Wizerunek polityczny Andrzeja Dudy w prezydenckiej kampanii wyborczej Prawa i Sprawiedliwości w 2015 roku

Abstract: The political image of Andrzej Duda in the presidential election campaign of Law and Justice in 2015 Since 2005, in Poland we are progressive and coexisting two key processes for development and evaluation of political campaigns. The first is the americanization of the campaigns, and other activities professionalization staffs. It seems that without the use of techniques characterized for political marketing would not be possible for the second time in Poland after 1989 change after the first term of office of the President. First departure Polish policy of Donald Tusk and the choice of an unknown politician - Andrzej Duda on the President, in fact, a political era ends and exhausts ruling so far Civic Platform effective strategy to scare of Jarosław Kaczyński. Secondly, the results of these elections mean consent youngest voters “change” on “anti‑system slogans” and finally as it seems, this means the announcement of acceptance for the appearance of a new political force in Poland.Key words: americanization of the campaigns, techniques of political marketing, new political force, consent youngest voters “change”, “anti‑system slogans”