Die Wahlkampfsprache der SPD: Ein Balanceakt.

This article analyses the language of the SPD’s 2025 election campaign by first highlighting text clusters and intertextual relations in election campaigns. Special attention will be given to physical objects that become carriers of party political advertising. In a second step, the analysis focuses on recurrent lexical patterns in the party’s election programme. In a third step, the article takes a closer look at the election posters, highlighting the party’s use of personalised content, which constitutes a new phenomenon in the 2025 campaign. Finally, the party’s communicative strategies will be discussed in the light of the requirement to find a balance; between continuity and change, individuum and collective, as well as saying and not saying.