Cultural Context of the Perceptual Fit of Political Parties' Campaign: A Polish Case (original) (raw)
It is obvious that making the correct choice of a campaign slogan is extremely important for building a coherent image of a political party. However, such efforts are not always successful. The paper, using examples from Polish election campaigns, describes the marketing consequences when the campaign slogan does not fit the party’s image. In addition, it discusses how elements of culture influence the specificity of such campaign messages. Experimental research was conducted in order to analyze the fit between campaign slogans and the image of Polish political parties which allowed us to describe the perception of political parties on the basis of the slogans appearing in their subsequent political campaigns. The results of the research show that parties often promote themselves using slogans that poorly reflect the image they seek. Also many slogans better reflect the character of other parties than those that use these slogans to promote themselves. Practical implications resulting from the research clearly suggest that slogan fitness should be studied using the repositioning method making a given slogan closer to the party that it promotes and its voter segment and, at the same time, distinguishing it from other competing parties.
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