POLITICAL ADVERTISING IN THE REPUBLIC OF KAZAKHSTAN: A COMPARATIVE ANALYSIS OF THE PRESIDENTIAL ELECTION CAMPAIGNS IN 2011 AND 2015 YEARS

The process of modernization and democratization of Kazakhstan society demands the creation of advertising technologies that consequently promote the state’s strategic and tactical tasks and increase the level of political culture among the population thus contributing to the strengthening of social stability. Political advertising is a specific form of communication influencing the ideas of citizens concerning political subjects and objects. Society and political advertisement interconnection is considered in two different ways: on the one hand, advertisement stimulates the political development of a society; on the other hand, society develops advertisement technologies. Alongside this, it is a way of political communication with voters, target influence to learn easily during the election campaign. Political advertising shows the meaning of an exact political force platform, invites to support candidates, to form opinions about political force in people’s consciousness, to make psychological conditions to vote. The aim of the paper is complex research of the evolution of political advertisement in Kazakhstan and its peculiarities in the period of Presidential elections 2011, 2015.