Election campaign costs soar as politicians court western-style branding

This year's parliamentary election campaign will reap huge profits for TV companies, print companies and owners of billboards. Political parties' combined campaign costs are estimated to reach at least zl. 40 million. According to experts' estimates, despite parties' declarations that campaign costs are being handled very economically, this year's parliamentary election will be much more expensive than it was 4 years ago. Polish politicians are now taking their cue from their western counterparts. Politicians are becoming goods for public consumption and the parties' logos - their trademarks. Effective promotion of a new brand during a campaign lasting several weeks can cost from five million up to several million zlotys. Parties which already enjoy a strong support base are in the most advantageous position, only having to increase the so-called 'recognition of a brand'. Right wing parties - which are constantly forming and dissolving alliances - are in a much worse situation and will have to spend a few million dollars on promoting new brands and new images of their politicians. (Prawo I Gospodarka, p.1) K.K.