Reklama wyborcza w regionalnej prasie łódzkiej w perspektywie kampanii parlamentarnej 2015 roku
Election campaign advertising in regional press in Łódź in the case of the Parliamentary elections of 2015

Author(s): Rafał Leśniczak
Subject(s): Media studies, Communication studies, Theory of Communication
Published by: Wydawnictwo Uniwersytetu Śląskiego
Keywords: electoral advertising; regional press in Łódź; parliamentary campaign; political communication; political argumentation
Summary/Abstract: The article aims at showcasing the ways in which the representatives of Polish political parties taking part in the 2015 parliamentary election utilized press advertising in crafting their political message. The research material consists of two foremost regional newspapers in the Łódź region: “Łódź Daily” (“DziennikŁódzki”) and “Illustrated Express” (“Express Ilustrowany”). The author attempts to classify the typology of advertising used by the candidates (positive/negative advertising) as well as the types of political argument used (informational; image; loyalty; persuasive; activating arguments). Moreover; the article attempts to answer the question regarding the changes in the role of the press as a medium of political electoral advertising in the second decade of the 21st century.

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