Communicative strategies and tactics in modern political discourse (basing on the political advertisements of the election campaigns of 2003, 2007, 2008)

The present article is concerned with the urgent issues of political linguistics and linguoconflictology. The main emphasis of the paper is on the communication problems, referring to the field of juridical linguistics. Basing on the TV debate and political advertisement texts different communicative strategies and tactics of conflictogenic character are analyzed. The special emphasis is put on the point that the majority of communicative tactics used in political advertisement, should be regarded not as manipulating but as persuasive ones. Some changes in modern political discourse were revealed, lowering of frequency of tactics referring to discredit strategy.