Likarсhuk N. Formation of image of a political leader in the process of election campaign.

The thesis is dedicated to investigation of formation of image of a political leader in the process of election campaign. In the paper the essence of formation of image of a political leader both in developed democratic states and in contemporary Ukraine is expounded. In the thesis the essence of image of a political leader is exposed, it is mentioned that image of a politician is formed on the basis of characteristics really inherent in this personality, but the characteristics "prepared" by specialists (image makers) accordingly. It is they who allow the leader to perform his functions, including ones connected with convincing the population of correctness of the chosen decision. It is stated that creation of image of a politician goes through a series of definite stages each of which has its own methods of fulfillment. Construction of image of a political leader has its own strategy and tactics. It is within the bounds of strategy that image of candidate, tactics and plan of election campaign arerealized In the paper it is mentioned that creation of image of a politician within the framework of election campaign is of technological character, the question is about the methods of preparation, organization and introduction of image. Political marketing, political management, PR, political advertising and propaganda are used as technologies of creation of image of a politician. The peculiarities of formation of image of a political leader during election campaigns in Ukraine are expounded. On the basis of the experience of running of political campaigns it is shown which exactly election technologies were applied for creation of image of a political leader.