Psychology has relatively recently turned to a serious study of the problem of emotions. Vivid and expressive emotional states have long attracted the attention of scientists, artists and ordinary people, but the science of emotions should study not only these extremely short-lived experiences. The functional approach, which has become widespread among neurophysiologists, has made it possible to link together emotions and the functions of specific brain structures and processes. In this regard, emotionality is a human property that characterizes the content, quality and dynamics of his emotions and feelings. One of the main components of temperament. The properties of emotionality as one of the areas of manifestation of temperament are impressionability, sensitivity, impulsiveness, etc. The meaningful aspects of emotionality reflect phenomena and situations that are of particular significance for the subject. They are inextricably linked with the core characteristics of the personality, its moral potential: the direction of the motivational sphere, worldview, value orientations, etc. The qualitative properties of emotionality characterize the individual’s attitude to the phenomena of the surrounding world and are expressed in the sign and modality of the dominant emotions. The dynamic properties of emotionality include the peculiarities of the emergence, course and cessation of emotional processes and their external expression. Thanks to emotional stability, as a personality quality, in extreme conditions, the transition of the psyche to a new level of activity is ensured: such a restructuring of its incentive, regulatory and executive functions that allows one to preserve and further increase the efficiency of activity and stability of behavior. Emotionality plays a special role in women’s perception of their appearance and self-image. In modern society, despite the declared gender equality, there are many gender stereotypes. In order to carry out joint activities, as well as to implement other cultural norms and rules, people of different sexes receive different upbringings, the body is hidden under clothes, various prohibitions and taboos are established, as well as various standards of male and female beauty from makeup and clothing to figure parameters. These standards are intensively propagated by the media. Thanks to the activities of the advertising industry, men and women develop an image of an ideal physical self, which ambiguously influences self-perception and the formation of an adequate self-esteem of one’s personality by an individual. Self-esteem is one of the components of the “Image - Self” in humanistic psychology. With adequate self-esteem, a person correctly correlates his capabilities and abilities, is sufficiently critical of himself, and strives to realistically look at his successes and failures. Based on inadequately inflated self-esteem, a person develops an incorrect idea of ​​himself, the perception of reality is distorted, the person tries not to notice everything that violates the idea of ​​himself. A number of terms are used to denote this phenomenon in the psychological literature: “idea of ​​self”, “image” I", "concept of I", "I concept", Some authors use them as synonyms, others try to establish their hierarchy according to the degree of generalization and stability: "image of I" means something depending on the situation, "concept of I" is thought of as a stable structure of self-awareness etc. Since the possibility of strictly delineating the meaning of these terms seems doubtful, in further presentation we will use the collective term “Image of the Self” to denote the Individual’s ideas about himself. The subject of such studies is most often the structure and components of the “Image of the Self” (in in what concepts the individual perceives and describes himself, which properties of his body and personality he is more aware of and which less clearly, how the individual components of this image are combined with each other), then those mental processes and operations with the help of which the individual realizes, evaluates and conceptualizes yourself andone’s behavior, and, finally, the psychological functions of self-awareness (how adequate the “I-image” and private self-esteem are, and what role they play in the self-regulation of individual behavior). How are these questions studied? The methodological arsenal of modern psychology is quite rich. She widely uses methods such as free self-description, when a person is asked to answer the question “Who am I?”, and the frequency and sequence of mentioning certain qualities in the answer allows us to judge the degree of their significance for a given individual, the so-called sorting method, when the subject is asked to sort the cards containing ready-made judgments into several groups - from those that most accurately describe his own appearance and experiences to those that are least characteristic of him. There are also various self-assessment scales and indices that ask the subject to characterize himself (or predict how others will evaluate him) using a certain set of adjectives. Verbal (verbal) self-assessment techniques provide the researcher with rich and interesting material about how a person sees and perceives himself. However, this material must be used carefully, given that people have a so-called “answer bias” - a predisposition to answer questions in a certain way. For example, if given a choice between positive and negative answer options, a significant number of subjects always choose the positive option; the first of the proposed answer options is in a preferential position compared to subsequent ones, etc. When it comes to the intimate characteristics of people, to this are added such moments as fear of self-disclosure, the desire to get off with a stereotypical answer. The nature of the answers is also influenced by the environment in which the survey takes place, therefore, to ensure their reliability, it is recommended to repeat the self-description procedure with the same people several times and in different settings. All these difficulties of verbal techniques reflect the real multidimensionality and polysemy of the “I-image”, behind which, in turn, stands the complexity and inconsistency of personality relationships.U. James said that a person whose empirical personality has wide limits, who has always achieved success through his own efforts, a person with a high position in society, financially secure, surrounded by friends, enjoying fame, will hardly be inclined to succumb to terrible doubts, will hardly treat towards her powers with the same distrust with which she treated them in her youth. Self-assessment