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The qualification work analyzes the structural and semantic features of the programs of candidates for President of Ukraine. The essence and types of political program are considered. The communicative roles of politicians and communicative strategies and tactics of their implementation are revealed, their comprehensive description is given. Changes in language features in the pre-election texts of 2010, 2014, 2019 are established. ; У кваліфікаційній роботі проаналізовано структурно-семантичні особливості програм кандидатів у Президенти України. Розглянуто сутність і типи політичної програми. Виявлено комунікативні ролі політиків і комунікативні стратегії й тактики їх реалізації, подано їх характеристику. Простежено динаміку мовних особливостей у передвиборчих текстах 2010, 2014, 2019 рр.

Politicaldiscourse has become an integral part of not only political sphere but social life in general. Political leaders improve the meansof influencing the target audience while journalists and experts carefully analyze implementation of their communicativestrategies and their effectiveness. The election speeches of the 2012 US presidential candidates are of considerable interest forlinguistic research on the prospect of the analysis of the implementation of traditional strategies by representatives of differentpolitical camps under the conditions of difficult economic, political, and social situation in the country at the election period.The 2012 elections were held in a difficult economic, political and social situation in the country. Under such conditions,candidates needed to make great efforts to find the right balance between their historically specific political strategy and newchallenges faced by the American people in order to keep their traditional supporters and get opponents' voters. Candidatesunderstood that effectiveness in the communication process with their electorate would largely influence on the final result.The article analyzes thematic content and consecutive terminology in the election speeches of the Republican and DemocraticParty presidential candidates in 2012. The content analysis of lexical units has defined the most popular topics in the speechesof every political camp. The priority topics during the 2012 presidential campaign were the economy, politics, military issues,education and health care. Quantitative results of terminological units combined with contextual analysis of their usage in speeches have demonstrated similarities, differences, and the dynamics of the functioning of these units in the electionspeeches of US presidential candidates. The results differ not only in quantitative parameters but also in the way those lexicalunits function within the correspondent thematic clusters. Contextual analysis of terminological units has demonstrated thecorrelation between traditional values of every political party and current situation in the country. References Amadeo, Kimberly. 2019. "US Economy 2012: Summary and Critical Events". The Balance. AccessedFebruary 26, 2019. https://www.thebalance.com/u-s-economy-2012-3305742. Gentzkow, M., Shapiro, M., and Taddy, M. 2019. "Measuring group differences in high-dimensional choices: method and application to congressional speech". Stanford University. Accessed February 9, 2019. http://web.stanford.edu/~gentzkow/research/politext.pdf. Herrnson, Paul. 2012. Congressional Elections: Campaigning at Home and in Washington. Washington, D.C.: CQ; London: SAGE. Iyengar, Shanto. 2005. "Speaking of Values: The Framing of American Politics". The Forum 3, no. 3. Accessed February 9, 2019. https://doi.org/10.2202/1540-8884.1093. Owen, G., Goodliffe, J., Herrnson, P., and Patterson, K. 2003. "Agenda setting in congressional elections: theimpact of issues and campaigns on voting behavior". Political research quarterly 56(4): 419–430. AccessedJanuary 13, 2019. https://www.jstor.org/stable/3219803?read-now=1&seq=1#page_ scan_tab_contents. Power, Samanta. 2008. "The Democrats and National Security". The New York review of books. Accessed February 2, 2019. https://www.nybooks.com/articles/2008/08/14/the-democrats-national-security/. Sulkin, T., Moriarty, C., and Hefner, V. 2007. "Congressional Candidates' Issue Agendas On- and Off-line". The International Journal of Press/Politics 12(2): 63–79. "The American Presidency Project". Accessed September 14, 2018. http://www.presidency.ucsb.edu. ; Політичний дискурс уже давно став невід'ємною частиною не лише політичної сфери, а суспільного життявзагалі. Суб'єкти політичної діяльності вдосконалюють засоби впливу на цільову аудиторію, а журналісти йексперти уважно аналізують, як реалізовуються в комунікативній площині стратегії політиків та наскільки вонисхвалюються електоратом. Передвиборчі промови кандидатів у президенти США 2012 року становлять значнийінтерес для лінгвістичних досліджень із перспективи аналізу реалізації традиційних стратегій представниками різнихполітичних таборів на фоні складної економічної, політичної та соціальної ситуації в країні на момент виборів.Вибори 2012 року проходили на фоні непростої економічної, політичної та соціальної ситуації в державі. За такихумов, щоб утримати традиційних прихильників, заручитися підтримкою незалежних виборців та переманитиприхильників опонента, кандидатам потрібно було докласти чимало зусиль, щоб знайти правильний баланс міжісторично характерною для них політичною риторикою та новими викликами, які постали перед американськимнародом. Кандидати розуміли, що від їхньої ефективності у процесі комунікації з виборцем багато в чому будезалежати кінцевий результат. Стаття аналізує передвиборчі промови кандидатів від Республіканської таДемократичної партій на пост президента США 2012 року на предмет виявлення популярних тематичних блоків таособливостей використання відповідної термінології. Контент-аналіз лексичних одиниць демонструє найбільшпопулярні теми в промовах кожного з політичних таборів. Пріоритетними темами протягом президентської кампанії2012 року були економіка, політика, військова тематика, освіта та охоронна здоров'я. Порівняння кількіснихрезультатів у різних корпусах, а також контекстуальний аналіз їхнього використання в промовах продемонструвалиподібності, відмінності, а також динаміку використання цих одиниць у передвиборчих промовах кандидатів.Відмінними були не лише кількісні показники лексики, а й значно відрізнявся рівень якісного наповненнятематичних блоків лексичними одиницями.

