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Today's political advertising is as an integral part of the media, it forms and corrects the consciousness of mass. The concentration of political advertising increases with intervals every five years when Ukrainians elect the President. A nuanced analysis of election slogans is relevant for determining the techniques of influencing collective consciousness, their results, preventing negative consequences and avoiding undesirable results.The task of the research is to determine the semantic similarity of candidates' election programs, their slogans and associations, which slogans trigger in a conscious audience. The goal is to carry out a comparative analysis of indicators of semantic similarity and to determine the formula for developing a successful election campaign, to find out what needs to be focused on: emotion or rationality.An object of the study is election programs and the slogan of candidates for the presidency of the 2014/2019 political campaign. A subject of the study is the semantic similarity of the election programme and the slogans of the candidate and associative incentives representing the language trends of the political campaign in Ukraine. The main methods for research were the distributive method, to determine semantic similarity, and a comparative analysis to compare the obtained indices.An associative experiment was carried out, 180 people were involved. Recipients were given 50 slogans (five units for each candidate in 2014 and 2019). They had to give 5 reactions to each slogan. The next step was to analyze the semantic similarity of slogans and associations, slogans and election programs of each candidate with the help of ARM NDK service. Obeyed results were compared. Thus, in 2014, the emphasis is put on the incentives "to be liked by", "to stick in memory". The analysis of the 2014 political campaign shows that political technologists appealed to emotions of people. To conclude, in 2019 year political technologists are focusing on election programs, real actions and appeals not to emotions, but to rational thinking of recipients. But a strategy, in which candidates focus on appealing to the emotions through slogans, to "be liked by" people, becomes twice winning. ; Статья посвящена изучению политического дискурса, в частности политической рекламы как средства воздействия на массовое сознание. Определена семантическая близость предвыборных программ кандидатов, их слоганов и ассоциаций. Установлено, что техника призыва к эмоциям народа через предвыборные слоганы стала дважды выигрышной. ; Статтю присвячено вивченню політичного дискурсу, зокрема політичної реклами як засобу впливу на масову свідомість. Визначено семантичну близькість передвиборчих програм кандидатів, їхніх слоганів та асоціацій. Установлено, що техніка апелювання до емоцій народу через передвиборчі слогани стала двічі виграшною.

Today's political advertising is as an integral part of the media, it forms and corrects the consciousness of mass. The concentration of political advertising increases with intervals every five years when Ukrainians elect the President. A nuanced analysis of election slogans is relevant for determining the techniques of influencing collective consciousness, their results, preventing negative consequences and avoiding undesirable results.The task of the research is to determine the semantic similarity of candidates' election programs, their slogans and associations, which slogans trigger in a conscious audience. The goal is to carry out a comparative analysis of indicators of semantic similarity and to determine the formula for developing a successful election campaign, to find out what needs to be focused on: emotion or rationality.An object of the study is election programs and the slogan of candidates for the presidency of the 2014/2019 political campaign. A subject of the study is the semantic similarity of the election programme and the slogans of the candidate and associative incentives representing the language trends of the political campaign in Ukraine. The main methods for research were the distributive method, to determine semantic similarity, and a comparative analysis to compare the obtained indices.An associative experiment was carried out, 180 people were involved. Recipients were given 50 slogans (five units for each candidate in 2014 and 2019). They had to give 5 reactions to each slogan. The next step was to analyze the semantic similarity of slogans and associations, slogans and election programs of each candidate with the help of ARM NDK service. Obeyed results were compared. Thus, in 2014, the emphasis is put on the incentives "to be liked by", "to stick in memory". The analysis of the 2014 political campaign shows that political technologists appealed to emotions of people. To conclude, in 2019 year political technologists are focusing on election programs, real actions and appeals not to emotions, but to rational thinking of recipients. But a strategy, in which candidates focus on appealing to the emotions through slogans, to "be liked by" people, becomes twice winning. ; Статья посвящена изучению политического дискурса, в частности политической рекламы как средства воздействия на массовое сознание. Определена семантическая близость предвыборных программ кандидатов, их слоганов и ассоциаций. Установлено, что техника призыва к эмоциям народа через предвыборные слоганы стала дважды выигрышной. ; Статтю присвячено вивченню політичного дискурсу, зокрема політичної реклами як засобу впливу на масову свідомість. Визначено семантичну близькість передвиборчих програм кандидатів, їхніх слоганів та асоціацій. Установлено, що техніка апелювання до емоцій народу через передвиборчі слогани стала двічі виграшною.

