Granadzer A. Political advertisement as the method of development of communicative discourse.

The theoretical possibilities of studying political advertisement as the element of the system of social communication at different levels of sociological knowledge have been discovered and thoroughly analyzed in the dissertation. The specifics of it functioning has been explained and compared with the technologies of manipulating influence on the voters. The advantages and deficiencies of the different types of advertisement, communicative transference channels of advertising messages have been investigated. The basic tendencies of use the verbal structure components of printed political advertising messages have been examined. The possibilities of determining the effectiveness of political advertising communications and political advertising campaigns have been analyzed. The basic types of the calculations of the effectiveness of election campaigns have been revealed. The integral approaches to the determination of effectiveness in the political advertising communicative processes have been based andoutlined.