Wizerunek kandydata na prezydenta – polityczna poprawność kontra marketingowe wyzwania. Analiza wizerunku D. Tuska i L. Kaczyńskiego na podstawie kampanii prezydenckiej w Polsce w 2005 roku

The article concentrates on how are methods of political marketing used in contemporary election campaigns. Presidential campaigns are very personal and that is why images of candidates are treated in a special way. Creation of a politicians’ picture consist in professional cooperation of politician, his surrounding and advisers. It also consists in searching for compromise between politician’s natural characteristics and expectations of his potential voters. In each Polish election since 1989 more and more methods of political marketing have been used. Presidential election 2005 was a very special one. Candidates that fought in the second round had had similar biographies and offers. Unusually long campaign made candidates tired of essential matters and it forced them to use methods of negative campaign. Presidential campaign, despite of methods of modern political marketing that were used, was very similar to those from the past. Inessential, historical matters supported myths and stereotypes.