Today's political advertising is as an integral part of the media, it forms and corrects the consciousness of mass. The concentration of political advertising increases with intervals every five years when Ukrainians elect the President. A nuanced analysis of election slogans is relevant for determining the techniques of influencing collective consciousness, their results, preventing negative consequences and avoiding undesirable results.The task of the research is to determine the semantic similarity of candidates' election programs, their slogans and associations, which slogans trigger in a conscious audience. The goal is to carry out a comparative analysis of indicators of semantic similarity and to determine the formula for developing a successful election campaign, to find out what needs to be focused on: emotion or rationality.An object of the study is election programs and the slogan of candidates for the presidency of the 2014/2019 political campaign. A subject of the study is the semantic similarity of the election programme and the slogans of the candidate and associative incentives representing the language trends of the political campaign in Ukraine. The main methods for research were the distributive method, to determine semantic similarity, and a comparative analysis to compare the obtained indices.An associative experiment was carried out, 180 people were involved. Recipients were given 50 slogans (five units for each candidate in 2014 and 2019). They had to give 5 reactions to each slogan. The next step was to analyze the semantic similarity of slogans and associations, slogans and election programs of each candidate with the help of ARM NDK service. Obeyed results were compared. Thus, in 2014, the emphasis is put on the incentives "to be liked by", "to stick in memory". The analysis of the 2014 political campaign shows that political technologists appealed to emotions of people. To conclude, in 2019 year political technologists are focusing on election programs, real actions and appeals not to emotions, but to rational thinking of recipients. But a strategy, in which candidates focus on appealing to the emotions through slogans, to "be liked by" people, becomes twice winning. ; Статья посвящена изучению политического дискурса, в частности политической рекламы как средства воздействия на массовое сознание. Определена семантическая близость предвыборных программ кандидатов, их слоганов и ассоциаций. Установлено, что техника призыва к эмоциям народа через предвыборные слоганы стала дважды выигрышной. ; Статтю присвячено вивченню політичного дискурсу, зокрема політичної реклами як засобу впливу на масову свідомість. Визначено семантичну близькість передвиборчих програм кандидатів, їхніх слоганів та асоціацій. Установлено, що техніка апелювання до емоцій народу через передвиборчі слогани стала двічі виграшною.

In the article Ukrainian unit onomastic space, the object of study of ergonomics as the science of names of various groups of people in the political, scientific, cultural, industrial, commercial, banking and finance and other fields. Firmonimy (ergonems) analyzes of semantic markedness position that causes their functioning in firmonimikoni Mykolavschyny. The main motivational signs that serve as factors in the appearance of these elements in the language. The basic trends in the formation company names region, including vidapelyatyvna nomination, advertising motivation, influence of western cultural stereotypes as extra-linguistic factor to the system of proper names. It is indicated in the necessity of solving the problems of modern Ukrainianization company names as the southern region and the country. ; Анализируемый семантический потенциал единиц рассмотрен в системе эргонимики, представляющей собой науку о количественно значительном сегменте онимного пространства – названиях разнообразных объединений людей в политической, научной, культурной, производственной, торговой, банковско-финансовой и других сферах, которые органично образуют фирмонимикон г. Николаева. ; Аналізований семантичний потенціал одиниць розглянуто в системі ергономіки, що являє собою науку про кількісно значний сегмент онімного простору – назви різноманітних об'єднань людей у політичній, науковій, культурній, виробничій, торговельній, банківсько-фінансовій та інших сферах, які органічно утворюють фірмонімікон м.Миколаєва.

In the article Ukrainian unit onomastic space, the object of study of ergonomics as the science of names of various groups of people in the political, scientific, cultural, industrial, commercial, banking and finance and other fields. Firmonimy (ergonems) analyzes of semantic markedness position that causes their functioning in firmonimikoni Mykolavschyny. The main motivational signs that serve as factors in the appearance of these elements in the language. The basic trends in the formation company names region, including vidapelyatyvna nomination, advertising motivation, influence of western cultural stereotypes as extra-linguistic factor to the system of proper names. It is indicated in the necessity of solving the problems of modern Ukrainianization company names as the southern region and the country. ; Анализируемый семантический потенциал единиц рассмотрен в системе эргонимики, представляющей собой науку о количественно значительном сегменте онимного пространства – названиях разнообразных объединений людей в политической, научной, культурной, производственной, торговой, банковско-финансовой и других сферах, которые органично образуют фирмонимикон г. Николаева. ; Аналізований семантичний потенціал одиниць розглянуто в системі ергономіки, що являє собою науку про кількісно значний сегмент онімного простору – назви різноманітних об'єднань людей у політичній, науковій, культурній, виробничій, торговельній, банківсько-фінансовій та інших сферах, які органічно утворюють фірмонімікон м.Миколаєва.

In the article Ukrainian unit onomastic space, the object of study of ergonomics as the science of names of various groups of people in the political, scientific, cultural, industrial, commercial, banking and finance and other fields. Firmonimy (ergonems) analyzes of semantic markedness position that causes their functioning in firmonimikoni Mykolavschyny. The main motivational signs that serve as factors in the appearance of these elements in the language. The basic trends in the formation company names region, including vidapelyatyvna nomination, advertising motivation, influence of western cultural stereotypes as extra-linguistic factor to the system of proper names. It is indicated in the necessity of solving the problems of modern Ukrainianization company names as the southern region and the country. ; Анализируемый семантический потенциал единиц рассмотрен в системе эргонимики, представляющей собой науку о количественно значительном сегменте онимного пространства – названиях разнообразных объединений людей в политической, научной, культурной, производственной, торговой, банковско-финансовой и других сферах, которые органично образуют фирмонимикон г. Николаева. ; Аналізований семантичний потенціал одиниць розглянуто в системі ергономіки, що являє собою науку про кількісно значний сегмент онімного простору – назви різноманітних об'єднань людей у політичній, науковій, культурній, виробничій, торговельній, банківсько-фінансовій та інших сферах, які органічно утворюють фірмонімікон м.Миколаєва.