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The issue of financing political campaigns has been a topic of discussion for a while, especially against the background of the ongoing deliberations within the EU surrounding the adoption of the draft Political Advertisement Act (PAA). The recently concluded Polish parliamentary campaign and the assistance offered by State Owned Companies, along with the weak level of oversight on these actions, have highlighted certain shortcomings in the proposed framework that remain unaddressed in the current EU draft legislation. In particular, I argue that the PAA does not adequately regulate the methods and extent of financing for political campaigns such as microtargeting and mistakenly assumes the independence of regulatory bodies tasked with enforcing its requirements. An independent institutional system warranted by the European Commission to enforce the proposed rules is pivotal for PAA to achieve its goals.

Relationships between broadcast advertising exposure & various cognitive & affective orientations were assessed in interviews of Mich voters during the final stages of a 1974 US House of Representatives campaign. In a random telephone sample, 323 voters were questioned for 15 minutes about 3 types of exposure variables: predictor variables, criterion variables, & 3rd variables. The relationship of the exposure in 5 areas was assessed: knowledge of the candidates & issues, issue agenda priorities, interest in the campaign, liking for the candidate, & polarized affect towards candidates. Analysis included determinations of bivariate associate, partial correlations, & conditional relationships. The conditional relationships between the 5 variables were analyzed for subgroup response in 3 areas: initial familiarity to the campaign, exposure to other sources, & motivation for advertising exposure. Exposure was moderately correlated with political knowledge & interest. Highly exposed voters were somewhat more likely to attach higher agenda priorities to issues & candidate attributes emphasized in the commercials. Personal affect toward each candidate was mildly associated with advertising exposure f. 4 Tables. Modified HA.

Political advertising is a form of aesthetic and political communication; it is encountered in election, addressed to electoral groups and aimed at electoral behavior perception management. Aesthetic and political communication has a lot of characteristics of political communication in general, that in its turn is a kind of public communication. Advertising nails down certain emotions in the person's memory, which hereafter will determine his (her) behavior. Achieving of an objective is made by aesthetic images creation and advancement that facilitates aesthetic judgment of objective world, increases beauty sensitivity, uprears and develops cultural perception, the sense of taste. In the course of it, the didactic orientation of political advertising emerges. In a general sense, political advertising aesthetics is the aesthetics of personal behavior management technologies in social setting, the aesthetic of personal influence. Political events infer aesthetic expressiveness and legalization in response to mass media, publicity, popular art, word-picture and image. Internal action of political and aesthetic aspects turns the individual into spectator and recipient.

Political advertising is a form of aesthetic and political communication; it is encountered in election, addressed to electoral groups and aimed at electoral behavior perception management. Aesthetic and political communication has a lot of characteristics of political communication in general, that in its turn is a kind of public communication. Advertising nails down certain emotions in the person's memory, which hereafter will determine his (her) behavior. Achieving of an objective is made by aesthetic images creation and advancement that facilitates aesthetic judgment of objective world, increases beauty sensitivity, uprears and develops cultural perception, the sense of taste. In the course of it, the didactic orientation of political advertising emerges. In a general sense, political advertising aesthetics is the aesthetics of personal behavior management technologies in social setting, the aesthetic of personal influence. Political events infer aesthetic expressiveness and legalization in response to mass media, publicity, popular art, word-picture and image. Internal action of political and aesthetic aspects turns the individual into spectator and recipient.