Abstract
The aim of the study is a psycholinguistic analysis of the stimulus words (Ukrainian) army, language, faith as concept-forming nominations of the appropriate text concepts in the structure of the slogan-motto (advertising slogan, political slogan) “Army. Language. Faith.” the 2019 election campaign (that is, in the context of a particular discursive practice).
 Methods of the research. The application of the method of free associative experiment basing on the theory of speech influence allows to interpret the semantics of the analyzed concepts, as well as to establish their closest connections and logical relationships with other concepts. Verbal reactions to a political slogan as a whole and to its individual structural units as concept-forming nominations are interpreted as verbal representations of cognitive features of concepts.
 Results. The results of the associative experiment are a relevant source of data in order to identify markers of the deep (including subconscious) mechanisms of verbal and non-verbal behavior of individuals, which can be used to form new and transform old political concepts. The presence of intersecting segments in their semantic fields testifies about the partial synthesis of diverse concepts in the recipients’ minds, in which the effect of the psycholinguistic influence of the slogan-motto is increased. The absence of such an intersection is an indicator of the information the general information field of the concepts, which is expressed in the discrete perception of the advertising slogan.
 Conclusion. In the context of the speech theory influence, the first two stages of implementation the text slogan-motto “Army. Language. Faith.” into mass consciousness (attracting attention to the text and optimization its perception) were successfully implemented. A number of reasons (extralinguistic and linguistic formation, for example, the use of words with abstract, non-specific semantics “language”, “faith”) complicated the implementation of the third stage (acceptance of the content) of the implication of the text. Concept-forming nomination “army”, potentially containing negative semantic components, caused reactions associated with the emergency of cognitive disbalance in the consciousness of individuals. Comparison of the associates of the two stages of the experiment showed that the context of perception of the stimulus words is important for the respondents. Thus, the evaluative connotations of reaction words (in particular, concerning the nomination “army”) in the context of the advertising campaign of P. Poroshenko’s party and outside this context differ significantly.
Highlights
The trend of the modern scientific paradigm – the integration of basic research theories developed both in traditional science and in certain interdisciplinary areas – relates to the focus of knowledge system on Psycholinguistic Potential of Political Concepts of the Election...the practical needs of society
The objective of our research is a psycholinguistic analysis of the stimulus words army, language, faith as concept-forming nominations of the corresponding text concepts in the structure of “Army. Language
At the first stage of the experiment, the informants were presented with a list of advertising slogans of the parties participating in the 2019 election race (50 slogans)
Summary
Some of these requests refer to political discursive practices and models of mass communication, which were successfully studied by American and European scholars of the mid-20th century. Lakoff (2014) describes the effect of cognitive strategies in American politics; Chudinov (2016) successfully develops a method of linguistic analysis of the Russian political text; Dulebová and Štefančík (2017) investigate the problems of the Slovak conflict political discourse; Clementson (2018) provides experimental confirmation to the theory of manipulating information among the masses, etc. Within the framework of speech influence theory, developed in the works of Leontiev (2003) and his colleagues, the texts of “socially oriented communication”, mainly related to political communication in the USSR, were studied. A well-known psycholinguist, consistently defends the idea that all stages of the actualization of such a text (drawing attention to it, optimizing its perception and acceptance of its content by recipients) occur in the course of speech influence as a “deliberate restructuring” of a personality’s semantic sphere (author’s term – “personal meanings”) (Ibid: 259)
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