Reklama negatywna i wizerunkowa w odbiorze polskiego elektoratu
Journal Title: Political Preferences - Year 2015, Vol 2015, Issue 10
Abstract
Growing professionalization and personalization of electoral campaigns have prompted political parties to concentrate on political image and negative campaigning. This tendency is mainly noticeable in TV advertisements. Presented article consists of two parts. The first one discusses the role of negative and image ads. The other part includes the results of research conducted by the author. The analysis shows that the vast majority of Polish electorate does not approve using of negative and image advertising. It can denote that voters are exhausted of permanent mutual attacks of two major Polish parties (Civic Platform, Law and Justice) and expect more issue-oriented politics.
Authors and Affiliations
Agata Olszanecka-Marmola
Keywords
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- DOI 10.6084/m9.figshare.2059452
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