The article considers the use of visual campaign materials in the form of posters and leaflets, which were created and distributed among the population for the purpose of agitating and propaganda of war loans in the Russian Empire during the First World War. The attention was drawn to the fact that printed products and periodical press were the primary means of propagandist impact, because cinema and radio have not yet become widespread. However, the production of posters and leaflets was one of the most efficient way to influence the addressee directly and comprehensively, since there were used verbal and non-verbal elements, which constitute unified visual, content, structural and functional integrity. Attention is focused on the fact, that the practice of using propaganda posters was widely used not only in the Russian Empire, but also among other countries participating in the Great War (France, Germany, Austria-Hungary and others), which also conducted issuance of domestic government loan bonds in their countries. The analysis of images and inscription on the posters concerning war loans subject showed, that they had purely propagandistic character and campaign direction. Famous artists were involved in the development of propaganda posters. Most poster authors’ chose a realistic or nationally romantic style to enhance the effect of visualizing the problem. The author had reached the conclusion that the use of poster art by the government of the Russian Empire and Provisional Government during promotional actions of domestic loan bonds issue, which were aimed at solving the problem of attracting financial resources for the First World War participation was extremely relevant and effective. Since the establishment of visual communication with potential buyers of these bonds by distribution of thematic posters and leaflets made it possible to carry out effective campaigning and propaganda in order to form public opinion and public actions in the interests of the government

First World War, Russian Empire, propaganda, campaign, war loan, bond, posters and leaflets