Even though right-wing populist parties have grown to become considerably relevant electoral forces in Western Europe, hardly anything is known about their political advertising strategies. This study is the first to address the political content prominent in right-wing populist poster advertising of the Austrian FPÖ from a longitudinal perspective. Results reveal that the construction of inclusionary elements is a relevant advertising strategy for the Freedom Party, whilst issues of migration and crime are of minor relevance but growing in importance since the turn of the century.