criteria are also ambiguous. An individual evaluates himself in two ways: 1) by comparing the level of his aspirations with the objective results of his activities and 2) by comparing himself with other people. The higher the level of aspirations, the more difficult it is to satisfy them. The empirical validity of this James formula is proven not only by everyday experience, but also by many special experiments that indicate that successes and failures in any activity significantly influence an individual’s assessment of his abilities in this type of activity: failures, as a rule, reduce claims, and success increases them. The moment of comparison is no less important: when evaluating himself, an individual, voluntarily or involuntarily, compares himself with others, taking into account not only his own achievements, but also the entire social situation as a whole.A. Adler, studying the features of personality formation in ontogenesis, showed the existence of a close connection between the bodily image of the self and self-esteem. A. Adler identified physical, mental, psychological, social and economic areas of life in which a person may experience a feeling of inferiority. Adler argued that a person's goals and expectations influence behavior more than past experiences, thereby emphasizing the greater importance for the individual of social interests - a sense of community, cooperation and altruism. [1]E. T. Sokolova notes that a person’s awareness of his bodily essence (which is usuallyincludes awareness of body schema, appearance and gender) is the same cognitive process as cognition (reflection) of objects in the external world and other people. This process is always mediated by the needs and relationships of the subject as a person, due to which self-awareness is a complex dynamic unity of knowledge and attitude, intellectual and affective. The subject of self-perception and self-esteem of an individual can be his body, his abilities, his social relationships and the identity of other personal manifestations. In accordance with this, a system of private self-assessments is distinguished. However, it is assumed that these private self-evaluations, taken in their dynamic totality, are integrated into some generalized experience associated with a holistic image of the “I”. It is this generalized and relatively stable self-esteem that is the subject of psychological analysis in most studies. [2] Unconsciously protecting themselves from the influence of stereotypes, many go to the other extreme - they try to convince themselves that appearance is not so important. And they are wrong: in fact, appearance matters. There are many studies in psychology that confirm this fact. Whether we like it or not, a woman's physical attractiveness largely determines her success with men. The same goes for handsome men: women like them much more than ugly ones. Beauty is a pleasure for everyone: more attractive people get more prestigious jobs and earn more. Adults show similar bias when judging children. American psychologist Karen Dion has proven that children whom adults consider to be insufficiently attractive in appearance learn worse than their “beautiful” peers and master social skills worse. [3]However, such a clear dominance of rigid and stereotypical ideas about beauty turned out to be unprofitable... for manufacturers of consumer goods: people who do not meet generally accepted standards feel disadvantaged, it is more difficult for them to choose clothes, shoes, cosmetics, and their purchasing potential is not realized. The American cosmetics brand Dove found a way out. On March 8, 2004, his unprecedented advertising campaign launched: the products were advertised by five “ordinary” women with many “flaws” in appearance: a red-haired, freckled girl; wrinkled old lady; charming plump woman in a tight dress; a forty-year-old thin woman and a woman with gray hair... However, each of them literally radiated charm, energy and confidence in their own attractiveness. The result was interesting results: demand for products increased, and the women who carried out the advertising had increased self-esteem. [4] On the basis of the North Caucasus State Technical University, we conducted a study on the influence of emotionality and appearance on women’s self-esteem. The choice of the object of our research is due to the idea that for most women, self-esteem of their own appearance and its emotional state is extremely important in social contacts . Thus, the relationship between the physical self and social motivation could, in our opinion, be most clearly demonstrated precisely in the example of female respondents. However, a comparison of the data obtained in our work with the results of a study of men is of particular interest and may be the subject of special study. Since we pursued the goal of creating a fairly homogeneous sample, we used a sample limitation based on the age of the subjects (from 15 to 35 years) . Otherwise, it is obvious that expanding the age range will create an additional factor that requires mandatory consideration when analyzing the results. We studied self-esteem of appearance in two directions: self-esteem of appearance in the present and in the future. Self-esteem of appearance in the present was revealed through a comparison of the ideal image of the self and the image of the self in the present. For processingresults, the Spearman rank correlation coefficient was used. As a result of the study, correlation coefficient values ​​of 0.65 in the first group and 0.27 in the second were obtained. At a more mature age, the perception of the physical image of the self is more positive than at a young age. This is due to life experience, perception of the integrity of one’s age and body. A woman is no longer inclined to idealize her body image with generally accepted standards, as girls do when trying to look perfect. It should also be noted that age and perception of one’s physical self correlates with emotional stability. For the entire sample, future self-esteem values ​​ranged from –0.60 to +0.65. In both groups of subjects, self-esteem in appearance at the age of 60 years turned out to be higher than self-esteem in the present. This confirms our assumption that in women, the image of the self in the future contains the idea of ​​​​a change in their physical self compared to the present, and this change shows a clear tendency to increase self-esteem. This is mainly due to social and personal changes, as well as the fact that the future image is not so emotionally loaded for a woman. As confirmation of this trend, we can consider individual cases when self-esteem of appearance in the future not only did not decrease, but even