ESSENCE AND CHARACTERISTICS OF POLITICAL ADVERTISING

Political advertising is a kind of political activity according to the active relation to the world, actions on realization of private or group social interests which are carried out as system of methods of psychological influence on mass audiences by means of the specialised organisations for the purpose of changing people’s behaviour to the side necessary for achieving advertiser’s political aims. Political advertising uses both rational, and emotional ways of influence on an audience, guided both on realized, and on not realized reactions of recipients. During the current election campaign, are increasingly used special tools to achieve a particularly important political goal. These include not only all kinds of rumors and dirt on a competitor, but also a manipulative technology in political communication. Special role these technologies play in political advertising. [1, 182] Division of advertising communications into kinds occurred in the 20th century and originally all technologies, whether it was advertising, propagation, public relations developed together. This circumstance grants the right to speak about advertising meaning all kinds of communications. At that time the world represente