“Welcome back hero” is one of the slogans mass produced in English by Akbar Hashemi Rafsanjani's presidential campaign machine. Others include “No more talk” and “Just Work”. The use of English for advertising (including HASHEMI stickers in bold letters) is a new phenomenon in Iran. This strategy is aimed at attracting votes among the country's sophisticated young generation, especially in Tehran. Not only are most voters in the country under the age of 30, but a significant portion are connected (and attracted) to the English-speaking world through the Internet and satellite TV.
Photographs by Ali Shirkhodaie & Negar