Визнано, що однією з найважливіших умов розвитку освіти і науки є вдосконалення системи підготовки наукових і науково-педагогічних кадрів. В Україні створена й успішно функціонує система їх підготовки, яка здійснюється відповідно до Законів України «Про освіту», «Про вищу освіту», «Про наукову та науково- технічну діяльність», постанов Кабінету Міністрів України, наказів Міністерства освіти і науки України з даних питань. Підготовка науково-педагогічних кадрів України в галузі вищої освіти спрямована на: формування кадрового та інтелектуального потенціалу відповідно до критеріїв та вимог надання освітніх послуг у сфері вищої та післядипломної освіти; досягнення лідерських позицій на ринку вищої освіти; формування потужного наукового викладацького потенціалу. ; It is generally recognized that improvement of the system of training of research and educational personnel is essential for the development of education and science. The system of specialists' training is established and currently functions successfully in Ukraine, the training is carried out in accordance with the Laws of Ukraine "On Education", "On Higher Education", "On Science and Scientific and Technology Activities", Resolutions of the Cabinet of Ministers of Ukraine, Orders of the Cabinet of Ministers of Ukraine related to the issue under consideration. This painstaking and significant work involves higher educational establishments, academies, research institutes and industries. Training of research and educational personnel for Ukrainian higher education is aimed at formation of human resources and intellectual potential according to criteria and demands for providing educational services in the sphere of higher education and in-service training; reaching major positions on higher education market; formation of powerful scientific teaching potential. Student research creates the foundations for scientific search and discoveries. Engaging students in active creative search in university research group is one of the main conditions for improving professional training and the first step in choosing scientific trajectory of their future career. Master level education is an integral component of multistage system of education and one of the forms of training scientific, research-educational and managerial staff. Its primary aim is to train professionals with profound theoretical and field-specific knowledge, who master methods and means of research, the ability to perform research, pedagogical and managerial work efficiently and independently. Nevertheless, doctoral and postdoctoral level of education is the main form of training of scientific and research personnel, namely Doctor of Philosophy candidates and Doctor of Science candidates; it has proved its effectiveness in Ukraine over the years. The authority of researcher is determined by the results of his/her work, erudition and qualification: broad and profound knowledge of the field-specific disciplines, as well as interdisciplinary sciences; creative skills in theoretical and experimental work, and the level of qualification of research personnel is determined by scientific degrees and titles. Scientific degrees are conferred and titles are awarded in accordance with the clear protocol set by government; the procedure involves complex and serious process, which is based on foresight of possible changes in the structure of research work, constant improving of content, methods and forms of education and is continual.

