From party representative to dominant element of a party brand image - review of strategic personalisation types in polish parliamentary election campaigns

The article presents a study of leaders’ role in presenting a party image (strategic personalisation) based on a quantitative and qualitative contents analysis of audiovisual advertising in the Polish parliamentary elections in the period of 1993 to 2015. It focuses on the degree of the leader’s exposure in advertising and the importance of the leader in comparison to other elements of these campaigns. It proposes a typology of strategic personalisation types, discusses their causes and characteristics and shows how they lead to changes in the party system