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The article is devoted to the study of the peculiarities of advertising creativity. Creativity as a problem for analysis has always been of interest to sociologists, psychologists, economists. In recent decades, the economy of experience has been popular and has been in demand. The economy of experience involves the active use of emotions, emotional creativity, which is called to form an advertising message that is interesting to consumers. However, despite numerous studies of the problems of creativity by representatives of various sciences, some aspects of its use, for example, in advertising, are still insufficiently studied, which determines the topicality of the work. The aim of the article is to identify the features of formation advertising creativity. Measurements (indicators) of creativity (fluency, flexibility, originality, elaboration, semantic flexibility, figurative flexibility, spontaneous flexibility) and their examples in advertising are considered. Features of emotional creativity are analyzed, which may include the development or modification of standard emotions to better adapt to the needs of the individual / group or the development of new forms of expression of emotions. Examples of Ukrainian advertising practices illustrating the use of tools for formation of creative content according to J. Goldberg are given: unification tool, activation tool, metaphor tool, subtraction tool, extreme consequence tool, absurd alternative tool, inversion tool, extreme effort tool. The criteria of creativity are noted: novelty, efficiency, authenticity, and all three of these criteria work only together. The question of the efficiency of advertising creativity is considered: the most famous formula for the impact of advertising product AIDA provides answers to questions about the functions of creativity in advertising - to attract attention, create an emotional response and as a result interest, create a need, stimulate to action. This focuses on the emotional component, emphasizing that without emotion, the chain of effectiveness of the advertising message will not work. It is noted that at each stage of the impact of advertising, creativity can be both functional and dysfunctional. Functional, ie one that contributes to the ultimate goal of advertising – to sell a product / change the pattern of behavior (for social advertising) creativity may be under certain conditions. The conditions of functional and dysfunctional creativity are indicated. Consideration of the conditions of functionality of the advertising creativity allowed us to highlight its features. These are: relevance of the advertised product; adaptation to consumer needs, namely: conformity with consumer values; heterogeneity: the type of creativity may differ depending on the target audience, the stage of the product life cycle and the advertising message; focus on ethical norms. The line between creativity and insults, discrimination can be sensitive. Emotional perception is a key factor in the communicative efficiency of the advertising message.

In the article the analysis of modern researches of the personality of employees of the state employment service has been carried out. The psychological aspects of the lack of desire for self-development and self-knowledge of employees of the State Employment Service of Ukraine are described. The 53 persons (38 of which have no higher education) are retraining at psychologist at the Institute of Personnel Training SESU) took part in the research. The revealed factors that have an influence on the indicator of personal self- development of the employees of the SESU: orientation in time, creativity and plasticity of behavior, empathy, emotional management, taking responsibility for their emotions, motivating achievement.

A new diagnostic tool has been proposed for use in modern corporations to support a wide range of problems related to the interaction of company staff in solving work tasks. This new development combines the strengths of tools already used in this field, namely, DISC and MBTI.

The tool contains a description of 4 factors and 16 types based on these factors, as well as a questionnaire on 33 questions, which identifies the respondent's affiliation to the type based on the assessment of the result for each of the 4 scales. For the types, practical principles for the transition from the type to its place in the corporate organizational structure have been proposed, as well as the types are associated with commonly known archetypes for their intuitive understanding. An example of an organizational structure consisting of the proposed types has been provided, but at the same time it reflects the typical organizational structure of an economical corporation.

An empirical study of the reliability for new questionnaire in a sample of more than 2,300 respondents from the Internet search engines users has been conducted. Sufficient levels (> 0.7) of Cronbach's alpha and MacDonald's omega are shown in exploratory and confirmatory factor analysis for each of the factors. The factors independence is shown as well. The proposed scales are also compared with the scales of methods for assessing emotional intelligence and creativity.

Thus, the proposed typology is designed to solve a wide range of organizational tasks from building a new organization to optimizing the use of staff in existing project teams, and the work of recruitment and staff development departments.

