MARKETYZACJA W WERSJI SOFT. EWOLUCJA AUDIOWIZUALNEJ REKLAMY POLITYCZNEJ W POLSKICH KAMPANIACH PARLAMENTARNYCH 2005–2019
SOFT MARKETING. EVOLUTION OF AUDIOVISUAL POLITICAL ADVERTISING IN POLISH PARLIAMENTARY CAMPAIGNS 2005–2019

Summary/Abstract: The article discusses the problem of the evolution of audiovisual political advertising in Polish parliamentary campaigns in the years 2005–2019, taking a closer look at the presentation of programmatic issues, centralized personaliza- tion, and the rhetorical functions of spots. The content analysis of the election spots results in a fairly unchanged marketing standard of elec- tion offers, appropriate for all parties (regardless of their size), expressing an attempt to combine sensitivity to important voters’ needs with an extensive symbolic layer, emotionally engaging for image purposes. In most spots, the emphasis on psychological and social benefits at the expense of functional (economic) benefits pre- vails. The change in campaigns concerns only the increase in the importance of appeals attacking political opponents. However, their role remains secondary, regardless of the party’s position on the political market.

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