Living in society, we are interested in making a favorable impression on others. But not everyone succeeds, and then you can hear advice: “You need to change your image.” Image - what is it? And where did it come from so wrong, if it needs to be changed? And how can this be done? Let's figure out what's behind this buzzword.

This concept itself translated from English means “image”. In fact, the image is the stable image of a person that other people develop when they are with him. Any image is the result or, as psychologists say, perceptions, but social objects (people, groups, communities) differ from other things and phenomena, plants and animals, therefore the formation of a person’s image has its own characteristics.

How the image of another person develops

When we come into contact with other people, we receive a variety of information about them using all our senses:

• First of all, of course, vision works; with its help, a person generally receives 80% of all information about the world around him. When making contact, we first of all evaluate a person’s appearance; it’s not without reason that they say that you meet someone by their clothes. Facial expression and facial movements in general play an equally important role. For example, a smile very quickly adjusts a person to a positive perception of a partner, and frowning eyebrows with dissatisfaction make one want to break off contact.
• With the help of hearing, we receive not only important information in the form of speech messages, but also assess the mood and attitude of the interlocutor by the timbre of his voice, speed of speech, and intonation. It often happens that an unpleasant timbre, for example, too high, shrill, can create a negative impression of a person.
• Tactile sensations can also be important. In general, touching in the process of communication is characteristic of people who are quite familiar and treat each other well. But in contact with an unfamiliar person, they are also informative. For example, a patronizing pat on the shoulder can indicate a person’s attitude, and when shaking hands with the interlocutor, we feel the confidence or uncertainty of the handshake, feel smooth or rough, dry or wet skin.
• Even smells are important for the formation of a person’s image; in psychology they are classified as olfactory means of communication. For example, a man smells of sweat after exercising in the gym. And for a woman, this can be a sign of the brutality and sexual attractiveness of her partner.

Information from the senses is processed by the brain, analyzed, correlated with generally accepted norms, stereotypes, our personal experience and knowledge, and the output is a fairly complete picture of a person - a kind of multidimensional and multi-layered image. But this is not quite an image yet.

Two sides of the image and the real “I”

Image is not only how we perceive our communication partner, what image appears in our head. Unlike a simply social-perceptual image, along with the objective, perceived side, it also has a subjective – transmitted one.

We all, to one degree or another, consciously strive to create a certain impression of ourselves among others. And sometimes we approach this very responsibly: we carefully choose the style of clothing, think through the manner of speech, monitor gestures and facial expressions, in conversation we try to avoid some topics and focus on others. Who doesn’t want to seem at least a little smarter, prettier, more successful than they really are?

What is it for? Goals can be different: from winning the affection of the opposite sex to success in business. But, one way or another, most people work on their image and broadcast their image to others. And this is where the main problem arises.

The received and transmitted image may not coincide, and people see us in a completely different way than we would like. For example, I want to be perceived as an active, businesslike and tough business woman, but they see me as simply a scandalous and fussy woman who can ruin any business. Why?

Of course, there are inattentive people, unfriendly envious people, but that’s not the point; the main reason for the discrepancy between the transmitted and perceived image is completely different.

In addition to these two sides, two variants of the image, there is also a complex of traits, characteristics and what is really characteristic of a person. We all want to appear better, but the more the transmitted image and the real “I” do not coincide, the greater the discrepancies at the level of perception. A coward, no matter how hard he tries, will not be perceived as brave, at best arrogant, and a 50-year-old woman who tries to look 25 will most likely seem ridiculous. And in that abstract example, I am not perceived as a cool business woman, because in reality I am a little gray mouse who wants to hide in my hole and not stick out from there.

When working on your image, you need to strive to ensure that it does not contradict the real qualities of your personality and does not diverge too much from the experience, knowledge and abilities that we have. Don't you like these qualities and abilities? Would you like to appear better? Then start changing your image with internal transformations.

