Abstract

Political advertising in the 2009 European and 2010 regional elections in Italy was not seen as a novelty. This is evident from the continuation of old habits such as: repetition of the Lega Nord's old slogans, Partito Democratico's (PD) campaigns similar to those of mass market products and the absence of Popolo delle Libertà's (PdL) TV commercials. The only campaign with some elements of originality was that of the Unione di Centro (UDC). Thanks to the use of some new iconical-verbal forms, this party has been able to re-gain a positioning after the divorce from the Center-Right parties that were its historical allies. The most used medium to present this change has been outdoor advertising.