Published: 15 May 2015
Purpose. To consider specific features of managing the image of the Russian authority through political advertising at the present stage of development. Methods. The method of classical logic, analysis and synthesis, comparative method, partially historical approach and the traditional method of document analysis have been used. Results and practical significance. The principles of management in political advertising are identified, according to which the image of the Russian authorities is formed. Perspectives for further researching of the stated problem are revealed. Scientific novelty. The author refers to the concept of «political advertising», which is missing today even in the legislative framework. It is the first time the principles of political manipulation have been considered under which the image of political power is formed through mass media. This opens up new opportunities for political administration.