The article raises issues of development of the new University ethics based on the Ukrainian higher education conventions institutions and on the transition to the European educational tradition. On the other hand, a new ethic is influenced by the immersion of mankind on the Internet. The honour as prime category of etics, needs a new definition in the 21st century. It should be noted that there is a new social reality that is characterized by the super-fast pace of life, events and changes. It leads to an increase in uncertainty and insecurity of the individual in the face of reality, and to refusal of a person to achieve perspective for temporary, immediate results. Instant information exchange between the most remote places on the planet leads to non-critical perception of information and to dependence on it. One of the alarming symptoms of uncontrolled absorption of information is plagiarism as blurring the line between the personal and the common. Changes in society in terms of global information flow require the definition of a new ethics of discourse, which is based on the achievement of consensus between all people, on the awareness of changes, on the work on the most problematic points in the human/social system, and on the clear definition of the rules of work with information and plagiarism. Contemporary education must respond to these civilizational challenges and prevent the leveling of personal creativity and work. Together with sociology, philosophy, Ukrainian studies, pedagogics should be involved in determining the degree of responsibility of each person for those processes that take place in society.

It has been stated in the article that the development of scientific communication contributes to extending the role of scientific libraries, in which the professional competence of librarians is related to their knowledge of metadata and experience of working with large collections of documents. One of the tasks of the modern scientific library is to ensure completeness of search, quality of collection, selectivity of processing, reliability of storage, promptness of spreading information. The results of this professional activity can be transformed into intellectual property objects. Library professionals use bibliometric research methods to help them solve their professional tasks, which help in decision-making when purchasing magazines and databases; in library fund analysis; study of publications; researching statistics on the use of electronic documents. It is revealed that in recent decades, bibliometry has become a standard tool for scientific policy and research management in various fields of science.Bibliometry covers such research methods as citation analysis; analysis of reference journals; analysis of quantitative characteristics of primary documents; quantitative analysis of publications of individual authors and their citation; quantitative analysis of scientific publications of particular countries of the world, states, and certain teams of scientists; theoretical issues, including the study of patterns of growth, aging and rank distribution of scientific documents; content analysis of scientific documents; other issues related to spreading scientific documents. Such research requires library staff of creative ability and professional competence. Today's means of social communication define the new tasks for libraries, the activities of which are related to intellectualization of the library sphere. The results of bibliometric research may be subject to copyright, provided that they meet the criteria of safety, have signs of creativity and novelty.

The author of the article shows that conflicts attract the attention of representatives of various fields of knowledge (philosophy, sociology, conflict studies, psychology, history, political science, jurisprudence, military science, culturology, art, ethnology, pedagogy and etc.), in particular, in order to develop optimal ways to resolve them at various levels of deployment of conflict confrontation between different parties. Emphasizes that conflict should be considered as one of the types of social interaction. Its participants can be individuals, human groups, organizations, institutions, societies, countries, states and so on. Phenomena of conflicts, from ancient times to the present, in various artistic forms reflect the reality of a certain era and features of historical time. Artistic understanding of the phenomena of conflicts complements, strengthens and facilitates the scientific analysis of the problems of conflicts and the dynamics of their course. Analyzes the reasons that, since cinema is one of the most popular art forms of today, combining creativity and production, cinema itself can be actively involved in the processes of deconflict of Ukrainian society. Indicates the specifics of feature film: it affects the deep layers of consciousness, touches all the strings of the human soul and at the same time reflects the current problems of today; forces the viewer to identify with the characters of the film and actively include their ideals, principles, behavior and thinking in their real lives. He concludes that cinema, given its subject matter and plot, plays a significant role in shaping both aggressive and peaceful behavior of people, ie it can contribute to either increasing the level of conflict situations in society, or their leveling. Proves that in order to reduce the level of conflict in society, it is necessary to reduce the number of films that contain open displays of violence, bloody scenes and large-scale plans of terror; it is necessary to increase the number of high-quality Ukrainian films of patriotic orientation.

The article's analysis focuses on the ontological aspects of social existence harmonious. Ethical principles of good are the main de-confliction mechanisms, factors that are reproduced and responsible for solving the problem of social and individual order. Universal ethical values - freedom, love, responsibility, creativity is a preexisting knowledge that produces, translates and reproduces the coherence practices of co-existence at both individual and social levels. It is revealed that the functionality of the latter is reproduced in the space of productive communication experience, which acquires personality in the social interaction context. The "threat" to ethical knowledge, which is the ontological basis of the social being organization, is the problem of ethics relativity. This problem arises and spreads as a result of the ethical knowledge objectification, its transformation into a thing. In other words, it is the transformation of universal values, the goals of ethics as spiritual phenomena, into the means of
achieving individual desire, personal well-being, the tools of satisfying my selfish desires, that transforms a person into a conformal consumer. From ancient hedonism to modern versions of transhumanism, ethical relativism theories continue to actively raise questions about the relevance of the ethical absolutism principles. It is noted that the dissonance that arises in connection with the actualization of the ethics relativism question indicates an aggravation of the formalization problem of spiritual knowledge. Consequently, ethical conformity is required to conform to the ontology of social being. This correspondence is based on the absoluteness of ethics as a condition for the functioning of harmonious social relations - on the one hand, and human development - on the other. Thus, the analysis of the consolidation mechanisms of human being, its integrity, harmony, should focus on the actualization of the ethical absolutism issue, which is particularly acute in today's conflict world. It is this perspective that explores the problems of integrating social and individual order and provides tools and solutions.

