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the analysis of results of experiment

The image imidzhevoj advertising creates virtual "reality" in the subjective world of the person. As marks M.Kastels [Kastels 2000],
Modern mass media, and, accordingly, and transferred with their help of images, form special communicative system in which the reality of material and symbolical existence of people plunges into the created virtual images, the unreal world in which images are not an experience transmission medium, and actually experience.

Thus, the behaviour and functioning of real object becomes a prototype of the virtual object presented in a certain context according to problems of the sender of the advertising message and applied means of expression of the purpose of the advertising message.

We believe, that process of designing of an image imidzhevoj reklamny is realised thanks to the mechanism metaforizatsii which conducts «to reception of new knowledge of the world and to ojazykovleniju this knowledge. metaforizatsija it is accompanied by an impregnation in new concept of signs of already learnt validity displayed in value of the recomprehended name that leaves traces in metaphorical value which in turn« is intertwined »and in the picture of the world spoken by language» [Telija 1988: 177]. According to O.S.Zubkovoj, «figurativeness is in a basis pertseptsii objects» [Zubkova 2011а: 93], and «virtual pertsept or the mental image is replaced in diskursivnyh conditions with a plot. metaforizatsija uses intermediate images of compared lexemes in the form of an expression in natural languages» (tsit. On: [Zubkova 2011а: 93]).

As as stimulus by us have been chosen imidzhevye the advertising objects combining both verbal, and visual components, as a result of the spent experiment from examinees numerous various reactions which have been counted and shown by us in the general tables have been received. Besides, in many cases to allocate a kernel of an associative field (prepotent reactions) it was not represented possible, therefore we had been defined the integrated groups containing reactions with similar senses. For each of
Objects for two investigated groups associative fields have been constructed and allocated corresponding prepotent (the most frequency reactions) and peripheral groups of signs.

Within the limits of our research we after A.A.Zalevsky [Zalevsky 1992] treat knowledge as the mediated validity of thought taking into account its social conditionality, and the basic function of knowledge of different kinds - reflexion of the objective world, and access to knowledge occurs through stimulnye objects.

JU.N.sentr [Sentries 2000] believes, that the estimations given by native speakers stimulnomu to object, are defined by the relation «the person - the validity», and relations «language - the validity» are described with the help of "a semantic Gestalt», defining an associative field as unit of knowledge of the world. The semantic Gestalt is built on the basis of semantic classification entering in the field assotsiatov (reactions) and consists of several semantic zones which unite signs of a subject typical for given language consciousness or the concepts corresponding to stimulus of an associative field, and «structurization of an associative field by a principle of a semantic Gestalt allows to consider all reactions in the field, including, individual, reflecting personal perception of respondents» [Kiselyov 2009: 6], for example, in reply to shown stimulus (a logo of Kursk drama theatre of A.S.Pushkina) we had been received such reactions, as abriviatura; Remembered, noble curl; nerazbochivost, but it is beautiful; sewing studio; I see a feather of a bird which symbolises the handle, and also the signature of the person, it is possible to reduce whose initials K.M., which we could not carry to one of the semantic groups reflecting the characteristic stimulnogo of object.

We after Z.D.popovoj and I.A.Sterninym [popova, Sternin 2007] will subdivide an associative field stimulnogo object into the semantic groups which allocation we will spend with the help

Method semnoj interpretations assotsiatov which consists in the value formulation assotsiatov as values of the semantic components making semantic structure stimulnogo of object, simultaneously spending generalisation of the received results: so, relatives on semantics assotsiaty, naming the same semantic component, unite, and their rate is summarised and it is underlined as rate of actualisation given semy in experiment.

Owing to the limited volume of the dissertation it is not obviously possible to consider all obtained data. We will present the analysis of the most representative examples which reflect specificity of functioning of images imidzhevoj advertising and their influences on the individual perceiving it. The qualitative analysis of results of experiment urged to show associative communications between initial image imidzhevoj advertising and the received reactions as the associative field stimulnogo object reflects all variety of its linguistic and extralinguistic parametres.

Let's consider stimulnye objects №1 and №9, concerning theatrical sphere (the general list is presented in the Appendix 1).