In the article the formation and implementation of sustainable development policy in the candidatecountries for EU membership are examined and trends that must be taken into consideration in theprocess of European integration of Ukraine are singled out.It is important for Ukraine to consider the experience of Turkey in joining the EU. In assessing theprospects of European integration of Ukraine and Turkey, it may be noted that the EU's relations with theapplicant country can be compared to a dynamic system that is balanced with the account of the outputimpulses on both sides. That is, the European integration of these countries is a product of interaction of these processes within the EU as well as within these countries. Of course, the EU, on the one hand, andUkraine and Turkey - on the other, assess the possible effects of integration in the light of the analysis ofcosts and effectiveness, and this is not always clearly considered by both parties as a "win-win" outcome.It is also important to study the experience of Central and East European countries to meet therequirements of environmental legislation of the EU in the period of preparation for the EU accession.Hence, it is necessary to analyze the adjustment of Central and East European countries to the EUrequirements in "Environment" sphere, identify sources of financing of adaptation programs in the fieldof environmental protection, describe the main lines of the strategy of implementation of the EUenvironmental law requirements in CEE countries.Key words: candidate countries, sustainable development, ecological and economic development,integration. ; Розглянуто становлення та реалізацію політики сталого розвитку в країнах-кандидатах на вступ до ЄС та виокремлено тенденції, які необхідно врахувати в євроінтеграційних процесах України.Важливим для України є досвід Туреччини у діях щодо вступу в ЄС. Під час оцінки євроінтеграційних перспектив України та Туреччини з'ясовано, що відносини ЄС із країнами-претендентами можна порівняти із динамічною системою, яка врівноважується, враховуючи вихідні імпульси з обох сторін. Європейська інтеграція цих країн є продуктом взаємодії зазначених процесів всередині ЄС і всередині цих країн. Через призму аналізу витрат та ефективності можливі наслідки інтеграції оцінюють, з одного боку, ЄС, а з іншого - Україна та Туреччина. І не завжди це виглядає для обох сторін як «win-win» результат.Позитивним є вивчення досвіду країн Центральної та Східної Європи щодо виконання вимог природоохоронного законодавства ЄС у період їхньої підготовки до вступу до ЄС. Відповідно, необхідно проаналізувати процес пристосування країн Центральної та Східної Європи до вимог ЄС за напрямом «Навколишнє середовище», визначити джерела фінансування адаптаційних програм у сфері охорони довкілля, охарактеризувати головні напрями стратегії впровадження вимог екологічного права ЄС у країнах ЦСЄ.Ключові слова: країни-кандидати; сталий розвиток; екологічний та економічний розвиток; інтеграція.

The article is devoted to a topic that is always relevant to democracies: manipulations in election campaigns. Since media literacy as an educational discipline is not widely implemented in Ukrainian society, it causes the public to be manipulated, distorting reality with vivid illusions. It is the use of different techniques, «dirty» technologies, tactics, strategies that impedes the existence of democracy. This article on the basis of media research (use of electronic sources, social networks and video hosting) reveals what manipulation strategies (according to N. Khomsky's typology) were used by the candidates in the 2019 presidential election campaign, as well as the influence of techniques and technologies used in within the framework of manipulative strategies. It has been investigated how verbally and non-verbally was carried influence on electorate, namely: linguistically, psychologically, neurolinguistically, facial expressions, candidate gestures; as a message to the emotionally subconscious constituent of society can be decisive in the election race, how «distraction from the important» can help the candidate not lose their image and «ignorance and mediocrity», which helps candidates gain additional support for the electorate. Also in the article are considered archetypes that were used in the election campaign, their essence and meaning for society, «hanging labels»; the gradualness of the decisions that made the candidate popular with the public; trends that were created by candidate image makers to increase rankings and support. How you can use «guilt» to your advantage; manipulations with sociological surveys; conversation with the people as with a child and a play in a«simpleton». How the hyperbolizing of facts without comparison can cause great public outrage and disrupt an opponent's image, or how candidates have tarnished their image or changed it in general. A thorough mass impact analysis was conducted using manipulative technologies and strategies. The research object was the election ...

