Negative Political Advertising: Parliamentary Election 2007 Campaign TV Spots

Patrycja Dudek

English version of the article

This article presents the results of empirical research on TV political advertising in Polish parliamentary elections in 2007. The research was carried out in order to verify a hypothesis regarding the new trend of negative political advertising and a general brutalisation of election campaigns. The author discusses a variety of practical issues surrounding the functioning of the election advertising apparatus. She attempts to answer the question whether it is presently possible not to get involved in black PR and still have a chance to win in the elections. The author also debates whether the phenomenon of negative advertising is spontaneous or deliberately thought out activity based on long term strategy of action and alliances between different politicians. The analysis attempts to delineate the characteristics common to negative advertising.

KEYWORDS

election campaign, political advertising, election advertising, TV spot, negative advertising