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The aim of this paper is to examine the Poster HOPE of Barack Obama’s election campaign in the light of Relevance Theory (Sperber & Wilson 1986, 1995, 1998, 2002; Wilson & Sperber 2002; Sperber &Wilson 2012) considered a helpful methodology in order to study the transference of multimodal communicative messages. The poster HOPE merges a set of graphic and symbolic components together with the text so that it makes up an electoral speech. We count on the contributions of other disciplines that describe, and interpret the poster in a relevant way. We then compare it with other cultural echo-representations of electoral products and negative political propaganda, as replicas of the original.

Variaciones pragmáticas del discurso electoral: El caso del “HOPE” de Barack Obama