Stimulnyj object №1 - an emblem Kursk

Drama theatre of A.S.Pushkin

Results of research stimulnogo object №1 are presented in the form of an associative field in Drawing 5 (the Fig. 5 see).

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Drawing 5

Associative field stimulnogo object №1

For respondents of the first group the nuclear layer of an associative field is presented only by semantic group «Theatre, theatrical representation» (46 reactions: the actor (9); performance (8); the play (5); an interval (2); flowers (2); the ticket; season opening; a premiere (4); repertoire (3); rehearsal (2); a scene (2); theatre (2); a balcony; buffet; side scenes; a box; an orchestra; "Hanuma"). The base layer of an associative field consists of two semantic groups: «Art, culture» (8 reactions: art (4); culture (3); a cultural life of a society) and «Perception, an estimation, feelings» (6 reactions: interesting performance; pleasant evening at theatre; the Savage good performance; it is not has gone right to Romeo and Juliette; a remembered, noble curl; nerazbochivost, but it is beautiful). A peripheral layer make semantic group "Literature" (3 reactions: the novel; the letter a feather; the literature) and individual reactions (1 reaction: abriviatura).

Associative field stimulnogo object №1 for the second group ii. Consists of the nuclear layer presented by two semantic groups: «Theatre, theatrical representation» (22 reactions: actors (4); the beautiful young actor; an applause; the poster; performance (3); a drama; theatre (4); tragedy; Dramatic theatre in Grodno; a hall; a scene; a monument to Pushkin near theatre; «Oh this Anna»; "Tartjuf") and «the Literature, creativity A.S.
Pushkin »(22 reactions: a feather (2); books; the literature (2); about-in writers; to write verses; to read; Pushkin's signature; Pushkin (3); poems (2); the poet (3); Pushkin's poem« Winter morning »; Borodino; Godunov; death; duel), the base layer made by semantic group« Perception, an estimation, feelings »(6 reactions: a pain; causes skukotu, a negative, since all in dark tones; desire to sleep; m... In a fantastic way; it is possible to descend to look the play; I love theatre), and a peripheral layer in which we have included semantic group« Art, culture »(2 reactions: art; art is eternal) and individual reactions (4 reactions: a leaf; sewing studio; an emblem of any community; I see a feather of a bird which symbolises the handle, and also the signature of the person, it is possible to reduce whose initials K.M.).

Having analysed the obtained data, we have found out, that the nuclear layer of an associative field of two investigated groups is distinguished: for ii. The first group it is characteristic otsenivanie stimulnogo object №1 on the basis of a field of activity of the object specified to it (Kursk drama theatre of Pushkin), i.e. with theatre and theatre life (ii. The first group 46 reactions, and ii have been given. The second group - 22 reactions). In the second group we had been found out associative communication between the surname "Pushkin" specified in a logo, and sphere of its activity, i.e. the literature. It is remarkable, that in the first group of the reactions, concerning literatures, it has been given very little (3 reactions against 22 reactions in the second group). Presence of the reactions concerning, in particular, to the most drama theatre in Kursk at ii. From the second group can mean, that they were in Kursk or are familiar with creativity of Kursk theatre (3 reactions: the Monument to Pushkin near theatre; «Oh this Anna";" Tartjuf »). At respondents of the second group (representatives of medical high school) the part of reactions reflects emotions as with negatively painted konnotatsiej (causes skukotu, a negative, since all in dark tones; desire to sleep; a pain), and with positive (m.... In a fantastic way) and with neutrally painted konnotatsijami (it is possible to descend
To look the play). In separate group we had been allocated individual reactions (sewing studio; an emblem of any community, etc.), not approaching to one of the allocated nuclear and base layers.

Associative field stimulnogo the object №1, made of reactions ii. Both groups, specifies that the verbal component imidzhevogo object is prepotent: the Kursk drama theatre of Pushkin, and on the basis of an image connected with a word "theatre", goes process metaforizatsii and formations of associative communication stimulnogo object and an image arising in an individual lexicon of the respondent.