The article is devoted to a topic that is always relevant to democracies: manipulations in election campaigns. Since media literacy as an educational discipline is not widely implemented in Ukrainian society, it causes the public to be manipulated, distorting reality with vivid illusions. It is the use of different techniques, «dirty» technologies, tactics, strategies that impedes the existence of democracy.This article on the basis of media research (use of electronic sources, social networks and video hosting) reveals what manipulation strategies (according to N. Khomsky's typology) were used by the candidates in the 2019 presidential election campaign, as well as the influence of techniques and technologies used in within the framework of manipulative strategies.It has been investigated how verbally and non-verbally was carried influence on electorate, namely: linguistically, psychologically, neurolinguistically, facial expressions, candidate gestures; as a message to the emotionally subconscious constituent of society can be decisive in the election race, how «distraction from the important» can help the candidate not lose their image and «ignorance and mediocrity», which helps candidates gain additional support for the electorate. Also in the article are considered archetypes that were used in the election campaign, their essence and meaning for society, «hanging labels»; the gradualness of the decisions that made the candidate popular with the public; trends that were created by candidate image makers to increase rankings and support. How you can use «guilt» to your advantage; manipulations with sociological surveys; conversation with the people as with a child and a play in a«simpleton». How the hyperbolizing of facts without comparison can cause great public outrage and disrupt an opponent's image, or how candidates have tarnished their image or changed it in general. A thorough mass impact analysis was conducted using manipulative technologies and strategies.The research object was the election campaigns of three candidates: V. Zelenskyi, P. Poroshenko, Y. Tymoshenko. ; Стаття присвячена темі, що завжди актуальна для демократичних сус­пільств, — маніпуляцій у передвиборчих кампаніях. Оскільки медіаграмотність як освітня дисципліна не впроваджена в широкий загал в українському суспільстві — це призводить до того, що громадськістю маніпулюють, спотворюючи реальність. Саме використання різних технік, «брудних» технологій, тактик та стратегій маніпуляцій утруднює існування демократії.На основі медіадослідження (використання електронних джерел, соціальних мереж та відеохостингів) автор аналізує те, які маніпуляційні стратегії (за типологією Н. Хомського) були використані кандидатами у передвиборчій кампанії Президента України 2019 року, а також вплив технік і технологій, що були використані в рамках маніпулятивних стратегій.Було досліджено здійснення вербального і невербального впливу на електорат: лінгвістично, психологічно, нейролінгвістично; були проаналізовані міміка, жести кандидатів; зауважено як посил до емоційно-підсвідомої складової суспільства може стати вирішальним у передвиборчій гонці, яким чином «відволікання від важливого» може сприяти кандидату сформувати свій імідж. Також розглянуто архетипи, які використовувалися в передвиборчій кампанії, їх суть і значення для суспільства, «навішування ярликів»; поступовість рішень, що зробили кандидата популярним серед громадськості; тренди, котрі були створені іміджмейкерами кандидатів задля підвищення рейтингу та підтримки. З'ясовано як можна використати «провину» на свою користь; відстежено маніпуляції соціологічними дослідженнями; розмову з народом, як з дитиною і гру в «простонародність». Автором досліджено як гіперболізація фактів без порівняння може викликати серйозне обурення суспільства та зруйнувати імідж опонента. Був проведений ґрунтовний аналіз впливу на маси, який застосовувався за допомогою маніпулятивних технологій і стратегій.Об'єктом дослідження було обрано передвиборчі кампанії трьох кандидатів: В. Зе­ленського, П. Порошенка, Ю. Тимошенко.

Охарактеризовано типи стратегій виборчих кампаній в електоральній практиці України. Проаналізовано вплив стратегій виборчих кампаній на створення партій та виборчих блоків в Україні. Виявлено систему формування та значення «іменних» блоків в електоральній практиці України. ; The purpose of the article is to distinguish and characterize types of election campaigns' strategies in the Ukrainian electoral practice.Types of election campaigns' strategies in electoral practice in Ukraine were characterized. In organizing the party elections on a proportional system, the following strategies of election campaigns were used: «policy» strategy, «hardware» strategy, «problem» strategy, «social and economic» strategy, «advertising» strategy, «leadership» strategy, «targeted» or «differentiated» strategy. «Policy» strategy is practically one of the easiest in the organization of policy campaigns, and sometimes it is referred to the so-called «naive» strategies. Indeed, hypertrophied role of program principles and documents of the party or bloc based on this approach. «Hardware» strategy of policy campaign involves all possible usege in the process of various means organization (e. g. mass media) and technologies aimed at using the resources of «management» in the elections. Essence of «problem» strategy is to select a few key issues for voters which a candidate or party offer to solve in different ways». Social and economic» strategy of the election campaign organization is based on targeting only the economic interests of different groups of voters. «Advertising» strategy is quite widely used in the process of election campaigns. Its essence is that the «promotion» of a candidate in the election process is the same as the promotion of any product on the market. It creates a positive image of the candidate, who then «moves» among voters. «Leadership» strategy (during individual elections it is called «strategy of ideal candidate») is based on the fact that voters (or their various groups) have some idea of the scope of political, business and personal skills that should have a certain politician. That is about a certain ideal candidate or leader of a political party or bloc, headed the list in the elections.«Targeted (differential)» strategy is the most effective during elections. It is based on determination according to sociological research groups of voters by various criteria – regional, educational, age, psychographic, according to the models of electoral behavior, followed by specific processing of strategies, methods, technologies of work with each of these groups during election campaign. This approach is the most appropriate.The influence of the election campaigns' strategies for creating parties and blocs in Ukraine was analyzed. Elements of almost all these election campaigns' strategies are accounted for parties and blocs to some extent. But, as it has already noted, today is the last «peep» of electoral fashion – creating a «nominal» blocs. This fashion has covered almost all the party-political elite.The system of the formation and meaning of «nominal» blocs in electoral practice in Ukraine was determined. The fact that today many political parties added a few small and unknown political forces in order to form electoral blocs clearly indicates that the relevant parties and politicians are well aware that politics in Ukraine is very personalized.The parliamentary elections in 2004, 2006 and 2007 showed that in the political arena just several powerful parties (blocs) should stay. Today, the majority of the population tends to vote for party leaders, but not for the party applications that are not different from one another. Therefore, in the process of party blocking is necessary to create powerful parties with national status who stand on the state positions and will put into practice its election programs. In our opinion, the powerful party of parliamentary type can mainly affect the achievement of key, strategic objectives – an effective economic development, political stabilization and consolidation of society. ; Охарактеризованы типы стратегий избирательных кампаний в электоральной практике Украины. Проанализировано влияние стратегий избирательных кампаний на создание партий и избирательных блоков в Украине. Выявлено систему формирования и значение «именных» блоков в электоральной практике Украины.

