Annotation: (Українська) Досліджено основні проблеми вивчення англійської мови в Україні та Азербайджані, висловлено пропозиції щодо їх подолання.

Annotation: (Українська) Мета статті полягає в аналізі управління персоналом в ІТ-компаніях України в умовах війни. Методика дослідження. Використано статистичний метод, графічний метод та методи узагальнення та систематизації матеріалу. Результати. Проведено аналіз розвитку ІТ-компаній, визначено вплив війни на їхню діяльність та досліджено особливості управління персоналом в умовах війни. Практична значущість результатів дослідження. Пропозиція авторської стратегії управління персоналом в умовах війни.

Annotation: The article analyzes the theoretical approaches of domestic and foreign scientists regarding the content and factors of the foundations of national security of states with non-aligned status. In order to better understand the purpose of our research, it is necessary to first reveal the essence of national security in the doctrine of the legal aspect of this phenomenon. Thus, it will be necessary to give a general concept of national security, to define criteria for classification approaches by types of national security.

Annotation: (Українська) Стаття присвячена дослідженню світової культури як феномену філософського аналізу та її вплив на розвиток особистості. Сьогоднішні трансформаційні процеси, які відбуваються в Україні, а саме це урізноманітнення способів організації життя суспільства в свою чергу це призводить до зміни моральних і культурних цінностей, які були нав’язані радянською пропагандою. Реанімація власних стародавніх традицій пробуджує формування і розвиток сучасної української культури.

Annotation: The article examines the role of personalization in building and maintaining consumer loyalty through the lens of psychological mechanisms, particularly the basic human need for uniqueness and individuality. In a crowded market where product features are often similar, personalization functions not only as a marketing tool but also as a powerful psychological motivator that satisfies consumers' desire for self-expression and self-actualization. The theory of optimal uniqueness is explored in depth, highlighting how individuals strive for a balance between fitting in with a social group while also wanting to stand out. A personalized customer experience can help a brand become a catalyst for a balanced relationship with its customers. On the one hand, customers feel cared for and understood by the brand, which creates emotional attachment and trust. On the other hand, they receive a unique product or service that highlights their exclusivity and special status. The research reveals the cognitive and emotional mechanisms behind this process, such as the "mirror effect" of self-image, where customers project their ideal self onto the personalized brand. It also reduces cognitive dissonance by giving customers a sense of control over their purchase experience. It has been shown that deep personalization, beyond simply using a customer's name, can transform transactional relationships into stable psychological bonds. This makes customers less sensitive to competition and more likely to advocate for the brand.

Annotation: The article examines the influence of different types of lighting on the perception of makeup in photography and video, with an emphasis on changing the color rendering, skin texture, and visual volume of the face. The study also incorporates a photographic approach based on professional visual content production, where lighting is a key factor shaping perception. The features of natural and artificial light, including warm and cold sources, directional and diffused light, as well as the effect of lighting intensity on makeup detail, are analyzed. The research applies the EFM (Emotional Framed Method), developed by Iuliia Tarasenko, which is based on controlling visual perception through lighting, framing, and emotional impact in the photographic process. It is shown that the choice of lighting directly affects the perception of shades of cosmetics, the degree of contouring, and the overall impression of the image. Special attention is paid to the differences between the perception of makeup in a static image and in the dynamics of a video, where lighting can change and create additional visual effects. The paper also discusses practical recommendations for adapting makeup to different shooting conditions to achieve the most natural and aesthetic result.

Annotation: The article analyzes the impact of the COVID-19 pandemic on the development of the global economy and trade. It is determined that in the short term, COVID-19 had the most significant impact on the dynamics of world GDP, world exports of goods and services, and foreign direct investment A statistical analysis of the negative consequences is carried out and the destructive impact on the activities of global companies integrated into international value chains is revealed. The social consequences of the restrictions on labor activity during quarantine are determined. It is determined that the factor of globalization and interdependence has great importance for the development of economies of individual states, as well as entire regions and continents.

Annotation: (Українська) У статті розглядається вплив типу автомобільних шин на зчеплення з дорожнім покриттям.

Annotation: The article reveals the essence of the creative environment, its modern features and analyzes the trends of the strategy of positioning in the creative environment. A comparison of the positioning strategy in the creative environment of domestic and foreign enterprises was also carried out.

Annotation: (Українська) Статтю присвячено дослідженню основних характеристик, перспектив розвитку та застосування інформаційних технологій в при викладанні вищої математики. Визначено ключові властивості інформаційних технологій та напрямки розвитку сучасних інформаційних систем в освітньому процесі.