The Normative and Commercial Models of Political Advertising in the U.S. and Poland

Tomasz Płudowski

English version of the article

This paper is a comparative content analysis of televised political advertising in Poland and the U.S. The objectives of the study include: 1) establishing how advertising meets the informational needs of American voters (inclusion and degree of discussion of issues), 2) verifying the degree of Americanization of Polish televised political advertising. To those ends, a multivariate statistical analysis was performed (factor analysis, analysis of variance, and correlation analysis). In order to capture multifactor relationships, the author constructed two models of advertising. The first one, which he calls the traditional or normative model, refers to non-controversi rational vote by well-informed citizens. The second model, named commercial, is based on practical guidelines of American political consultants. This study carries out a comparison of the use of both models in Poland and the U.S.

KEYWORDS

political advertising, telewision, media, persuasive communication, political communication, the USA, Poland