Стаття присвячена темі, що завжди актуальна для демократичних сус­пільств, — маніпуляцій у передвиборчих кампаніях. Оскільки медіаграмотність як освітня дисципліна не впроваджена в широкий загал в українському суспільстві — це призводить до того, що громадськістю маніпулюють, спотворюючи реальність. Саме використання різних технік, «брудних» технологій, тактик та стратегій маніпуляцій утруднює існування демократії.На основі медіадослідження (використання електронних джерел, соціальних мереж та відеохостингів) автор аналізує те, які маніпуляційні стратегії (за типологією Н. Хомського) були використані кандидатами у передвиборчій кампанії Президента України 2019 року, а також вплив технік і технологій, що були використані в рамках маніпулятивних стратегій.Було досліджено здійснення вербального і невербального впливу на електорат: лінгвістично, психологічно, нейролінгвістично; були проаналізовані міміка, жести кандидатів; зауважено як посил до емоційно-підсвідомої складової суспільства може стати вирішальним у передвиборчій гонці, яким чином «відволікання від важливого» може сприяти кандидату сформувати свій імідж. Також розглянуто архетипи, які використовувалися в передвиборчій кампанії, їх суть і значення для суспільства, «навішування ярликів»; поступовість рішень, що зробили кандидата популярним серед громадськості; тренди, котрі були створені іміджмейкерами кандидатів задля підвищення рейтингу та підтримки. З'ясовано як можна використати «провину» на свою користь; відстежено маніпуляції соціологічними дослідженнями; розмову з народом, як з дитиною і гру в «простонародність». Автором досліджено як гіперболізація фактів без порівняння може викликати серйозне обурення суспільства та зруйнувати імідж опонента. Був проведений ґрунтовний аналіз впливу на маси, який застосовувався за допомогою маніпулятивних технологій і стратегій.Об'єктом дослідження було обрано передвиборчі кампанії трьох кандидатів: В. Зе­ленського, П. Порошенка, Ю. Тимошенко. ; The article is devoted to a topic that is always relevant to democracies: manipulations in election campaigns. Since media literacy as an educational discipline is not widely implemented in Ukrainian society, it causes the public to be manipulated, distorting reality with vivid illusions. It is the use of different techniques, «dirty» technologies, tactics, strategies that impedes the existence of democracy.This article on the basis of media research (use of electronic sources, social networks and video hosting) reveals what manipulation strategies (according to N. Khomsky's typology) were used by the candidates in the 2019 presidential election campaign, as well as the influence of techniques and technologies used in within the framework of manipulative strategies.It has been investigated how verbally and non-verbally was carried influence on electorate, namely: linguistically, psychologically, neurolinguistically, facial expressions, candidate gestures; as a message to the emotionally subconscious constituent of society can be decisive in the election race, how «distraction from the important» can help the candidate not lose their image and «ignorance and mediocrity», which helps candidates gain additional support for the electorate. Also in the article are considered archetypes that were used in the election campaign, their essence and meaning for society, «hanging labels»; the gradualness of the decisions that made the candidate popular with the public; trends that were created by candidate image makers to increase rankings and support. How you can use «guilt» to your advantage; manipulations with sociological surveys; conversation with the people as with a child and a play in a«simpleton». How the hyperbolizing of facts without comparison can cause great public outrage and disrupt an opponent's image, or how candidates have tarnished their image or changed it in general. A thorough mass impact analysis was conducted using manipulative technologies and strategies.The research object was the election campaigns of three candidates: V. Zelenskyi, P. Poroshenko, Y. Tymoshenko.

