Гюстав Лебон one of the first beginning to talk about that, as far as terrible to appear a man in crowd. His level of intellect goes down here, responsibility and independence fall, personality disappears.Conducting the great number of researches, Лебон proved that development or decline of society depended on biological instincts and literate speech strategies by means of that it is possible to manipulate the folk masses.His books "Psychology of people" and "Psychology of the masses" became one of the discussed and highly sought novelties of end of the XIX century, and interest does not calm down until now in them. In them the mechanism of influence is shown on the folk masses.Theodore Рузвельт translated and propagandized book Лебона, and his conclusions about existence collective unconscious were perceived by Зигмундом by Freud.In the format of a4.pdf is stored publishing layout.