Research on the Experience of Users of Political Slogans in Ukraine

Bohdan TKACH, Lesia LYTVYNCHUK, Ihor POPOVYCH, Olena BLYNOVA, Larysa ZAHRAI, Liybomyra PILETSKA

Abstract


The study partly reveals “Zelenskyi’s phenomenon”, when a person without any political experience confidently won a victory over an experienced politician at the presidential and parliamentary elections. The paper considered neuropsychological understanding of a brand as a multi-modal image with emotional connection and as an artificial addiction. Specific features of the perception of political slogans were studied with EMOTIV Epoc+ 14-channel mobile neurointerface and EmotivPRO and EMOTIV Brain Activity Map software. The ranking of slogans in terms of the efficiency of perception of the individuals of 40-60 years old was carried out on the basis of EEG and the cognitive and emotional indexes: obtained stress, interaction, interest, excitement, concentration, relaxation. The study involved 30 men and 30 women who intended to vote in the presidential elections of 2019. It was established which slogans are the best, good, average, ambiguous, with little effect, ineffective, with a negative effect. It was determined that the most effective and at the same time efficient slogan that evokes emotions and really encourages to support is PRESIDENT IS PEOPLE’S SERVANT. The best slogan that appeals to support it is “We Are Ukraine”, “New Policy of Ukraine”, “Country of Strong People!” The basic cognitive and emotional indexes that would contribute to the creation of effective psychological impact on voters’ behavior are the presence in the slogan of the word “Ukraine”, the avoidance of the so-called “stop words” (for women it is “army” and everything related to violence and death, and for men it is everything related to the provision of material benefits), the use of religious sentimentality in women and gender differences in slogans targeting. The value of the studied phenomenon and the efficiency of slogans and other media products before launching them into mass advertising has been proved.

Keywords


Cognitive and emotional indexes; subconscious reactions; neuropsycholinguistics; electorate; motivation for action

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DOI: http://dx.doi.org/10.18662/brain/12.1/173

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