Levels of image perception

The second difference between an image and just an image is sustainability. People in general are changeable objects, therefore ordinary perceptual images are situational, mobile, they arise instantly and constantly change depending on a person’s movements, changes in facial expression, posture, timbre of voice, gestures, etc. But the image consists only of the stable characteristics of the individual, those what makes him a unique, unrepeatable personality. In psychology, there are 3 groups of such characteristics depending on the level of human perception:

• The biological level is age, gender, health status, features of the course of nervous processes, physical data, etc.
• Psychological - traits, characteristics of the emotional sphere, interests, tastes, etc.
• The social level includes information about a person that is spread by other people: rumors, gossip, attitudes, etc.

Of course, the stability of an image is relative; it can change, even quite consciously. In addition, over time, a certain attitude towards a person develops, under whose influence the image is corrected. For example, a young man with many tattoos and piercings can be an excellent professional, although he was not initially perceived as such.

How to create an attractive image

Image is an image; it differs from reputation in that it is earned, but an image is created. And creating an image is not an easy task, since you need to consider perception at all three levels. If a low level of intelligence can be hidden or disguised for some time, character traits can be “edited” and corresponding rumors can be spread, then what about, for example, gender, height or physique.

We must also take into account the perception, experience and sphere of interests of those people whom we want to impress. Taking into account all the difficulties of image formation, famous or, as they say, media personalities (politicians, actors, large businessmen) have their own image specialists - professional image makers. But they are also wrong. So, in the 90s, Boris Yeltsin, no less than on the advice of such specialists, began to smile. It would be better if he didn't do this. On a face whose muscles were not accustomed to such a facial movement, the smile resembled a crooked grimace.

An ordinary person does not have image makers, and he should first figure out what makes us more attractive in the eyes of other people.

A person exists and communicates in a variety of social groups, and accordingly, his success will depend on different sets of qualities. To have an attractive image in a group of friends who are fond of sports, you need some qualities, but to promote your own construction company – completely different ones. But there are still general parameters by which we evaluate people, and attractiveness factors that are common to all.

beauty

No matter how much we are told that the main thing in a person is business qualities, decency and intelligence, and not physical attractiveness, external data still plays a very important role. We unconsciously endow a beautiful person with the best features and try to ignore his shortcomings. We trust beautiful people more; we strive to interact with them, to be close to them, as if we are sure that we too will get a “piece” of this beauty given from above. By the way, the same reaction is to the manifestation of health, which is considered an important condition for external attractiveness. We like healthy people more than sick people.

But what to do if a person does not have outstanding external data? Their absence can be compensated by correctly chosen clothing, makeup, signs of inner strength and physical health, as well as openness and goodwill in communication. A sincere smile makes any person more beautiful. And in general, there is a very correct women's saying, which is attributed to the founder of a chain of cosmetic stores, Elena Rubinstein: “There are no ugly women, there are only lazy ones.”

Similarities

Psychologists' studies have shown that we trust people who are somewhat similar to us more. Moreover, we are talking not only about external similarity, but also about related interests or the absence of age difference. As soon as we understand that the interlocutor is interested in the same thing that we are, his attractiveness instantly increases, as well as interest in him.

In groups of different ages, people close in age communicate more often and are intuitively wary of both older people and younger people. Belonging to one social group, youth community, or fan club increases attractiveness.

It is interesting that attractiveness is influenced even by the proximity of origin, the places where they spent their childhood and youth. People who come from the same area, and even more so who graduated from the same university or school, quickly develop sympathy for each other.

Halo effect (halo effect)

It takes a lot of time to get to know a person’s personal qualities in their entirety. But it often happens that some bright and attractive feature catches the eye: physical beauty, erudition, self-confidence, eloquence. And this trait creates a kind of halo effect, coloring the perception of the individual as a whole. It is by this that we evaluate a partner.

The halo effect also works in the case when some factor is not directly related to the individual, but seems to accompany him. Thus, a military uniform creates an aura of masculinity, while a shocking hairstyle creates an aura of frivolity. And if a stranger is represented by a person we respect, then respect creates an aura around this person.

