ІЛЮЗОРНІ АСПЕКТИ ІМІДЖУ В ПОЛІТИЧНІЙ РЕКЛАМІ

Abstract

Political advertising is seen as a multifunctional activity that is part of the sphere of public relations and relations. It is noted that advertising messages form the public consciousness selectively by updating certain structural components: priorities, preferences, opinions, orientations, and goals. In turn, the image can be understood as an integral part of modern political advertising. The image of the object of political advertising is considered as a three-level system that combines: the properties of the object itself; characteristic features of his environment (competitors); capabilities and abilities of the consumer's personality. The image is formed through purposeful efforts in order to create a positive attitude of the consumer of political advertising to the content of the advertising message. It is noted that the high regulatory force (potential) of the image is due to such a characteristic feature as the reality of illusory space. The role of the illusory world is great, its psychological comfort and attractiveness in comparison with the real include the following factors: illusory is not possible to check-in principle; the illusory world is harmonious, integral, not contradictory, and this gives impetus to positive relationships; it has a different hierarchy, which is perceived by the person as one that is controlled by him; the illusion is always benevolently directed at a person; illusory frees from the torments of choice and responsibility - a person behaves like heroes of advertising. That is why advertising composes the mythical illusory reality. Illusion is defined as a false inadequate perception, when it is replaced by real, real, and full-fledged fiction, fiction, likeness, and proforma as a schematic model or description of certain external qualities of real objects, ignoring or denying the essential and significant qualities. Today, the illusion is a necessary component of a successful political image, the essence of which lies in the inconsistency of the public image of reality. That is, the form and content do not match. The perception of an illusory political image is ensured by the appropriate implementation of the basic parameters of media planning. That is, it is necessary to establish contact with the maximum number of the target audience in a short period of time, using the maximum number of methods of contact. Quite a lot of attention is paid to the classification of the target audience when choosing the means of imposing illusory properties, but this is mainly due to sociodemographic characteristics.