IMAGE OF A LEADER IN POLITICAL ADVERTISING
In the article is presented sociological analysis of image of a number of Armenianpolitical leaders who ran for the post of president in 2003. The analysis of politicaladvertising allowed revealing what kind of policy was adopted by this or that politician,which symbols were being used at the same time, how effective was theprocess of the political leaders' self-presentation from the standpoint of its conformitywith the electors' social expectations and its congruence in the current socialpoliticalsituation. It was studied which stereotypes and ideas, referring to the politicalleaders' individuality, existed in public consciousness at pre-election period,positive and negative characteristics of political leaders by the electors.