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

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

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khvalov, S. Filippov, etc.) Due to the military actions in the east of Ukraine, there is a demand for border service professionals who not only function effectively, but also show the capacity for personal development, Self-improvement, creativity in their own activities, ready to take responsibility in an extreme situation. Under such conditions, it becomes important to form the psychological readiness of the future border guard to make a decision in extreme conditions, which is possible due to the improvement of the vocational training system. Main part Building the statehood of Ukraine, building a new democratic society brings to the fore the problems associated with the training of a competent specialist who is able to adequately perceive changes in public life and professional growth. Border guards are faced with situations that lead to the following conditions: uncertainty, lack of

Aim: To determine the asymmetry coefficient of qualified dancers. Materials:The study involved 84 dancers of various qualifications of18-35 years of age, who were divided into 2 groups for identifying individual features: 1) highly skilled -44 athletes (6 -honoured masters of sports; 12 -masters of sports of international class; 26masters of sports of Ukraine); 2) athletes of first adult category -40 athletes. Becausethe study was focusedondance couples, an equal number of men and women wasrepresented in the sample. The study was conducted on the basis of the sport dance club "Supadance" atthe National University of Ukraine on Physical Education and Sport (Kyiv, Ukraine). Results:A strong tendency towards right-hemispheric activity was revealed in both groups of dancers. Theasymmetry coefficient of highly qualified athletes was significantly higher than that of the athletes of first adult category. Conclusions:The importance of a thorough assessment of the lateralization of brain function for the timely identification of sinistrality in sports and professional selectionwas confirmed. This is important because there are many left-handedleading athletes in different sports. Most of them are distinguished by a high level of creativity and abilities for original artistic work. The tendency towards righthemispheric activity was determined. This criterion can be considered as one of the most significant components for the selection of children in dancesport. This tendency indicates the origins of special abilities.