title: THE ROLE OF LANGUAGE IMAGE IN CREATING A FAVORABLE IMAGE OF UKRAINIAN POLITICIANS: ANALYSIS OF NEW YEAR'S SPEECHES
abstract: The article is dedicated to the research of the role of the language image in shaping the political image of a politician, in particular the Ukrainian President. The author focuses on the analysis of the President's New Year's addresses to the Ukrainian people as one of the markers, showing the politician's image and the main directions of their activity for the previous year and the tasks for the next year. The relevance of the study is that political technologists and consultants place one of 
journal: Baltic Journal of Legal and Social Sciences