Neuro-Psycholinguistic Study of Political Slogans in Outdoor Advertising

Abstract

Introduction. The article presents the results of a neuropsychological study in outdoor advertising. Diagnostic capabilities of the neurointerface to evaluate the efficiency of passwords are considered. The leasing process and existing methods of performance evaluation are highlighted. The specificity of neuropsycholinguistics in the approach to the analysis of the mental activity of the individual in the acquisition and use of language is shown. The ultimate goal of this neuropsycholinguistic study is to find out what exactly pleases the voter and what prompts the candidate to support the electorate of a particular region, which in turn will allow him to adjust the content of political advertising by making it highly effective. Methods and Techniques of the Research. The EMOTIV Epoc + mobile 14 channel neurointerface was used to study the neuropsychological study of political slogans from outdoor advertising. In addition, we have used professional EEG monitoring software to visualize brain electrical activity and to transform transformed EEG indicators in the form of basic cognitive-emotional indicators: EmotivPRO and EMOTIV Brain Activity Map. Ranking of slogans on the effectiveness of influence on the electorate was carried out on the basic raw EEG data and their transformation into cognitive-emotional indicators: stress, interaction, interest, excitement, concentration, relaxation. This set of neuropsychological techniques is a relevant highlight. The poll was attended by potential voters in the 2019 presidential election. The sample size is 30 men and 30 women. Results. As a result of a neuropsychological study of political slogans on outdoor advertising, it was found out which slogans are the best, good, mediocre, ambiguous, ineffective, ineffective and negative for voters. The results of the study were published on November 16, 18 on the social network “Feusbuk” and November 20, 18 on the TV channel “True here” in the broadcast “In the field of excitement” issue No 24. Conclusions. Summarizing the findings and interpreting the cognitive-emotional indicators, it was concluded that in order to create an effective psychological impact on the voter’s behavior, it is recommended to have the word “Ukraine” in the slogan, to avoid the motivating words (for women, it is the army and everything related to violence and death, and for men everything related to the provision of material goods), the use of religious sentimentality in women, and gender mainstreaming when targeting slogans.

Keywords

• political advertising, slogan, user experience, subconscious reactions, neuropsycholinguistics, neurointerface, cognitive-emotional indicators, electorate.