The question of the functioning of the ethnocultural tradition in the post-colonial period is considered, which is a significant factor in the unification of the Ukrainian nation. The article focuses on the fact that folk art, namely the manufacturing and embroidery of a towel, is an embodiment of the ideals of folk thinking and ideological foundations, where symbols-amulets of our people are coded for many centuries. Attention is drawn to the peculiarity and widespread use of a towel as an amulet to many ritual acts of family and calendar ceremonies. The organizational measures and carrying out of modern cultural projects in independent Ukraine, which prompt the revival of folk traditions in the post-colonial period, are explored. A vivid example was the All-Ukrainian cultural and artistic, sociopolitical project "Towel of national unity" as a consolidating factor for uniting Ukrainian society. The role of the handmade artwork (more than one and a half thousand masters were attached to the manufacturing and embroidery of a towel) was evaluated in the awakening of national consciousness and patriotism. It was noted that the citizens and representatives of the Ukrainian diaspora, people of different nationalities and religious denominations, men and women of all ages, and even children, participated in this cultural and patriotic action. All participants of the cultural activity united one goal - to create a guard for Ukraine "Towel of national unity". This Towel can really be called the symbol of Ukraine's unification, because this is a self-organized cultural event, aimed to unite and indivisible all regions of our state, uniting of Ukrainians both in Ukraine and abroad. It is shown on a concrete example how people can unite around the idea, show their creativity, opportunities and realize it in life. It is proved that the ethno-cultural heritage of Ukrainians undoubtedly influences the development of the national culture and supports the ethno-cultural policy aimed at uniting Ukrainian society.

The article is devoted to the existence and development of domestic sociological science in the Soviet period. The author tries to prove that even during the totalitarian regime sociology tried to develop. Thus, the development of sociological science, which slowed down greatly during the totalitarian regime, intensified in the era of the "thaw", when thousands of scientists in the USSR were attracted in so-called "social forecasting", conducting and implementing a number of research programs of an applied nature by order of the party and state leadership. Thus, in the Ukrainian SSR a process of revival and formation of sociological science began in the 50-60's of the twentieth century, albeit rather slowly and in the form of irregular research. The article argues that the mentioned revival became possible due to a number of objective factors: the liberalization of the political system associated with economic reform and the urgent need for practical social knowledge. During this period Ukrainian sociology had only a regional status, which on the one hand did not provide such broad opportunities as the "central" Russian science, and on the other hand, it contributed to specific differences and a certain freedom and creativity. But such an imbalance also brought some benefits, since remoted from the center academic institutions were freer in choosing areas of pedagogical and sociological work, therefore they were more likely to gain experience in creating various specialized training in this scientific field and thematic sociological research. The article also analyzes the fact that, taking into account the ideological postulates, sociology in the USSR has always been considered a science that deals primarily with social relations in the field of production. That is, it was assigned the role of scientific substantiation and development of long-term social policy and ways of its implementation in the form of " plans of social development ". Thus, the renewal of sociology in Ukraine was determined by the practice of economic and social planning in particular, and the entire period of the 60's - early 70's in Ukrainian sociology was held under the auspices of industrial sociology.

