Golubchuk V. Features image formation of a political leader in modern Ukraine.

The research reveals the theoretical and methodological bases of research political image, analyzes the main approaches to defining political image, determined the structure and typology of political image. Differing concepts such as political marketing, selective marketing and fashion marketing. We give the author's definition of " іmage marketing". It turns out that in modern Ukraine is a tough competition between the use of two different mechanisms for forming the image of political leaders, marketing (competition, election) and bureaucratic (nomenclature). Argued that among the distinguished political technologies - image technology. We found that PR and advertising is a marketing tool forming the image of a political leader opposed to agitation and propaganda. Provision sociocultural factors forming the image of a political leader in modern Ukraine. Substantiates a significant influence on the formation of the image of the political leader of the Ukrainian Cultural Society, also features of national character and mentality of the Ukrainian people. Argued that the conditions for the involvement of both sexes in political activity in Ukraine, will more effectively to public policy.