SUMMARY Simona Rimgailaitė Psychological dimension of advertisement: formation of political image Master’s work. This master’s final paper formulates the problems of advertisement psychological effect, also traverses and systematizes the effect of advertisement on voters. Hypothesis of this work – political advertisement is used for perfect image formatting and also for unattractive features veilinging. The research object is the formation of political image trough advertisement. The master’s goal is to value adequacy of political image and influence on voters which is formatted with the help of political advertisement. In order to reach the goal there was made the quantitative research. Half standardized written inquiry was choused as a method of research. Questionnaire was made and distributed to 200 respondents all over the Lithuania. All respondents are adult whose age ranges from 18 to 60 years old. The data received was processed by the typical Statistical Package for Social Sciences program. Evaluation of the statistic allows to propose that voters are unconscious of psychological influence methods used in political advertisement consequently it is easier to do influence on voters by using strong political image formatted with the help of advertisement. The hypothesis of this paper is proved. Often advertisement is usable for perfect political image formatting, on that score many voters choose them. Regarding to findings of assay, the voters should be informed... [to full text]