The real Ukrainian situation connected with creation of projects of the future of the country during all previous years of the newest Ukrainian independence has been analyzed. It is indicated on the process of developing projects of the common future of Ukraine as one of the consolidating community of factors. The emphasis is on the specificity of the formation of joint future projects in the post-colonial (transition) period. This is a characteristic of the four main, according to the author, the projects of the Ukrainian future, which had a public response during the post-Soviet period of Ukraine's development. Among them: 1. Ukraine becomes a full member of the European Union, overcoming the final defects of the postcolonial period of its own existence and becoming a civilized European modern, democratic, independent social state. 2. Ukraine becomes part of the new Kremlin Empire and part of the "Russian world". 3. Ukraine focuses only on its own strength, becomes independent of the East and West and is not part of any more global alliances. 4. Ukraine goes to Europe together with democratic Russia. The article notes the utopia of the project of building a democratic Russia. It is concluded that the desirable short-term future for Ukraine should be its actual entry into the European Union as a full member of this community; joining NATO and victory in the war with the Russian aggressor as a condition for a guaranteed future; the cultural and intellectual prosperity of a country with an effective economy, democratic principles of politics and mass creativity of its citizens-actors of creating a dream-like future and ways to build a European state and nation. Over the projects of the future of Ukraine, we need to work constantly and seriously on all the intellectual forces of the country, in order not to again make all the people victims of others and their own unsuccessful experiments and criminal utopias.

The article is devoted to the actual problem of psychological support of the transition of office workers to remote work. The purpose of the article is the definition of psychological and socio-demographic determinants of the activities of managers in the context of junior personnel transfer to virtual / home office. This problem is considered on the example of IT-professionals (n = 182) from four countries of Central and Eastern Europe. It is proved that the basic dispositional features that contribute to the realization of the activity potential are conscientiousness and openness to experience. Among the value orientations such predictors are the orientations towards competent and tolerant leadership. Another important thing is the value orientations of altruism and independence. The author makes conclusion that duing formation of uncertainty in their actions, individual personal traits play a great role, especially such traits as: ease of occurrence of negative emotions, individualism, preference for independence, disorganization, spontaneity, low level of purposeful behavior. Therefore, an orientation towards social support makes it difficult to implement an orientation towards quality in an activity and reinforces the lack of self-confidence feelings. It was revealed that under conditions of restructuration dispositional factors begin to play a major role, and the degree of value regulation decreases. In addition, the author suggests that a low level of integrity promotes creativity. This can be explained by the fact that an individual, who has such low level, remains open for longer to various possibilities of thought and action. The results of the analysis of the research data indicate that value orientations act as a kind of basis. They head the realization of the personal characteristics of a specialist in professional activity and they are important qualities in everyday life. In the article it is determined that the desire for success decreases in the specialists who get older, and the value orientations for support and leadership contribute to this aspiration. The author has shown that openness of experience, combined with tolerant leadership, is a prerequisite for determination in promoting organizational change.

The results of empirical research devoted to the study of individual psychological characteristics of individuals engaged in social entrepreneurship in Ukraine are considered in this article. Social entrepreneurship is a new area of practice that is developing rapidly but is still insufficiently studied in psychology. Foreign research projects compare social entrepreneurs' personal traits with the ones of traditional entrepreneurs, members of the general public, employees in the same area of activity, volunteers, etc. There are such personal traits of social entrepreneurs that have a higher level of development (compared to others) as empathy, willingness to take risks and to cooperate and develop social networks, creativity, need for autonomy and independence, optimism, trust in others, belief in positive social changes, ability to cope with obstacles on their way to social mission implementation. Most researchers emphasize the developed sense of social responsibility, moral obligations towards others, self-sacrifice of social entrepreneurs. As a result of the empirical research of individual psychological characteristics of individuals engaged in social and traditional entrepreneurship in Ukraine psychological particularities within each group of entrepreneurs have been determined. A psychological portrait of social entrepreneur has been compiled based on the obtained empirical data: an active, focused on the external world, intent on reflection and introspection, receptive to obtain new knowledge, hardworking, creative, relatively emotionally stable, moderately conformable and ambitious individual, which is characterized by a high level of empathy and an internal locus of control, which can work successfully both as a team member and independently, which can adequately estimate their capabilities and make right decisions in situations of uncertainty and risk. The differences between groups of traditional and social entrepreneurs in such factors as «Openness» according to the Big 5 Personality Traits, «Сreative tendency», «Calculated risk-taking», «Internal locus of control» according to the General measure of Enterprising Tendency (GET) test, as well as according to the Balanced Emotional Empathy Test have been detected. Based on these findings one can conclude that a phenomenon of social entrepreneurship is a dynamic process that meets the urgent needs of society, corresponds to individual motives and is determined by the specifics of professional tasks we solve, and therefore by the type of business activity in general.

