WAYS OF CREATING VISUAL PERSONIFICATIONS IN POLITICAL LINGUISTICS
The article deals with the characteristic features inherent in political linguistics. Competent political and economic management of the state requires special communication skills from the political leader, the implementation of which is necessary both in the territory of the country and in the intercultural space. That is why political linguistics, a new direction for the world community, is so important in today’s general political realities. In the context of the discussed topic, the factor of political advertising, including the reception of visual personification, is extremely important. The authors emphasize the political and social significance of this technique. In addition, the article states the positive and negative aspects of political advertising, discusses the features of its creation and the formation of a successful image of politics in conditions of Western and Russian tradition.