As in ancient Rome, and in today

According to the Florentine food still life philosopher, statesman and historian Machiavelli politicians should be humane, loyal, honest and fear of God. If this was not the case - at least they should create such an impression. Such a perspective was not a novelty food still life even for Renaissance and similar food still life modern PR techniques to build a certain image of the government, promotion and branding it goes back to antiquity, when the image of Augustus Caesar could be seen on coins, mosaics , drawings and monumental food still life statues, which are present in every Roman city not only for aesthetic reasons or vanity, but to provide a visual guide to the people as a wise, brave, powerful and strict ruler. [1]
As in ancient Rome, and in today's modern and democratic societies food still life branded images food still life of politicians are the only thing we know about the candidates vying for the votes of the voters. In primitive communal-stroy the leader of the tribe or clan was well known and reachable food still life person, but the increased size of modern states and the dynamic distribution of mass media make the implementation of this direct contact impossible, and to a large extent unnecessary. On the other hand, rapid development and rapid spread of mass media change the perception of the audience and dictate new trends in building the winning image of the candidate - a policy which does not always accurately represent the actual qualities, opinions, attitudes and plans, but rather reflects innermost desires and irrational fears of voters, aiming possible - advantageous food still life positioning of the political scene.
Staging public persona of a politician is one of the most important tasks of the professional political PR consultants who use his personality, style and charisma as a basis for the images to be presented to the public or are generated by the media. The goal is to build an effective positive image associated with age-old values food still life and positive characteristics, food still life which later be successfully connected with the personality of a policy. Prolonged accumulation of such associations food still life brings sometimes non-existent qualities to a candidate's image, building a strong reputation as a successful food still life case is almost the image of the ideal politician.
Like traders, politicians most often have no choice but to try to provide an excellent light to the target groups, because much of their routine professional food still life duties remain invisible to potential voters or not arouse enough food still life interest in the general public. Similarly, thoughts and Raymond food still life Bull (Raymond Bull) [2] which cites an anonymous political PR specialist from the United States food still life - "Voters are generally lazy. Decision making requires a high degree of concentration: the impression is easier. Arguments repel the viewer - they suppress it until it gained the impression without having to make intellectual efforts. Moreover, food still life the emotions are induced more easily, they are more malleable. Let's not be afraid of them - make voters like the candidate and two thirds of the battle is won "[3].
Despite the apparent preekspoaniranost the previous claim and the claim too good knowledge food still life of the psychology of potential food still life voters is missing and some truth in the description of the modern voter. This trend can be traced back in the 90s of last century, when political scientist Richard Lau (Richard Lau) [4] is surprised that only ten percent of potential voters food still life are aware of his attitude toward food still life the death penalty, but more than ninety percent are aware of the fact that George Bush does not like broccoli. Forty years ago Vance Packard (Vance Packard) [5] notes that the personality of the candidate - Presidents of the United States food still life has a major impact on the outcome of the election represented political platforms and selected key topics. Voters always orient to the candidate who is most impersonalizira stereotype their ideal control [6], which logically follows that a politician can be successful only by building a functional brand, meeting the expectations hidden dreams and attitudes of potential voters food still life customize their own political goals and values [7]. That would be the most convenient and easy option for optimum citizens entitled aloud who would not experience discomfort with incomplete awareness of the complexity of the ongoing political processes that would not be easily understood or not would be a subject of interest food still life to them [8]. Personalization simplifies the perception of political messages that Walter Lippmann (Walter Lippmann) [9] etc.