Reklama negatywna w polskich kampaniach wyborczych 2015 roku
Negative advertising in the 2015 Polish election campaigns
Author(s): Dorota PiontekSubject(s): Electoral systems, Politics and communication, Politics and society, Marketing / Advertising
Published by: Uniwersytet Adama Mickiewicza
Keywords: negative advertising; the 2015 elections in Poland; electoral advertising spots;
Summary/Abstract: Negative advertising in the 2015 Polish election campaigns. Political advertising is among the basic tools employed by electoral campaigns. One variation, namely negative advertising, attracts exceptional interest. The paper presents the reasons for resorting to negative advertising and the results of the analysis of advertising messages employed by the electoral committees of Andrzej Duda and Law and Justice (PiS) in the 2015 presidential and parliamentary election campaigns, respectively. The victorious electoral teams’ advertising was examined in order to determine the share of negative advertising in their advertising campaigns. The qualitative analysis is based on the advertising spots published by the electoral committees of Andrzej Duda and Law and Justice on their official YouTube channels.
Journal: Środkowoeuropejskie Studia Polityczne
- Issue Year: 2017
- Issue No: 1
- Page Range: 71-84
- Page Count: 14
- Language: Polish