The image of a politician

The image of politics is considered one of the most important components of political advertising. This element has an unconditional impact on the effectiveness of the candidate's exposure to the audience.

Formation of the successful policy image depends mainly on understanding and knowledge of the moods, attitudes and requirements of present or future followers. It is important in this matter to be able to show that the figure fully meets all the needs of the audience.

One of the most effective strategies is the winning of public confidence by demonstrating the politician's closeness to the people. He shows that he has the same problems and concerns as the masses of the people. In the sphere of politics, excessive originality in the formation of the image, the formulation of programs and other things is not expedient and in many cases is unacceptable, since it can alienate a large part of the audience.

Today, a simple voter is deprived of direct contact with a politician. The people value the figures as they are represented by the media. The image in politics is created with the help of several mechanisms. One of them is the positioning of the individual. The construction of a political image is done by image-makers.

The image with which the agent performs his actions during the election campaign and which should bring him victory is called strategic. Such a policy image must meet certain mandatory characteristics.

First of all, the strategic image of a person is considered strictly conditioned. In other words, the character of the image must be formed in accordance with the level of education and cultural specifics of the people, the economic situation, and other features of the electoral territory.

The strategic image is determined by time. So, the previously used policy image, even successful, does not guarantee success in the upcoming campaigns. This is due to a constant change in the needs of voters, the situation in the state.

At the same time, much attention should be paid to situational factors - sudden changes in the state or political sphere. In other words, in the event of a sharp change in the audience's values, the person must be able to change (or create the appearance of changes) his or her preferences to best match the needs of the public.

The image of the politician is divided into an objective (real impression), subjective (the performance of the person about himself), modeled (the result of the work of the team of specialists over the image), ideal (the most appropriate audience).

The image of the figure is complex from the exterior (physique, height, weight, etc.), biography, business and moral qualities, the manner of communication, behavior, ability to speak, political affiliation.

According to experts, a special problem always existed when forming the image of a woman politician. The most widespread variant of creation became "imperious style". Imagemakers, in order to emphasize the intellectual and business qualities of their clients, recommend in the wardrobe to use a combination of dark blue or gray jackets and skirts with refreshing blouses.

More "strong" image can be achieved through the use of bright colors in the suit. For example, red was Nancy Reagan's favorite color.

One of the modifications of the "imperious style" was applied by image-makers when creating the image of Margaret Thatcher. The consultants recommended her to give preference to dark suits with leaning shoulders. All the elements in her image corresponded to a confident woman, who is at the top of power. It should be noted that this image was most sympathetic to a large part of the middle class public.

Often these or those preferences in the presidential families gave birth to a new fashion. So, at one time, many women, imitating Jacqueline Kennedy, wore caps-caplets, did a hairstyle "a la Jackie."