The article highlights the results of the study of health as a subject of research within the psychological scientific fields. The scientific status of the concept of «psycho-emotional health of the individual» is substantiated; its structural and component composition is presented in the staging plan. The context of the constructs «mental health», «psychological health», «emotional health» in the expansion of scientific ideas about the psycho-emotional health of students is proved.
Based on the results of factor analysis, it is established that the basis of psycho-emotional health of the individual in early adulthood is the severity and significance of emotional experiences, features of the psycho-emotional sphere of personality, emotional maturity, emotional awareness, and emotional saturation of life.
As a result of using factor analysis as a means of determining correlations, a four-factor model has been established, which is aimed at determining the basics of students' psycho-emotional health. It has been empirically established that the first factor (based on expressiveness, self-regulation, empathy and integrative level of emotional maturity, emotional awareness, and integrative level of emotional intelligence) is the most loaded.
The second factor was formed by indicators of psychological resourcefulness of the individual. These are such indicators as: «success», «self-confidence», «love», «creativity» and others. At the negative pole is «maladaptation». Regarding the third factor, which is conditionally called «means of self-regulation», it was formed, in particular, indicators of the following content: «work on yourself», «control», «risk-taking», as well as the parameters of meaningful life orientations. The negative poles of this factor were «consolidation» and «escanism». The fourth factor is the factor of «social conditioning». It is formed by a number of indicators: «helping others», «satisfaction with the learning process, relationships with classmates and learning activities» and others. At the negative pole of this factor is «emotional discomfort».
As a result of the factor analysis, it seemed possible to establish the vectors that form the plane of the foundations of students' psycho-emotional health. The results of multiple regression analysis contributed to the certainty in the research position on the development of psychological strategy, which takes into account the most important segments, the set of which represents the basics of psycho-emotional health of higher education, and which can be considered its predictors.
Thus, determining the stages of the psychological experiment (orientation-motivational, executive, reflective-evaluative), it seemed possible to specify the current tasks and direct the psychological support of their solution.

The relevance of the study is due to the especially sharp of late issue of the competition in world markets, which requires strengthening of innovation component from the economy of any country, including Ukraine. Ukrainian enterprises with innovation activity are able to maintain high growth rate in the long term. The main component in the effectiveness and efficiency of carrying out innovative processes at an enterprise is its innovation potential, including professional staff that is quite difficult to estimate given the rapid changes of the fulfilled tasks. The purpose of writing this article is the analysis of existing approaches to the evaluation of the innovative potential of enterprises and their improvement taking into account the peculiarities of service enterprises, the formulation of the task of innovation management and the main directions of development of innovation potential of an enterprise. We applied system approach, methods of analysis and synthesis and the method of modeling when carrying out research. The task of innovation management of an enterprise was formulated. A methodological approach to the evaluation of the innovation potential of enterprises in the sphere of services is attached. This approach will allow the heads of the enterprises in the sphere of services to monitor creativity and collective intelligence of the employees, to assess an enterprise on innovation and make timely decisions to eliminate the deficiencies. It was stressed that special measurements, quantitative evaluation of the intellectual, professional, educational, and other qualitative characteristics of the potential of employees is quite a difficult task, to perform which the expert methods are used based on interviews, surveys of executives, business owners and prominent managers. The main directions of stimulating the development of the innovation potential of an enterprise were formulated. A conclusion was made that under current conditions, in the absence of perfect methods of evaluation of innovation potential of the services industry, review and comprehensive application of different methods proposed in economic literature will allow obtaining more reliable information for justified management decision–making regarding the management of the innovation potential of an enterprise, introducing relevant changes into the components of the innovation potential to ensure its adequacy to the set innovation goals and increasing a general level of competitiveness in the given industry and in the global market as a whole. The scientific novelty of the research lies in improving the methodological approach to the evaluation of the innovation potential of an enterprise on the basis of the complex of main indicators specific to services and consideration, during the evaluation of personnel, of the innovation potential of an enterprise. The proposed approach allows analyzing the level of innovation potential of enterprises in the different spheres of activity: production, services, state government, commercial and others, where the innovation potential acts not only as a set of available and adequately allocated resources, but also as approved management decision or immaterial object. Since under modern conditions we tackle dynamic market of goods and services and the businesses need to respond quickly to these variable factors of influence, further studies might be directed to determining the capacity and speed of the enterprises to respond to these changes, in particular the ability of the staff to work efficiently and to realize the innovation potential under these conditions.