Analysis of Presidential Election in Poland from the Electoral Marketing Perspective

The last presidential campaign has shown relatively high degree of electoral marketing. More then ever 'person-oriented' elections have given the political actors opportunity to use wide range of marketing techniques. Campaign 2000 was much more professional then the previous ones. It became obvious that the marketing in politics cannot be avoided. There is a chance that in a long-lasting and probably costly process (in terms of psychological costs) the new regulations will be worked out; the regulations and rules, which will force the politicians to raise their qualities to a standard level both in professional and moral dimension. Polish society in turn will learn how to react to any wrongdoings of the political elites. When these conditions are fulfilled, the political marketing will be more an instrument to increase interests of the society in politics and will reduce the smoke protection in order to fool the electorate.