Forming the image of powerful structures through political advertising in Russia

• Natalya Rinatovna Balynskaya, Nataliya Sergeevna Shkurko The department of public and municipal administration and personnel management, Nosov Magnitogorsk State Technical University
• Margarita Vladimirovna Kuznetsova, Natalia Stanislavovna Ivashina, Liliya Muhametovna Rahimova Nosov Magnitogorsk State Technical University
• Albina Muratzhanovna Maximova, Darya Sergeyevna Buzhinskaya The department of Russian language, general linguistics and mass communication, Nosov Magnitogorsk State Technical University

Abstract

The purpose of this article is to substantiate components of the image of powerful structures in Russia as objects of political advertising. Using a terminological analysis, this study outlines the essence of political advertising and image. As a result, the program and ideological component of the political image is the main one, since it reflects the meaning of the creation and activities of powerful structures. In conclusion, the reflection of all components of the image ensures the effectiveness of political advertising