Językowe i pozajęzykowe komponenty marki politycznej

Abstract

The article is concerned with creation of a political brand. The author points out that a political offer given by an unknown brand has little chance of being chosen by “political consumers”. The author analyzes three major associated issues: names of parties (names herald offers given by a party), slogans of parties (a slogan is a verbal showpiece of political program and views, as well as a specific political promise) and logos (a logo makes use of the power of colours, shapes and symbols; it constitutes a persuasive visual message). All of the discussed issues highlight the methods used to position particular parties on the political arena.