image of politicians is one of the most important components of political advertising.This element has an absolute effect on the effectiveness of the impact of the candidate on the audience.
Formation of image of a successful policy depends mainly on the understanding and knowledge of moods, attitudes and requirements of the present or future followers.It is important in this regard to be able to show that the worker meets all the needs of the audience.
One of the most effective strategies is considered to win the confidence of the public by demonstrating the policy of his closeness to the people.It shows that he has the same problems and concerns, as well as at the mass of people.In politics, the formation of excessive originality of the image, the formulation of programs and other inappropriate and unacceptable in many cases because it can alienate a large part of the audience.
Today, ordinary voters deprived of direct contact with a politician.People assesses figures as they represent the media.The image in the policy is created using several mechanisms.One is the positioning of the individual.Building a political image-image-makers engaged specialists.
image with which the worker performs his actions during the election campaign and that should bring him victory, called strategic.This image of the policy must meet certain mandatory criteria.
First of all, a strategic way of figure is considered strictly determined.In other words, the nature of the image must be formed in accordance with the level of education and cultural identity of the people, economic conditions, and other features of the electoral territory.
strategically driven by time.Thus, the image of the previously applied policy, even successful, does not guarantee success in the upcoming campaigns.This is due to the constant changing needs of the voters, the situation in the state.
However, it should be paying more attention to and situational factors - sudden changes in state or political sphere.In other words, when a sharp change the audience's values, worker should be able to change (or create the appearance of change) their preferences for maximum meet the needs of the public.
image is divided into policy objective (real impression), subjective (figure representation of himself), simulated (the result of the team of experts on the image), perfect (most appropriate audience).
image figure is made of appearance (physique, height, weight, etc.), biographies, business and moral qualities, manners of communication, behavior, ability to speak, political.
According to experts, there was always a particular problem in the formation of the image of a woman politician.The most common option was the creation of "domineering style."Image-makers, to emphasize the intellectual and professional qualities of its clients, it is recommended to use a combination of wardrobe dark blue or gray jackets and skirts with blouses refreshing.
more "strong" image can be achieved through the use of bright colors in a suit.For example, red was the favorite color of Nancy Reagan.
One of the modifications of the "domineering style" image-makers have used to create the image of Margaret Thatcher.The consultants recommended it to give preference to dark suits with padded shoulders.All items in the manner consistent with its self-confident woman, is at the top of power.It should be noted that this image was the most likable large part of the public of the middle class.
Often these or other preferences in the presidential families gave birth to a new fashion.So, at the same time, many women, in imitation of Jacqueline Kennedy wore hats, caps, hair done "a la Jackie."
