Archive of Scientific Articles

Abstract. The article is devoted to the study of the notions political direction and stereotype in the modern system of scientific knowledge and to the process of mass consciousness transformation under the influence of the given instruments. The new possibilities of the use of modern manipulation techniques in the process of social control are analyzed. The role of mass media and political advertisement in the process of stereotype formation and mass directions is considered in the article.

Key words and phrases: политическая реклама, установка, массовое сознание, масс-медиа, трансформация, коллективное бессознательное, стереотип, трансформация сознания, PR, манипулирование, реклама, political advertisement, direction, mass consciousness, mass media, transformation, collective unconscious, stereotype, transformation of consciousness, PR, manipulation, advertisement