Political Advertising as a Factor of Socialization in Modern Society
Abstract
Research methodology. The basis method of research is the content analysis of advertising and PR messages. This allowed us to identify the main models of socialization offered to the target audience in modern political advertising. Analysis, synthesis and generalization have helped in achieving the goal of the study, in the formulation of conclusions and prospects for further research in this direction.
Results. The article deals with the definition of the features of modern political advertising as a factor of socialization.
Novelty. The article specifies the specifics of creating the content of political advertising. It is the active use of imperative appeals, as well as popularization of patterns of behavior of the target audience. The creation of the content of political advertising takes place through the use of communication technologies. Their peculiarities are the actualization of the immediate tasks, the essence of which is to win elections. It is also the active use of emotional motives, in particular, the motive of fear. In this case, the worst scenario of the future is demonstrated for the target audience. As an antithesis, a more positive scenario is demonstrated, which can be implemented only if the party-advertiser wins in elections. The significance of the influence of political advertising on the formation of a sense of satisfaction among the target audience is substantiated. This happens by visualizing political ideas and demonstrating the image of the desired future. It is determined that the peculiarities of modern political advertising as a factor of socialization is the growth of knowledge of the target audience about politicians and political parties, as well as the demonstration of socially approved patterns of behavior. These features affect the political socialization of the individual.
The practical significance. The results of the research can be used to develop the content of political advertising by public organizations and political parties.
Key words: advertising communications, behavior patterns, political advertising, political socialization.
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