“Promise, large promise, is the soul of an advertisement” Samuel Johnson has said (online source 2). Advertising is one of the most widespread elements in our everyday life. Practically in all spheres of life we encounter the advertisement in one or another of its innumerable forms. The idea of advertising is always topical, since it influences not only our economic life, but also the way we think.
Advertising is a vast topic therefore only one of its branches is described more detailed in this report, that is, political advertisement. Even though it is a type of advertising, it always has been treated separately. Also, it should be noted that political advertisement is the most widely distributed type of advertisements in the pre-election period. This happens due to the fact that politicians are trying to reach voters by any means - through the media, by personal communication, with the help of spam mail and many other ways and means. The aim of the political advertising varies when we speak about the power of a particular party – smaller political forces use advertisement to inform the public about their existence, while larger parties use advertising in order to persuade the voter to vote for their candidate or the party itself.
Thus, the most important issue in connection with political advertisement emerges – whether or not it can influence the audience and the voter's attitude and actions in the elections? Judging by the outcomes of the elections, one can state that advertising techniques and advertisements themselves are the major ways in which people’s attitudes and opinions are created. Advertising makes the society see the particular political force in one or another way, depending on the nature of the advertisement. This happens not only due to advertising strategies, but also on account of their specifics of vocabulary, syntax and graphical image, which contribute to the visual and audial perception of the audience.…