Infantile appearance

It would seem that we should trust adults more, but one of the factors of attractiveness is childish appearance. Features such as large eyes and a protruding mouth, a small nose, puffy lips and a fragile physique create an image that is associated with a child. And we begin to experience unconscious trust, sympathy and desire to help this person. Studies have shown that people who look somewhat like children are perceived as non-threatening, defenseless, sincere and pleasant.

This feature of perception has a very ancient nature and is inherent even in animals, which often protect and care for not only their own, but also other people’s young.

If you want to achieve success and make the right impression on people around you, you need to seriously approach the problem of creating or changing your image. A few tips will help you cope with this difficult task.

• Think about the image you want to create among others. Clearly highlight, or better yet, write down the personality traits that you would like to demonstrate.
• Pay attention to the fact that the desired image matches the real “I” as closely as possible. If you lack any character traits or abilities, think about how they can be developed or compensated for by some other personality traits.
• Start creating your image with internal restructuring, with working on yourself. Thus, demonstrating your professionalism or erudition in the absence of them is not only difficult, but also unproductive - your partners will quickly see through you.
• Carefully consider your appearance, speech, gestures and facial expressions - they must correspond to the chosen image. The half-thug slang of a gopnik in the mouth of a young man demonstrating a yuppie image sounds strange, to say the least.
• Try to make your behavior seem natural and relaxed. And this will not be easy to do, since you will have to constantly monitor the compliance of your image with the chosen image.

Despite all the difficulties of creating your image from scratch, changing it is even more difficult. As already mentioned, this is a stable image, and it exists not only as a complex of external forms of behavior, but also in the heads of people who know you. And this image creates a strong attitude towards perceiving you from a certain perspective.

That is, when trying to change the image, others will still see the person they are used to and will not pay attention to what is new in him. Or, even worse, express your rejection: “Why are you dressed up like that today?!”, “Look, the way you spoke! There’s no need to be smart, it doesn’t suit you.”

Therefore, changing your image should be gradual so that people get used to your new image. It is much easier to solve this problem when moving to another city, when entering another educational institution, or when changing jobs.

If you are serious about creating your image, then with due persistence and patience, success will await you, perhaps not immediately.

A post about colors and types of image, long promised.

But first, I remind you and tell you about the types of image.

There are four archetypes that Aristotle described.

These archetypes are associated with the primary perception of other subjects.

When a person collides with another object, especially an unfamiliar one, instantaneous palpation and evaluation occurs, just as an amoeba palpates the oncoming object with its pseudopods.

First of all, on an unconscious level, this counter-transverse is assessed according to this template: 1) how counter-current it is (its advancing or reverse flow is hot or cold), 2) how transverse it is (hard or soft boundaries).

Aristotle identified four types of phenomena of existence, which he associated with the elements.

According to his system, four basic (basic - this means primary, original, perceived at an unconscious level) types of image can be described.

Cold-hard - Earth (DMS, JD) - these are children's dominant types, male and female.

Cold-soft - Water (SMS, SJD) - these are children's submissive types, male and female.

Hot-hard - Fire (DMO, JM) are adult dominant types, male and female.

Hot-soft - Air (SMO, SJM) - these are adult submissive types, male and female.

Why is a good image almost always associated with being typecast?

The appearance does not fall into parts, it is perceived as whole, and everything whole creates a feeling of what is important, subjective (possessing personal strength and will), and significant.

A person with a bad image is interpreted as a collection of objects. As in the paintings of bad abstract artists, the subject can be perceived as a fragmented background, rather than a living figure. Its boundaries are not visible, its content is not clear, since it is contradictory, and the observer’s attention, quickly tired of the nonsense of visual stimuli, is transferred to another object.

This is exactly the feeling that comes from a bad image; you want to look away from it, you don’t want to keep its image in your head, you want to step aside. He pushes away. Or it looks invisible, as it blends into the background.

