Sfera publiczna i marketing polityczny - język reklamy politycznej jako kryterium jakości dyskursu politycznego

A characteristic feature of democracy is the existence of space for free exchange of views. The public sphere as an area of political discourse and exchange of views is an indispensable element of the democracy functioning . In this context, the question about the quality of political discourse in the Polish public space is the key of importance. The quality of political communication is undoubtedly a key which determinates the quality of the election campaign. In the article, a comparative analysis of political advertising in 2005 and 2007 of PiS and PO parties from the perspective of the content of the message was carried out. The results of this analysis show that the campaigns conducted by these parties on the level of political discourse should be classified as negative. The contents conveyed to the public contributed to antagonizing both electorates. However, the content in the spots and in election programs were very poor.