Стаття присвячена темі, що завжди актуальна для демократичних сус­пільств, — маніпуляцій у передвиборчих кампаніях. Оскільки медіаграмотність як освітня дисципліна не впроваджена в широкий загал в українському суспільстві — це призводить до того, що громадськістю маніпулюють, спотворюючи реальність. Саме використання різних технік, «брудних» технологій, тактик та стратегій маніпуляцій утруднює існування демократії.На основі медіадослідження (використання електронних джерел, соціальних мереж та відеохостингів) автор аналізує те, які маніпуляційні стратегії (за типологією Н. Хомського) були використані кандидатами у передвиборчій кампанії Президента України 2019 року, а також вплив технік і технологій, що були використані в рамках маніпулятивних стратегій.Було досліджено здійснення вербального і невербального впливу на електорат: лінгвістично, психологічно, нейролінгвістично; були проаналізовані міміка, жести кандидатів; зауважено як посил до емоційно-підсвідомої складової суспільства може стати вирішальним у передвиборчій гонці, яким чином «відволікання від важливого» може сприяти кандидату сформувати свій імідж. Також розглянуто архетипи, які використовувалися в передвиборчій кампанії, їх суть і значення для суспільства, «навішування ярликів»; поступовість рішень, що зробили кандидата популярним серед громадськості; тренди, котрі були створені іміджмейкерами кандидатів задля підвищення рейтингу та підтримки. З'ясовано як можна використати «провину» на свою користь; відстежено маніпуляції соціологічними дослідженнями; розмову з народом, як з дитиною і гру в «простонародність». Автором досліджено як гіперболізація фактів без порівняння може викликати серйозне обурення суспільства та зруйнувати імідж опонента. Був проведений ґрунтовний аналіз впливу на маси, який застосовувався за допомогою маніпулятивних технологій і стратегій.Об'єктом дослідження було обрано передвиборчі кампанії трьох кандидатів: В. Зе­ленського, П. Порошенка, Ю. Тимошенко. ; The article is devoted to a topic that is always relevant to democracies: manipulations in election campaigns. Since media literacy as an educational discipline is not widely implemented in Ukrainian society, it causes the public to be manipulated, distorting reality with vivid illusions. It is the use of different techniques, «dirty» technologies, tactics, strategies that impedes the existence of democracy.This article on the basis of media research (use of electronic sources, social networks and video hosting) reveals what manipulation strategies (according to N. Khomsky's typology) were used by the candidates in the 2019 presidential election campaign, as well as the influence of techniques and technologies used in within the framework of manipulative strategies.It has been investigated how verbally and non-verbally was carried influence on electorate, namely: linguistically, psychologically, neurolinguistically, facial expressions, candidate gestures; as a message to the emotionally subconscious constituent of society can be decisive in the election race, how «distraction from the important» can help the candidate not lose their image and «ignorance and mediocrity», which helps candidates gain additional support for the electorate. Also in the article are considered archetypes that were used in the election campaign, their essence and meaning for society, «hanging labels»; the gradualness of the decisions that made the candidate popular with the public; trends that were created by candidate image makers to increase rankings and support. How you can use «guilt» to your advantage; manipulations with sociological surveys; conversation with the people as with a child and a play in a«simpleton». How the hyperbolizing of facts without comparison can cause great public outrage and disrupt an opponent's image, or how candidates have tarnished their image or changed it in general. A thorough mass impact analysis was conducted using manipulative technologies and strategies.The research object was the election campaigns of three candidates: V. Zelenskyi, P. Poroshenko, Y. Tymoshenko.

Стаття присвячена президентським виборчим кампаніям у період Незалежності. Окреслено технологічні риси виборів Президента України (1991–2019). Виокремлено специфіку ефективних стратегій кандидатів, які в першому турі виборів здобули перемогу. Розкрито особливості політтехнологічного протистояння кандидатів у другому турі президентських виборів. ; The article provides insight into the political technology features of the election of the Ukrainian President (1991, 1994, 1999, 2004, 2010, 2014, 2019). In particular, the specifics of the efficient strategies of the candidates have been determined, who won the first round of elections. In other words, they gained 50% + 1 vote of voters taking into account the rules of the majority system of absolute majority. In the course of the Independence Day, there were two presidential election campaigns in Ukraine, when the candidate won the first round in 1991 (L. Kravchuk) and 2014 (P. Poroshenko). The basic political strategy of that election lied in the idea of one candidate with no alternative ones.The peculiarities of political opposition strategy of candidates in the second round of presidential elections have been discovered. During the presidential election campaign in Ukraine, the candidates' struggle was often implemented through the political technology of ideological, cultural and territorial division of citizens, when the west and the east of the state became the axis of partitioning the electoral sympathies, especially in 1994 and 2004.Since 1991, two snap presidential elections were held in Ukraine. They were notable for political and economic tension in society, short terms of agitation, rapid mobilization of the electorate, unpredictability of the election results. These campaigns took place in 1994 and 2014, whereas L. Kuchma and P. Poroshenko won the victories, respectively.Today L. Kuchma remains the only ex-head of the state, who received presidential mandate twice. His political campaign in 1999 was characterized by extensive use of the administrative resources, as well as the presidential campaign of Viktor Yanukovych in 2010, which he won.A special precedent in the electoral history of Ukraine was the calling of the repeat presidential election in 2004 following mass protests by citizens, which were named "The Orange Revolution".The 2019 election campaign in the political strategy aspect is focused on the countering between the two main rivals: P. Poroshenko and Y. Tymoshenko and is characterized by lack of sharp opposition to the foreign policy of the pro-European course of Ukraine.

