Mashevska A. Political advertising as a factor of the formation of political communication system in democratic transit conditions.

The object is political communication as a factor of information security of modern society. The aim is to revealing the significance of political advertising as a factor in the formation of political communication of transition countries. The methods are structural-functional, institutional, comparative. The thesis investigates political advertising as a basic factor in the formation of a coherent structure of the system of political communication. It is proved that the typology of political advertising account for compliance with political and advertising messages and campaigns such requirements as the clarity of messages (messages for various), limiting its scope, targeting and compliance with specific political situation. On the basis of the political experience of the transitive countries of Central and Eastern Europe as well as the features of modern Ukraine peculiarities of creativity and effectiveness of political advertising ivestigated. Attention payed to the promising means of disseminating political advertising in the Internet. Emiprycal data analyzed on the specifics of political advertising as a special type of political activity in conditions of democratization. Established that the basis for developing political communication system of Ukraine are used within political and social attitudes of promotional strategies in specific electoral areas.Application spheres are political advertising, training courses.