increased compared to the present. In the sample as a whole, such cases accounted for 90%, and in the group of emotionally balanced women it was 100%. Obviously, for some people with a negative image of their appearance, their self-image in the future may seem more attractive than in the present, despite the ravages of time. It can be assumed that people with low self-esteem of appearance place greater importance on their physical self-image and experience more anxiety about a future in which this self-image undergoes changes. To compensate for this anxiety, a defense mechanism may be triggered in certain individuals, due to which the fact of the inevitability of either these changes themselves or their negative nature is denied. People with high self-esteem of appearance are characterized by a more realistic perception of their physical appearance in the future: for them, the fact of changes in appearance over time seems quite natural. In addition to measuring self-esteem of appearance, we conducted a qualitative analysis of respondents’ answers to study the characteristics of the physical image of the self in each group of subjects, then there is an analysis of preferences in evaluating body parts. It is interesting that in both groups of subjects, both in the present and in the future image of the self, the eyes took first place in attractiveness. Obviously, this indicates the special importance of the eyes in women’s ideas about their physical appearance. Moreover, in the group with low self-esteem of appearance, when assessing the future image of the self, the importance of the eyes even increased compared to the image of the self in the present (in the group with high self-esteem of appearance, there is no such shift). Apparently, in the views of respondents with low self-esteem, the eyes are the part of the body that will change least over time and will determine the attractiveness of a woman in old age. In addition, the desire of all female respondents (and especially those with low self-esteem) to maintain a positive self-image in the distant future by emphasizing inner beauty (the eyes are traditionally considered the “mirror of the soul”) is obvious. From the above data it is also clear that in the group with low self-esteem of appearance, when assessing the future self-image, the importance of the face increased in comparison with the present. Below we will try to explain this fact, which is consistent with the following results of respondents’ assessment of the least attractive parts of the body. In ideas about their real physical image I received the lowest scores (from 1 to 5): ingroup with low self-esteem of appearance: teeth (50% of respondents), back (42%), stomach (35%); in the group with high self-esteem of appearance: ears (65%), eyebrows (58%), nose (50%). In ideas about their future physical image, the lowest scores (from 1 to 5) were received by: in the group with low self-esteem of appearance: chest (58% of respondents), stomach (58%), waist (50%); in the group with high self-esteem of appearance: teeth (54%), neck (54%), ears (50%). In relation to self-images in the present, no pattern was found in the assessment of the least attractive parts of the body by respondents with low and high self-esteem of appearance. But in relation to future images of self, it is necessary to note the following: according to respondents with high self-esteem in appearance, parts of the head and face (teeth, neck, ears) are most susceptible to the aging process, while, according to respondents with low self-esteem, the body as such (stomach , waist and chest) will lose its attractiveness much faster. Therefore, for respondents with low self-esteem, the face will retain its attractiveness in the future to a greater extent than the body. This perhaps reveals the desire of respondents with low self-esteem to emphasize the priority of the value of the individual (hence the importance of the face), which is not subject to physical aging, over physicality. This is probably also evidenced by the special importance respondents attach to their eyes. But this problem certainly needs more careful study. The structure of self-esteem is represented by two components - cognitive and emotional. The first reflects a person’s knowledge about himself, the second – his attitude towards himself as a measure of self-satisfaction. Let’s give an example of analyzing part of the drawings “My Body” depending on the self-esteem of women. In 2 out of 3 pictures with inadequately low self-esteem (ages 26, 33 and 34 years), there is quite high uncertainty, with a lack of energy and desire for change. The body is perceived as incomplete: the absence of many parts (a flower without a stem and leaves, only the girl’s head and shoulders). This means that the reasons for inadequate low self-esteem lie in the area of ​​acceptance of one’s body, one’s physical self. There is a compensatory desire to embellish oneself, to hide one’s shortcomings. In the remaining figure, which is 33.3% (1 out of 3), on the contrary, all signs are absent asthenia and loss of strength, but there is neuropsychic tension. Double contours and the presence of shading indicate that the cause of neuropsychic stress is increased anxiety. The greatest concern is in the area of ​​intellect and figure. In addition, this rather young woman has uncertainty in her position, which she perceives both in the literal - figurative and in the psychological sense. Particularly noticeable is the absence of a face. In this case, a psychological defense occurred - repression. Perhaps this woman’s most acute negative psychological experiences are associated with her face. Low self-esteem (31 and 35 years old). Images of the body like a large, well-drawn flower and a sun with rays and facial features. This speaks generally of a positive image of oneself, one’s body, as the physical self of the “I-concept”. However, in one case there is a crossed road with a lot of shading - anxiety and search, in the other - a desire for self-propagation, emphasizing one’s significance, weightiness. It should be noted that these women have a negative emotional state due to dissatisfaction with their figure. Images of a flower (20 and 22 of the year). In the first case, a small drawing in the upper part of the sheet speaks, on the one hand, of a desire for a high position and status, on the other, of some uncertainty and an understanding of one’s insignificance. In the second case: a flower in a vase on the table in the middle-bottom part of the sheet . There is shading in the flower itself. This suggests some inconsistency. However, vertical and extroverted shading speak, on the contrary, of confidence and desire for.