The impact of advertising and public relations on electoral processes: the cases of D. Trump and K. Harris

This paper provides a comparative analysis of the PR tactics used by Donald Trump and Kamala Harris in their election campaigns. The study reveals both similarities due to the dominance of social media and personalized branding, as well as significant differences in their communication strategies, from Trump's aggressive populist rhetoric to Harris' more traditional, inclusive approach. The influence of these strategies on electoral processes, the formation of public opinion and the increase in polarization is analyzed. The work highlights the transformation of political communication in the digital age and the role of «information bubbles» in modern electoral behavior.