Friedrich, Marek2015-07-012015-07-012015Agnieszka Pawłowska, Polityka i Społeczeństwo nr 1(13)/2015, s. 92-1031732-9639http://repozytorium.ur.edu.pl/handle/item/1053Negative television political advertising has become an instrument commonly found in election campaigns in most democratic countries around the world. This article is intended to show the functioning of this element of political marketing, focusing in particular on its presence on Polish soil. This article indicates the genesis of negative televi-sion political advertising, its nature, significance, and provides an analysis that included sample ads by the campaign staffs of Law and Justice, Civic Platform and Democratic Left Alliance, which were broadcast during the election campaign before the election to the European Parliament in 2009.polUznanie autorstwa-Użycie niekomercyjne-Bez utworów zależnych 3.0 Polskahttp://creativecommons.org/licenses/by-nc-nd/3.0/pl/political marketingnegative campaignpolitical advertisingelection 2009European ParliamentLaw and JusticeCivic PlatformDemocratic Left Alliancearticle10.15584/polispol.2015.1.8