Audiovisual political advertising in communication strategies of Polish political parties: The case of the parliamentary campaign in 2011

The article presents the results of empirical research on the use of audiovisual advertising by Polish political parties in election campaigns (both on television and distributed on the Internet). The goal is to show the current trends and most often used means of persuasion during the condensed construction, political information-persuasion message, which is the election advertisement. The commercials were analysed of political parties distributed in the period of the parliamentary election campaign in 2011. The results of the analysis were compared with the results of previous research in this matter, which exhibited certain tendencies in the communication strategies of the Polish political parties.