COMPARATIVE ANALYSIS OF PRE-ELECTION ADVERTISING CAMPAIGNS OF CANDIDATES FOR THE PRESIDENCY OF UKRAINE

Abstract

In the current context of competitive political struggle, communication technologies of persuasion and influence on the audience become especially relevant. In this context, advertising technologies are the most convincing and effective during the election campaign. Advertising communications is a universal tool that combines visual, linguistic and audio technologies. However, there is a lack of empirical research and comparative analysis of advertising campaigns of different candidates from different parties. The article aims to analyze them using the methods of political technology. The proposed study attempts to present a general image of Ukrainian election technologies based on a specific analysis of individual political parties.

The article is devoted to the analysis of election campaigns of candidates for the presidency of Ukraine. Five candidates from different political parties were analysed: Volodymyr Zelenskyy, Petro Poroshenko, Yulia Tymoshenko, Yuriy Boyko, and Anatoliy Hrytsenko. The results of their own analysis are presented for each candidate. The main classification and structure of political advertising are highlighted. The analysis of the political video advertising of the top 5 candidates showed that in the 2019 election campaign, there were used such approaches, according to the classifications, as the forces of influence on A. Dayan’s audience; the scenario as a criterion for L. Devlin’s classification; topics of M. Kern’s message; the type of R. Joslin’s rhetoric; F. Kotler’s advertising functions; the typology of J. Witherspoon. Various methods of political and social technologies have been worked out that helped to capture votes.