Verbal and non-verbal means of archetypal images representation in the US presidential campaign ads

Abstract

Considering society and open the fact access thattopolitical the distribution discourse proceedings of power anddefine resources the, during uality of thelife election in the period democrati c countries are surged up with an intense struggle for leadership. Quite natu- naturally, therefore, a number of researchers, linguists included, display their interest towards various aspects of political campaigns connected with a possibility of exerting a suggestive influence on voters. It seems that the voters’ choice between the candidates is based not only on the personal qualities of the latter and their political programs, but also on certain archetypal images they may be willing to embody and transmit to their electorate. Thus, presidential campaign ads, in particular in the USA, allow the candidates not only to deliver their politi cal agenda and slo- slogans of the campaign in a concise and catchy form, but also are a means of connecti ng the candi-dates with understandable and congenial archetypal images, allowing them to win over the sympathies of the voters.