Some considerations concerning the use of symbols in political advertising

Abstract

The article deals with the interpretation of the concept of "symbol" and its communicative potential. It is stated that symbols are the main means of representing political actors and events, communication between the authorities and society, as well as an effective tool for building political reality, as well as that in political advertising they are used for virtual modification of political and social reality, transmitting some opinion on political processes and forming necessary emotions in citizens. It is determined that the communicative purpose of political advertising is that it aims to make contact between the media or candidates for positions in power structures and citizens, to accumulate in the advertising message the basic concept of the election campaign. It is established that political advertising becomes a kind of conduit of ideas, a repeater of images, symbols, myths that live and function in the mass consciousness of society. Political advertising is also turning into a technology of simulation, production of virtual reality (and virtual images), enhancing the theatricalization of political life and distracting voters from real problems and needs. Successful solution of the communicative problems of political advertising is impossible without a detailed study of political space (legislative, political, demographic and economic situation, the system of power, the deployment of forces in the political arena, in the economic sphere, etc.). It is substantiated that in order to maximize the effectiveness of political advertising communication, special attention should be paid to the study of public opinion, needs, motivations and preferences of voters, determination of target audiences.