Neuro-Psycholinguistic Study of Political Slogans in Outdoor Advertising
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.
Zasyekina, L.V., & Zasyekin, S. V. (2008). Psyxolingvistychna diagnostyka [Psycholinguistic diagnostics]. Luczk: RVV «Vezha» Volyn. nacz. un-tu im. Lesi Ukrayinky [in Ukrainian].
Lytvynchuk, L.M. (2017). Psyxologiya reabilitaciyi narkozalezhnyx osib [Psychological Rehabilitation of Drug Addicted People]. Zhytomyr: Vyd-vo ZhDU im. I. Franka [in Ukrainian].
Maksymenko, S.D. (2015). Genesis of Personality Existence. Montreal: Accent Graphics Communication.
Maksymenko, S.D. (2018). Psiholіngvіstichnі prediktori zdorovja [Psycholinguistic predictors of health]. Psiholingvistika – Psycholinguistics, 24(1). 252–268. https://doi.org/10.31470/2309-1797-2018-24-1-252-268 [in Ukrainian].
Tkach, B. M. (2018). Nejropsyxologiya deviantnoyi povedinky [Neuropsychology of Deviant Behavior]. Lviv: NNVK «ATB».
Absher, J.R., & Cloutier, J. (2016). Neuroimaging Personality, Social Cognition, and Character. Amsterdam: Elsevier. https://doi.org/10.1016/B978-0-12-800935-2.00001-4
Churchland, P.S. (2013). Touching a Nerve: The Self as Brain. New York: W.W. Norton & Company.
Clerc, M., Bougrain, L., & Lotte, F. (Eds.). (2016a). Brain-Computer Interfaces 1: Methods and Perspectives. London: ISTE. https://doi.org/10.1002/9781119144977
Clerc, M., Bougrain, L., & Lotte, F. (Eds.). (2016b). Brain-Computer Interfaces 2: Technology and Applications. London: ISTE. https://doi.org/10.1002/9781119332428
Dehaene, S. (2014). Consciousness and the Brain: Deciphering How the Brain Codes Our Thoughts. New York: Penguin Books.
Insight (2017). Emotiv. Retrieved from https://www.emotiv.com/insight/
Khushaba, R.N., Greenacre, L., Kodagoda, S., Louviere, J., Burke, S., & Dissanayake, G. (2012). Choice modeling and the brain: A study on the Electroencephalogram (EEG) of preferences. Expert Systems with Applications, 39(16), 12378–12388. https://doi.org/10.1016/j.eswa.2012.04.084
Kolb, B., & Whishaw, I.Q. (2015). Fundamentals of Human Neuropsychology (7th ed.). New York: Worth Publishers.
Louwerse, M., & Hutchinson, S. (2012). Neurological evidence linguistic processes precede perceptual simulation in conceptual processing. Frontiers in psychology, 3, 385. https://doi.org/10.3389/fpsyg.2012.00385
Nobre, K., & Kastner, S. (2014). The Oxford Handbook of Attention. New York: Oxford University Press. https://doi.org/10.1093/oxfordhb/9780199675111.001.0001
Sourina, O., & Liu, Y. (2011). A Fractal-based Algorithm of Emotion Recognition from EEG Using Arousal-Valence Model. In BIOSIGNALS – 2011. International Conference on Bio-inspired Systems and Signal Processing (pp. 209–214).
Westen, D. (2007). The Political Brain: The Role of Emotion in Deciding the Fate of the Nation. New York: Public Affairs Books.
Yadava, M., Kumar, P.,Saini, R., Roy, P.P., & Dogra, D.P. (2017). Analysis of EEG signals and its application to neuromarketing. Multimedia Tools and Applications, 76(18), 19087–19111. https://doi.org/10.1007/s11042-017-4580-6
Abstract views: 1136 PDF Downloads: 186
This work is licensed under a Creative Commons Attribution 4.0 International License.