the middle finger!" Paliho Kapurková is a joke political party whose only purpose is to mock and satirise mainstream politics and politicians in Slovakia. The party received around 0.6% of the total vote in the 2010 parliamentary elections, mostly from voters in central and eastern regions who feel that Bratislava region unfairly dominates the country.

Most-Híd - Bratislava, 2010

The text reads: "Party of cooperation", "Clean up the courts!", "Justice without corruption". In the 2010 campaign the poorly-functioning justice system was a significant issue, with much discussion about corruption allegations surrounding former HZDS Justice Minister Štefan Harabin and his controversial appointment as chairman of the Supreme Court.

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.

Communist Party of Slovakia (KSS) - Bratislava, 2010

The text reads: "In the Czech Republic the Communist Party gets 13% of the vote", "We belong in the Slovak parliament too", "The Communists - Heart in the right place". After the 1993 separation of Czechoslovakia, the Communist party became a successful force in Czech politics, often placing third in parliamentary elections and playing the role of kingmaker in the formation of ruling coalition governments. In Slovakia, the Communist Party receives about one percent of the vote and has no significant influence in politics, since parties such as the SNS take most of their potential voter base. There are no extremist left or right parties in the Czech Republic other than the Communists (who are not really hardline Communists) so they take most of the protest votes of disaffected voters.

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).

Unia-Party for Slovakia - Bratislava, 2010

The text reads: "Mr. Mikloš! (former Finance Minister and SDKU member Ivan Mikloš), "We know how to manage the economy without privatising strategic businesses. If you would like to know more about this, call 0915 063 440. And go away!". This was part of a series of billboards by Unia which depicted sarcastic letters sent to major Slovak political figures.

Party of the Democratic Left (SDĽ) - Bratislava, 2010

The text reads: "By the time I am old enough to vote, it will already be too late", "Five years from now half the population will suffer from allergies" "Green party on the SDĽ candidate list". The Green Party is not a major factor in Slovak politics (yet), and in the 2010 elections they had a number of candidates which ran on the SDĽ party list. Their concern about allergies as the main environmental problem in Slovakia seems quite odd, since most European Green parties focus on bigger issues like closing nuclear reactors or curbing air and water pollution. Perhaps they decided that allergies were something that the average voter could relate to more easily than deforestation or carbon footprints.