• Register
  • Login
    • flaga  English flaga  Język Polski
    Published: 2020-02-181
    Vol. 2 No. 15 (2019)

    Outdoor Advertising as a Tool of Political Communication in Local Government Elections in Poland

    Małgorzata Łosiewicz , Anna Ryłko-Kurpiewska
    Media - Culture - Social Communication
    Section: Articles
    https://doi.org/10.31648/mkks.5128

    Abstract

    In the literature on the subject, occasional reflections on the use of outdoor advertising in political activities can be found. Hence, this paper, being a contribution to wider research, aims at presenting the various aspects of employment of such measures in local government elections and the related trends. Significantly, it turns out that in political campaigns, outdoor advertising is ever more frequently regarded as one of the leading (and not supplementary, as was the case before) forms of candidate promotion (Nowacki 2006: 119). It is also rather telling that the type of advertising best suits the recipients as far as providing information about politicians is concerned, which results from the specificity of the medium itself and the public’s growing interest
    in it. The value of outdoor advertising also seems to stem from its embedding in the local environment, making candidates become people that are “known by sight.” This helps personalise the message and provides reliable grounds for the functioning of relevant slogans.

    Keywords:

    political advertising, local government elections, slogan, outdoor, outdoor advertising

    Download files

    Citation rules

    Łosiewicz, M., & Ryłko-Kurpiewska, A. (2020). Outdoor Advertising as a Tool of Political Communication in Local Government Elections in Poland. Media - Culture - Social Communication, 2(15), 11–23. https://doi.org/10.31648/mkks.5128

    Cited by / Share

    Crossref
    Scopus
    Google Scholar
    Europe PMC

    This website uses cookies for proper operation, in order to use the portal fully you must accept cookies.