THE ARCHETYPE AND POLITICAL BRANDING: CULTURAL BACKGROUND IN PERSUASION
The political brand became a crucial concept in the science of political communication and the fi eld of political PR.That is why there is a direct link between the national archetypes and the political brand. A simple defi nition of the political brand states that it is represented by the totality...
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| Format: | article |
| Language: | EN RO RU |
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Academy of Sciences of Moldova
2014
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| Subjects: | |
| Online Access: | https://doaj.org/article/17acac6f2f634c81a9a2ad5828463fc0 |
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| Summary: | The political brand became a crucial concept in the science of political communication and the fi eld of political PR.That is why there is a direct link between the national archetypes and the political brand. A simple defi nition of the political brand states that it is represented by the totality of signs and personality features which mass-media refers to in the political audience towards a person constantly engaged in political activities. In fact, the political image brand is a simple synthesis, an image composed of two-three major features which have the role to position a political personality in the mind of voters once for all. The most common political brands are the heads of states. The present study analyzes the way Mircea Snegur, the president of the Republic of Moldova, became the parent of the nation, how the communist Voronin acquired the image of the rescuer during his offi ce and euro-communist – at the end of his offi ce by promoting an anti-Romanian rhetoric. In Romania, Ceausescu considered himself a national shepherd, Constantinescu – the president of procrastination and Basescu – the playful president. |
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