Стаття присвячена президентським виборчим кампаніям у період Незалежності. Окреслено технологічні риси виборів Президента України (1991–2019). Виокремлено специфіку ефективних стратегій кандидатів, які в першому турі виборів здобули перемогу. Розкрито особливості політтехнологічного протистояння кандидатів у другому турі президентських виборів. ; The article provides insight into the political technology features of the election of the Ukrainian President (1991, 1994, 1999, 2004, 2010, 2014, 2019). In particular, the specifics of the efficient strategies of the candidates have been determined, who won the first round of elections. In other words, they gained 50% + 1 vote of voters taking into account the rules of the majority system of absolute majority. In the course of the Independence Day, there were two presidential election campaigns in Ukraine, when the candidate won the first round in 1991 (L. Kravchuk) and 2014 (P. Poroshenko). The basic political strategy of that election lied in the idea of one candidate with no alternative ones.The peculiarities of political opposition strategy of candidates in the second round of presidential elections have been discovered. During the presidential election campaign in Ukraine, the candidates' struggle was often implemented through the political technology of ideological, cultural and territorial division of citizens, when the west and the east of the state became the axis of partitioning the electoral sympathies, especially in 1994 and 2004.Since 1991, two snap presidential elections were held in Ukraine. They were notable for political and economic tension in society, short terms of agitation, rapid mobilization of the electorate, unpredictability of the election results. These campaigns took place in 1994 and 2014, whereas L. Kuchma and P. Poroshenko won the victories, respectively.Today L. Kuchma remains the only ex-head of the state, who received presidential mandate twice. His political campaign in 1999 was characterized by extensive use of the administrative resources, as well as the presidential campaign of Viktor Yanukovych in 2010, which he won.A special precedent in the electoral history of Ukraine was the calling of the repeat presidential election in 2004 following mass protests by citizens, which were named "The Orange Revolution".The 2019 election campaign in the political strategy aspect is focused on the countering between the two main rivals: P. Poroshenko and Y. Tymoshenko and is characterized by lack of sharp opposition to the foreign policy of the pro-European course of Ukraine.

The article deals with the problem of political linguistics, its aims and objectives. The key concepts of political agitation are considered as a marker of campaign strategy: key words focused on by the candidate's campaign workers are very significant as well as the nature of the vocabulary that can determine what voter the campaign is oriented to and what emotions or thoughts the candidate reveals. Thematic vocabulary groups are important to characterize the magnitude and seriousness of intentions. The study is based on the method of content analysis, particularly the part related to the identification of key concepts, notions. The corpus of the experimental material includes agitational and conventionally agitational materials of candidates for Kyiv mayor office in 2015. Conventionally agitational material comprises interviews, articles, reports, which reflect the main promises of candidates (using direct speech, quotes) but do not belong to political advertisement and the authors try to make them sound impartial. The political discourse of candidates with a high rating and a coherent political agitation strategy has been analyzed first. It includes election programs of Vitalii Klichko, Boryslav Bereza, Hennadii Korban, Serhii Husovskyi, Oleksandr Omelchenko. The analysis makes it possible to draw conclusions about the campaign strategies and tactics, about real and "technical" candidates as well as strong and weak points of the Ukrainian electoral system. Political linguistics can be a powerful tool for political analysis and forecasting. The methods of political linguistics can be used to detect manipulative technology and to set social requirements for the political elite. The methods of political linguistics are able to trace the meanings and implications set by campaign workers. Thus, it is possible to control political discourse ; Подчеркнута актуальность исследований в области историилингвистических терминов; показана важность хронологическойинвентаризации лексем, обозначающих отдельное научное ...

