Політична реклама в Україні: аналіз актуальних технологій
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Дата
2020
Науковий керівник
Укладач
Редактор
Назва журналу
ISSN
E-ISSN
Назва тому
Видавець
Одеський національний університет імені І. І. Мечникова
Анотація
Стаття присвячена аналізу
актуальних технологій політичної реклами
України. Представлений процес
інструменталізації політичної реклами та
перетворення її в самостійну технологію
конструювання політичного процесу та
простору. Автор акцентує увагу на впливі
сучасних рекламних технологій на
електоральний простір в Україні.
The article is devoted to the analysis of relevant technologies of political advertising in Ukraine. The formation of a new political system has led to a significant quantitative increase of political advertising which is due to the mastering of a growing number of communication channels and the use of various new types of advertising messages. In modern society, political advertising has turned into a tool whose value is difficult to overestimate. Sometimes its role in promoting political candidates is far higher than characteristics or capabilities of a candidate. And during this process it is very important to choose the right strategy of behavior, build relationships with the electorate, and choose means of political propaganda. The study of the theoretical aspects of political advertising is due to the need to solve practical problems in the implementation of political communications - in identifying the ratio between electorate requests and searching opportunities to meet them. At this stage there is an urgent need for a clear delineation of the structural content of political advertising, a detailed examination of its communicative features, an establishment of cause-effect relationships between processes occurring within the framework of electoral campaigns. The existing patterns in the field of political advertising make it possible to single out a number of general points that are present in the organization of political activity, regardless of the individual characteristics and nature of political campaigns.
The article is devoted to the analysis of relevant technologies of political advertising in Ukraine. The formation of a new political system has led to a significant quantitative increase of political advertising which is due to the mastering of a growing number of communication channels and the use of various new types of advertising messages. In modern society, political advertising has turned into a tool whose value is difficult to overestimate. Sometimes its role in promoting political candidates is far higher than characteristics or capabilities of a candidate. And during this process it is very important to choose the right strategy of behavior, build relationships with the electorate, and choose means of political propaganda. The study of the theoretical aspects of political advertising is due to the need to solve practical problems in the implementation of political communications - in identifying the ratio between electorate requests and searching opportunities to meet them. At this stage there is an urgent need for a clear delineation of the structural content of political advertising, a detailed examination of its communicative features, an establishment of cause-effect relationships between processes occurring within the framework of electoral campaigns. The existing patterns in the field of political advertising make it possible to single out a number of general points that are present in the organization of political activity, regardless of the individual characteristics and nature of political campaigns.
Опис
Ключові слова
політична реклама, технології політичної реклами, семіотика, політичний маркетинг, political advertising, technology of political advertising, semiotics, political marketing
Бібліографічний опис
Соціально-політичні студії : наук. альманах