Image of the political leader in the context of the presidential election campaign

The article investigates the strategy of forming the image of the political leader in the context of the presidential election campaign. It points out the importance of the creation of professional images in the political activity of political leaders during their pre-electoral career. in addition, the concept of archetypes and their importance in the formation of the image of a political leader is outlined. The political images of the leaders of the presidential race of the United States of America are characterized. In the research aims to establish the meaning of the image for a political leader, the strategies of its formation and determine the prospects for future research. The methodology of the research is determined using methods of analysis, synthesis, behaviorist, systemic, structural-functional approach. It is concluded that, political imaging reveals a variety of technologies to improve speech, behavior, pronunciation of convenient words in the implementation of political activity. The lack of a thorough and complex analysis of this issue is evidenced by the fact that the number of scientific studies on the problem of political image in the context of the presidential campaign is scarce, at least in Ukraine.