Miłosz Babecki, Commercial symbolism and political media products in the campaign “not for idiots”
Key words:
electoral marketing, advertising strategy, ambient media
Summary:
Election campaign before joined parliamentarian and presidential elections from the year 2005 is claimed to be unique statement. Exceptionality means that running campaigns were based on completely new instruments for political sphere. At that time it could be taken as an ambient method used to create not only a politician`s image or party, but most of all ideas and promises – prognostic for the future, certainly full of success. New conception, new look, new strategy convinced electors and political scientists to perceive two different till that moment spheres: policy and advertising one. However it was like blessing for electoral score, brought something more than victory. A person who seemed to be the most important for electors – politician, in theory respectable and trustworthy, changed into “product” – simple brand. In the same way, in a metaphorical sense, voters transformed into buyers. Instead to elect, they started “to buy” products.