Shovkun I. Political Advertisement as Communicative Process.

From the scientific point of view in the thesis are investigated the structure, function, typological forms of political advertisement, its integrative role in the system of mass political communication. Is proved, that in political advertising in the concentrated form it appears an ideological platform of this or that political forces, which assists to the penetration of representations into public consciousness about their character and aims, to the formation of precise electoral installations. Such penetration occurs as at the level of rational either emotional means of action directed to an audience, influencing on realized and not realized reactions of the individuals. The points of view on political advertisement as the part communicative complex of political marketing are exposed. The classification of image of political actors is suggesting.