That is, getting into the archetype is important for the perception of the integrity and liveliness of the subject.

If you have seen discussions of posts about image on this blog, you have paid attention to examples of how the same person is perceived differently in a suitable and inappropriate image. A suitable one makes his facial features beautiful (admiring is a reaction to harmony, attention is drawn, pleasure from contemplation, beauty is a “promise of happiness”), and an inappropriate one does the opposite.

Some people associate the letter D in this typology with the Yang in Kibbee's image typology, and the S with Yin.

But this is not true. The male part of the circle of elements (Fire, Air) is more likely associated with hot types, parental (this is not about gender, but about activity-passivity). Earth belongs to D, and this is the female element, cold. Air belongs to C, and this is a masculine element, hot. That is, D in Aristotle’s circle system is not Yang, please remember this. Kibbey's typology is based on the analysis of androgyny, this is a different view of the image, do not mix it with the Aristotelian circle, otherwise you will be completely confused. It's like analyzing salty-sweet according to high-low characteristics.

As for our circle.

The description of the elements already contains a description of a suitable image. The first letter describes the form, the last the filling.

For example, you are a VMI (based on facial features). This means your hairstyle and silhouette should have hard lines (D, dominant type), and the texture of fabrics and decorations should be cold (S, filial, childish type). The first letter is the form, the last is the filling. Middle - your gender. M or F.

The same applies to the color scheme (hair color, clothing, accessories, as well as makeup for women).

DMS and DZD are cool contrasting colors.

SMS and SZD - cold pastel colors.

DMO and JM are warm contrasting colors.

SMO and SZhM - warm pastel colors.

Very often, having determined their type, people cannot choose colors, because it seems to them that the colors that suit their type do not suit them.

As a rule, this is due to the fact that hair color conflicts with type. Less common is skin color (but skin color is visually affected by hair and clothing color).

For example, SJDs with warm hair color (yellow-red or chestnut) will really look like “pale moths” in cold pastel colors of clothing. But if this is a real SJD (a gentle girl with graceful features), in bright and dark clothes she will look vulgar and rude. That is, it is easier to make the hair color colder, especially if the warm hair color is dyeing, and not a natural shade (as is most often the case). Many SJMs complain that warm pastel colors don’t suit them, but if such SJMs have black hair, it’s hard to imagine that such tones will suit them. It's worth changing your hair color, especially if it's not your natural color.

That is, this “the colors of my type don’t suit me” is most often due to the fact that there are already differences in the image and the colors argue with these differences, and not with the facial features.

The right colors (corresponding to the type) make facial features noble, even spiritual.

Why doesn't SZD, for example, accept black colors, hair and clothes?

Imagine that you are a garden designer and you need to beautifully present a stream (SZD - the element of water). The blue sky is reflected in the water, there is cold sand at the bottom of the stream, and light green grass around. Try to decorate such a stream with black cast iron or red brick, and you will get a sewer system, not a sparkling living stream. Water is too delicate and transparent an element to decorate it with something rough, hard and bright. You will overwhelm the advantages of the elements, suppress them. Therefore, SZD in a bright and tough image looks like a weak gray mouse, but in a transparent and thin image all the nuances of its natural beauty are visible.

And at VMI, on the contrary, all transparent and delicate colors disappear, it remains as if naked in contrast to the too subtle image. Imagine a real DMS (aggressive in features, even predatory) in a thin shirt of light blue shades with mother-of-pearl buttons. The more contrasting and harsher the features, the more contrasting the colors of the clothing and the heavier, stiffer the fabrics are needed. Conversely, the softer the features, the more diffuse the shades and softer the fabrics (and hairstyles) are needed. Dark colors suit DMS and DZD, not light ones. Such colors make their features aristocratic, while light and pastel colors, on the contrary, will forgive them and expose them ugly.

