The master's thesis addresses political communication and electoral campaign, and analyzes the communication of political parties with the electoral body. In the first part, theoretically defines political communication and an electoral campaign with an emphasis on political marketing or professional election campaigns. The concept of political marketing has spread to us from the USA and is based on the analysis of the social climate and the collection of techniques through which the author wants to create an "ideal" candidate in the elections. The election or persuasion of the electorate depends to a large extent on the successful political communication that forms the basis of each electoral campaign. The second part presents a critical analysis of the discourse of pre-election confrontations and electoral posters. This is done on a selected sample, covering five broadcasts of pre-election confrontations and four electoral posters with so called "refugee" theme. It is evident from the analysis that political actors used semiotic and lexical choices in order to present migrants as a threat. The threat has been presented in a number of different ways, namely by linking migrants with criminal activities, as a cultural threat, as an economic burden and as a cause of political instability. The key was to note that political actors with a "skillful" use of the political language wanted to convince the voters that they were at risk and thus spread intolerance and inequality.
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