"Election campaigns can be seen as phases of condensed political communication, because in them the parties' positional battles come to a head for a very specific, relatively short period of time, and topics and people are focused on. A central function of election campaign communication and political communication as a whole is persuasion, i.e., the attempt to influence the opinions and attitudes of the addressees in order to ultimately obtain as many votes as possible for one's own party. In doing so, the actors concentrate on concise, short slogans or catchwords in order to convince voters of their own position and to mobilize their own supporters, for which specific linguistic strategies are used. These linguistic strategies are used in various types of election campaign texts and speeches. The election program plays a central role, because all other campaign texts and speech genres can be traced back to this text. Election programs, however, are sometimes regarded as classic lead deserts. They are not only long, but also linguistically complex - peppered with foreign and technical words, for example. That's why there are posters, flyers, short programs and those in plain language to reach the broad electorate and specific recipients."

Hanna Poloschek, Christine Riess & David Römer look at "Election campaign language: the Greens and FDP". The language blog on these and other contributions can be found here.