| Abstract [eng] |
The occasions of political advertising we can notice every day, although the hugest amount of it is flooded during the electioneering. Media has opportunities to reach the mass auditory; it is an influential agency in the formation of public opinion. Therefore the most actual task is to involve the media during the electioneering. Most of them suppose media being the only opportunity to reach success in elections. As a problem of my research I have chosen the experience of the latter elections, which have showed that there are relations in the field of political communication, which are based on interchange and competition of political ideas. Politicians- ideologues become politicians- managers and administrators, which advertise their “goods”. It is proposed, that in elections it is fought not for the ideas, but for the money, which is given for the political advertising in media. As a result political advertising and its real or supposed influence on the final electable results is an actual and regular object of discussions. It is important to emphasis that it is difficult to estimate the influence of the political advertising on particular elector, moreover, that researches, which would show what influences electoral behaviour or political preferences are not popular. Besides it is difficult for the electors to remember which advertising they saw or read, it is difficult clearly to formulate what influenced their decision during the elections, having in mind, that there are a lot of factors which could have been the influence of the decision. The purpose of the research is to analyse political advertising during electioneering and after it using scientific methods and to estimate the influence of advertising on the final results of elections. The main aims of the research are: - to analise the main aspects of politic advertising and to define peculiarity of political advertising with reference of theory and practical researches; - to summarise the influence on electors of the political advertising in media; - to summarise the main strategies used of Labor Party and Homeland Union Party during Seimas elections; - to estimate and sumamrise the political advertising in contest of politicians’ everyday activities ( not during the electioneering). |