Imagine Anna Akhmatova, for example, in light golden angelic curls. She looks like a transsexual, doesn't she? Now imagine Marilyn Monroe with a geometric black bob. Does she look like a cigarette seller at the market?

DMOs make the mistake of dressing up in light beige suits or white shoes. Even white gold sometimes looks like a simple metal on them, because everything cold (childish) on pronounced parental types looks cheaper than it costs.

If you are the parent type but choose colors and especially styles of the child type, you will look like a servant. This has an ideological meaning. If you have matured but still look childish, then you are at the bottom of the social hierarchy. This is why SJM and especially JM in short dresses look like maids or cheap prostitutes. DMOs don’t look any better in bright shorts that go above the knees (not on the beach, but in the city) or T-shirts with children’s drawings. It seems that such dads dream of pony play (an erotic horse game where the horses are them).

One incorrect detail in the image, of course, does not cause such damage, but it can also break the entire image into parts. Yes, great charm covers up any mistakes in the image, but let me remind you how charm is formed?

Your charm is formed from people’s sympathy, from approving glances, through feedback. Just as confidence in your professionalism is based on the results of your work, so charm (the confidence that you are attractive - an open flow in the image resource) is based on a high assessment of your image. They like you, they admire you, their gazes stick to you, and in these glances there is not bewilderment, but fascination.

You can protect yourself from judging people with the help of a crown, but when faced with reality, the crown always falls, and the picture created in illusions breaks, after which it again needs to be put back together somehow. You can't get a flow that way. The real sympathy of people has real power. When your figure in the field grows, it becomes so strong that you begin to glow. Light comes from your eyes, your skin glows, your gestures and speech fascinate (attract attention). This is what it is - charm. If you have seen truly charming people, you may know that strong charm is not abstract, it manifests itself on a physical level. Many people notice that charm comes from within, but they think that they can just “tune themselves in.” Such “settings” are the cultivation of the crown if there is no feedback from the world. It’s stupid to think that you can convince yourself that you are great and then simply inspire this in people (for whom your importance is zero, that is, they are completely closed to your suggestion). No, the larger the crown, the harder it falls and the more destruction it brings when it falls.

Therefore, you need to start with gradual debugging of the image. In reality, not in illusions. First you need to get rid of obvious mistakes, contradictions and shortcomings in appearance. Try to create a harmonious image. Learn to receive sympathy and invest it in developing your image. And when the circulation of energy in this resource finally gets back on track, the very thing that will illuminate your image from the inside will begin to form. This is something, the main thing - not of a physical nature, but it can only be obtained physically, through objective activity, working with your body and wardrobe.

But such things cannot be done by simple self-hypnosis. Self-hypnosis, like gypsy hypnosis, is self-deception, and you become victims of your own fraud.

Let's discuss colors in the image?

Show photos of correct and incorrect combinations (type + color).

Types and classification of image

Introduction

Man lives in both the symbolic and the real world. We can identify a number of situations where we react precisely to the image, and not to reality:

This is the image-reputation that we rely on when contacting a bank or airline. An ordinary client is not able to rely on an annual report or audit, so he forms an independent image of the desired object under the influence of the media.

This is the image of a politician. Since the voter has no personal contact with him, he must respond to his symbolic representation in the form of an image. In the case of voting on party lists, the voter can also rely solely on the image of the party and its leaders.

This is the image of the product. If there are many objectively identical brands, for example, washing powders, beer or cigarettes, the buyer begins to react to the symbolic differences between them, previously implanted into the image of this product by specialists.

This is the image of the company, which arises as part of the intangible assets of the company when it is sold to another person. In this case, a significant part of the amount is paid precisely for its symbolic dimension.

The image in concentrated form sets the essence of a person or organization. Based on the image, we can build our relationship with this person. A simple truth follows from this: the more accurately we choose and build our image, the more effective communication will be.