Modern linguistic science is marked by an active interest in those phenomena and processes that are closely related to social and political events in our country. Such, undoubtedly, include the election programs of candidates for the post of President of Ukraine. The election program is aimed at understanding the participants of the election discourse and contains advertising of the presidential candidate. The election program is aimed at understanding the participants of the election discourse and contains advertising of the presidential candidate. The peculiarity of the election program is the need to convey the candidate's promises to the listener and influence his / her choice. One of the means of influence is the usage of artistic means with the Ukraine component.The preconditions of the manipulative word usage in speech are: polysemy, which causes the possibility of ambiguous interpretation, the acquisition of the word contextual meaning; implicit content, existence of "subtext"; the presence of figurative meaning in words; indirect means of speaker's expression and emotion; fuzzy, blurred, contradictory concepts; connotative components of the word meaning that contain information about the speaker's relation to the labeled, etc. All of these language properties are used in election program texts to manipulate a voter's mind,to create a prerequisite for a candidate (an author of the pre-election speeches) to relate to his or her candidacy. Pre-election campaigning is characterized by the applying of words in figurative meanings as well as in occasional ones. In political discourse linguistic figures with the transference, narrowing, amplification, detailing of meaning are widely represented. One of the most common artistic means is metonymy. By highlighting a part or attribute of certain features of a component Ukraine, sender of the utterance concentrates the voter's attention on the principal.Typical for the tactic of enhancing the value of the object of a manipulative of the positive strategy is the functioning of tokens "new", "democratic", "successful", "wealthy", "rich", "united", "free", "strong", "independent", "impressive" and others as an epithet to the component Ukraine.Applying tactics of a manipulative strategy to increase the significance of the situation, candidates use a stylistic means – antithesis. Polarization of the meaningsformed in the voters' representation by opposing them enhances the semantic effectof the information.Key words: language manipulation, polysemy, metonymy, epithet, antithesis. ; Стаття містить спробу аналізу художніх засобів із компонентом Україна в системі маніпулятивних стратегій передвиборчих програм. Серед засобів найпродуктивнішими є метафори, метонімії, епітети, антитези. Через ці мовні засоби реалізуються такі стратегії, як гіпостазування, спекулятивне аргументування, стратегія використання семіотичної опозиції ≪свій≫ – ≪чужий≫ тощо, з використанням прийому повторювання слова Україна, прийому аналогії, який полягає в намаганні зробити негативний чи позитивний трансфер із подій міжнародного життя на українські реалії та ін.Ключові слова: мовна маніпуляція, полісемія, метонімія, епітет, антитеза. Modern linguistic science is marked by an active interest in those phenomena and processes that are closely related to social and political events in our country. Such, undoubtedly, include the election programs of candidates for the post of President of Ukraine. The election program is aimed at understanding the participants of the election discourse and contains advertising of the presidential candidate. The election program is aimed at understanding the participants of the election discourse and contains advertising of the presidential candidate. The peculiarity of the election program is the need to convey the candidate's promises to the listener and influence his / her choice. One of the means of influence is the usage of artistic means with the Ukraine component.The preconditions of the manipulative word usage in speech are: polysemy, which causes the possibility of ambiguous interpretation, the acquisition of the word contextual meaning; implicit content, existence of "subtext"; the presence of figurative meaning in words; indirect means of speaker's expression and emotion; fuzzy, blurred, contradictory concepts; connotative components of the word meaning that contain information about the speaker's relation to the labeled, etc. All of these language properties are used in election program texts to manipulate a voter's mind, to create a prerequisite for a candidate (an author of the pre-election speeches) to relate to his or her candidacy. Pre-election campaigning is characterized by the applying of words in figurative meanings as well as in occasional ones. In political discourse linguistic figures with the transference, narrowing, amplification, detailing of meaning are widely represented. One of the most common artistic means is metonymy. By highlighting a part or attribute of certain features of a component Ukraine, sender of the utterance concentrates the voter's attention on the principal.Typical for the tactic of enhancing the value of the object of a manipulative of the positive strategy is the functioning of tokens "new", "democratic", "successful", "wealthy", "rich", "united", "free", "strong", "independent", "impressive" and others as an epithet to the component Ukraine.Applying tactics of a manipulative strategy to increase the significance of the situation, candidates use a stylistic means – antithesis. Polarization of the meanings formed in the voters' representation by opposing them enhances the semantic effect of the information.Key words: language manipulation, polysemy, metonymy, epithet, antithesis.

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.