Conduct of modern science– 2016 • Díl 1

30Wells W., Burnet J., Moriarty S. Advertising: principles and practice. - St. Petersburg: ZAO “Publishing House“ Peter
”, 1999, 48-page.
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Science without borders - 2020 ★ Volume 14
Sources devoted to socio-political advertising cover various aspects that serve 
to reveal the essence of this phenomenon.First of all, it should be noted that the 
advertising request is paid, and the party placing the advertisement must pay a certain 
amount for the transmission of its message. Second, socio - political advertising is 
usually directed to one side - the object of influence from the advertiser.Third, 
advertising information does not have a personal nature, i.e. it is sent to the target 
audience, not to a specific person.Especially in the context of elections, socio-political 
advertising requires targeted influence on electoral groups.Fourth, any socio-political 
advertising will consist of information. Fifth, the transmission of socio-political 
advertising requires the disclosure of its customer.Finally, socio-political advertising 
is done indirectly, i.e., the media is used in the implementation of advertising.It 
“presents the essence of the political platform of certain political forces in a clear, 
emotional, concise, unusual and memorable way; to tend to support these political 
forces and to inculcate in the public consciousness a certain idea of their nature; to form 
an acceptable mental guide that determines the direction of a person's feelings, 
inclinations and actions "31.
Describing the peculiarities of socio-political advertising, G.Pushkareva also 
emphasizes that the placement of socio-political advertising is carried out on a paid 
basis. According to him, although there are fans in the election headquarters who are 
ready to make a poster for free, produce a commercial for free, write a text for free, the 
reproduction of such a product in large numbers is inevitably a place for paper, printing 
costs, airtime, print media requires spending money 32.
In addition, the process of creating information in the implementation of socio­
political advertising is fully controlled by the leadership of the political campaign.Any 
advertising request is prepared at the request of the political campaign management 
and may be rejected by them if they do not meet the requirements of the customers.This 
allows you to create socio-political advertising in accordance with the strategy of the 
campaign, to think about the text of the advertising appeal, to carefully process the 
image and sound of the advertisement.For example, if a politician's speech is intended 
to be used for advertising purposes, it is possible to get rid of mispronunciation,