ABSTRACT
The main political actors needed about one decade to enter a new phase of campaign professionalization. In general, the style and climate of Polish spots were close to American patterns, and Americanization is a visible feature of Polish campaigns. Analysis of the development of electoral campaigns and political advertising in democratic Poland perfectly parallels the three phases of the evolution of the US campaign environment–the newspaper age, the television age and the digital age. The role of television is further corroborated by the amount of money that candidates spent on video spots in both campaigns. Some critical and empirical research dedicated to the campaigns after 2011 supports the view that it was a period of domination of televised ads. Poland has come a long way from an unprofessional to professional political advertising market. Electoral campaigns with audiovisual advertisements underwent a deep evolution in three phases after the collapse of communism.