Since a person lives not only in the real world, but also in the symbolic world, we can consider the image as a unit of this particular symbolic world. We actively operate with symbolic processes, in some cases without even realizing it. For example, speaking about the university as a temple of science, we make a metaphorical transfer of one symbolic construction in the form of the word “temple” to a completely different object. Many problems of the modern world are problems that can be solved precisely at this purely communicative level. They do not require serious material investments for their solution.

Types of images

Image has always been present, but in our time its importance is increasing sharply. This can be explained by the fact that the image is a natural product of processing large amounts of information. Since we are not able to store all this volume, we begin to use labels that refer to the situations behind them. Successfully selected shortcuts are pinned. In any situation we have such labels-images.

The image is a response to the demands of the context put forward by a specific historical period.

Image is iconic characteristics, where there is form and content. We must know the external signs that refer us to the meaningful characteristics of a given image.

Communications should never be limited to controlling one thing. Only an integrated approach can help in creating the right image.

The image exists because we ourselves react positively to it. It's just cultivating the right reactions. And in general, its positive aspect is that both parties generate types of behavior in which they themselves are interested.

Image represents the most effective presentation of a message, which is able to bypass the various filters that each person has. This is where the idea of ​​image arises as the public or external “I” of a person, which quite often may differ from his internal “I”. From the entire set of our characteristics, we must select those that will undoubtedly be positively assessed by others.

English researcher Eleri Sampson speaks of personal image as a combination of a number of external and internal factors that determine self-image, perceived image and required image. This typology reflects a view of the image from different positions: from the side of one’s self and from the side of other people, from the side of realities and from the side of desires.

Self-image stems from past experiences and reflects the current state of self-esteem. If you want to be respected, you must first learn to respect yourself.

Perceived image is how others see us. Naturally, this point of view may differ from the previous one. We often don’t know (especially for politicians) how they really treat us, how they really respond.

The required images of professions require certain and heavy characteristics. In some cases, this spore is caused by the type of clothing.

As you can see, image is a complex concept. Therefore, it can be analyzed from different perspectives. Let us dwell on three possible approaches to the functional image, in which different types of image are distinguished based on different functioning; contextual, in which these types are found in different contexts; comparative, in which similar images are compared.

The functional approach has several possible options: mirror, current, desired, corporate and multiple. Let's take a closer look at them.

Mirror. This image is characteristic of our self-image. Its disadvantage is minimal consideration of outside opinions. At the same time, he can determine the characteristics of leaders and organizations.

Current. This version of the image is typical for an outside view. It is in this area that PR finds its application, since lack of awareness, misunderstanding and prejudice shape the image of a politician or organization no less than real actions. The most important task here is to obtain not so much a favorable, but rather a correct, adequate type of image.

Desired. This type of image reflects what we strive for. It is especially important for created structures. Nobody knows anything about them yet, so it is the desired image that can appear as the only possible one.

Corporate. This is the image of the organization as a whole, and not of some individual divisions or the results of its work. Here is the reputation of the organization, its successes, and the degree of stability. This type of image is especially important for financial structures. This area should be of interest to those who work in the field of PR.

Multiple. This version of the image is formed when there are a number of independent structures instead of a single corporation.

The image should be holistic, consistent, and its individual features should not contradict one another. The systemic nature of the image is beneficial for the image maker, since it allows one introduced feature to evoke related characteristics in the mass consciousness. At the same time, it is not necessary to set the task of winning everyone’s love, as often happens.

The third possible image cut is comparative. In this case, we compare the image characteristics of, for example, two political candidates, two companies, two products. Such a clearer classification is necessary in order to have specific goals towards which a PR campaign can be aimed.

Let's add to our list of possible images the closed image characteristic of many Soviet and post-Soviet leaders. It is probably interesting because each consumer can add to it those features that he himself considers most convincing. This image, like a “black hole”, is ready to accept everything. And the less information the audience has, the more serious and significant the figure of such a politician begins to look.

We can also introduce the concept of a mythological image, by which we understand the leader’s subordination to certain myths that have developed in a given society.

The image is a reflection of the requirements of mass consciousness. It, as the most effective type of message in this type of communication, is able to pass through the filters of distrust and inattention characteristic of mass consciousness. The conservative nature of mass consciousness allows us to rely on models that have already been tested by humanity. The image operates in conditions that are not very favorable for its spread. For this reason, it must be structured in such a way that it is possible to achieve an unambiguous reaction to it from the audience. We can conclude: image is a rather complex phenomenon in which completely heterogeneous factors are intertwined. And all of them must be taken into account, since human perception also goes through many channels, and each of them must carry out its own specific work. We also believe that the main thing for creating an image is its communication component. Image is a tool for communicating with mass consciousness. That is why he exaggerates the image of a politician, giving clues to the mass consciousness, directing it to those points that are most significant to him.

The choice of the type or type of image determines the strategy and content of the activity to create it. For this purpose, image typologies were created. They were developed on the basis of general and special grounds according to the criteria of similarity and difference. Let us consider these basic foundations and the corresponding typologies of image.

image information emotion functional

IMAGE is a stereotypical image of a specific object that exists in the mass consciousness. As a rule, the concept of image refers to a specific person, but can also apply to a specific product, organization, profession, etc. The image is based on a formal system of roles that a person plays in his life, supplemented by character traits, intellectual characteristics, external data, clothing, etc. The image is formed both on the basis of the individual’s actual behavior and under the influence of the assessments and opinions of other people.

Image (Gritsanov, 1998)

IMAGE (English image - image) is a holistic, qualitatively defined image of a given object, steadily living and reproducing in the mass and / or individual consciousness. I. arises and is corrected as a result of perception and concomitant filtering of information about a given object coming from the external environment through a network of existing stereotypes. Any object in the surrounding reality can act as the owner of I. I. is socially conditioned and performs a number of important functions, which is expressed in the following: 1) I. reveals its existence only in the conditions of society; 2) the subject of I. is a person as a product of society - a social person; 3) the general characteristics of the idea of ​​a particular object (its valence, strength, certainty) depend not only on the object itself, but also on the characteristics of the specific society in which this idea is formed - on its values, norms, traditions, attitudes and etc...

Image- this is a combination of a number of variables, with form prevailing over content, a self-presentation option that focuses on the best qualities, increasing self-esteem and authority among potential consumers.

Image- the key to success is the correct concept of the development of public relations. Image exists in the minds of the buyer and consumer as an interconnected marketing flow of information that programs a figurative and emotional reaction. Work on creating an image is carried out purposefully and by various means through each of the channels of perception:

• visual,
• verbal,
• event-based;
• contextual.

Visual dimension forms an external image: compliance with the standards of business and formal clothing, accessories, hairstyle, demeanor, facial expressions, gestures.

In the verbal dimension- communication culture: speech, public speaking, reports, interviews, articles, business correspondence, ability to conduct a conversation on the phone.

Event dimension- this is the normative and ethical side of an action, behavior, activity in general, i.e. We are talking about a person’s reputation: the dynamics of image formation are determined by the reputation of the subject.

Contextual dimension is considered as an addition to the images of other people (relatives, friends, environment), which also affects a person’s reputation and image as a whole. Therefore, when working to form a personal image, the issue of reputation requires special attention.

Image creation technology involves the active use of two directions:

1. Descriptive (or informational), representing the image (of a leader, company);
2. Evaluative, existing as a stimulus for evaluations and emotions caused by information of varying intensity, carrying a certain emotional and psychological reaction.

Concept of image formation assumes the following stages of development for a successful movement:

• planning;
• organization;
• control.

Image structure includes 5 components:

1. Subject's image: society’s perceptions regarding unique characteristics:

• main benefits (benefits provided by successful completion of this program);
• additional benefits that provide distinctive properties (slogan, design, advertising, quality, etc.).

• professional competence;
• culture and communication skills;
• socio-demographic and physical data: age; floor; the level of education; presence or absence of physical defects;
• visual image;