Stimulnyj object №9 - an emblem of Kursk theatre

The young spectator

Stimulnyj the object №9 is made by a visual component in the form of a sailing vessel of black colour and a verbal part - the name of theatre of the young spectator "Coeval". The associative field stimulnogo object №9 is presented in drawing 6 (the Fig. 6 see).

Drawing 6

Associative field stimulnogo object №9


Nuclear layer of an associative field stimulnogo object №9 for ii. The first group the semantic group «makes Theatrical representation, creativity» (28 reactions: theatre of the young spectator (7); a Theatre for Young People (5); performance (7); children's creativity; employment in studio; a small scene (2);
The play the old man and the sea; a philharmonic society; performance (2); statement) which includes the reactions, concerning theatre, theatrical representations and their participants. The given group makes an element of a nuclear layer and an associative field for the second group (20 reactions: actors (4); a make-up (2); a curtain; spectators (3); suits; dolls on a scene; side scenes; a papier-mache; representations; statement Pushkin; a fairy tale; the contemporary; theatre; statement), but, unlike an associative field stimulnogo object №9 first groups, in a nuclear layer of an associative field of the second group two semantic groups, here is included also semantic group «Sea subjects» (27 reactions: a ship (3); the ship (2); the picture is presented in the form of a ship; a ship from ladoshki, a boat (2); a sailing vessel (10); a petrel; a wind; the sea (4); travel; an alloy on the river). It is necessary to notice, that semantic group «Sea subjects» (3 reactions: the ship; a boat; The sailing vessel) makes a peripheral layer of an associative field stimulnogo object №9 first groups where individual reactions (3 reactions are included also: alignment; itself; the butcher). The peripheral layer of an associative layer stimulnogo object for the second group is presented only by individual reaction (1 reaction: a tag).

Let's consider base layers of associative fields. So, in the first group by us it has been allocated two base layers: on the first the semantic group «Perception, an estimation, feelings» (13 reactions settles down: interesting theatrical performances; children's impressions; I remember as went; the close; the sad; the acquaintance; the gloomy; originality; idle time and from it it is pleasant; boringly; depressing; it was remembered; interesting performance with dolls), on the second - semantic group «School subjects» (6 reactions: school (3); children (2); pupils). At the second group there is only one base layer, but it is made of two semantic groups: «Perception, an estimation, feelings» (6 reactions: cultural rest; rest; a smile; sadly; the name speaks about that that participation is accepted by young men; I want in swimming) and «School subjects» (8 reactions: children (3); youth (2);
The young man; magazine; summer camp). Thus, base layers of associative fields stimulnogo object of №9 both groups coincide.

The received reactions ii. The first group grow out metaforizatsii of a verbal component stimulnogo object №9 - theatre of the young spectator the Coeval, and also presence of the previous experience and background knowledge, on what the reactions connected with school, memoirs, features of perception, emotions, feelings specify. Presence of individual reactions has individual character.

If to analyse the reactions received from ii. The second group then other picture is observed: the majority of reactions grow out metaforizatsii visual making (ship): from here and prepotent semantic group «Sea subjects». At the second group there are also the reactions, concerning creativity, theatre life, but in the given group such reactions have the general character, for example, actors, a make-up, a curtain, dolls on a scene, a papier-mache, etc., and directly are not connected with object imidzhevoj advertising (a Theatre for Young People the Coeval) unlike the reactions given ii. The first group, for example, a philharmonic society, a small scene, employment in studio which concern the theatre of the young spectator located in Kursk in a building of a regional philharmonic society.

At perception imidzhevogo the advertising text in an individual lexicon of examinees there is the certain virtual image reflecting their picture of the world. Considered by us imidzhevye advertising texts №1 and 9 are similar on structure and the creation purpose: both of them represent emblems of theatrical structures, but identification of values is carried out with a support on a theatrical orientation (a building, representations), and also the literature (in connection with A.S.Pushkin's name), in imidzhevom object №9 we can observe elements of similarity to a support on values of the sea and creativity. Thus, the associative field stimulnogo object №9 is presented by a nuclear layer «Theatrical representation, creativity» - 41,74 % (48 reactions), the base layer 1 consists of semantic group «Sea

Subjects »- 26,09 % (30 reactions), the base layer 2 is presented by two semantic groups:« Perception, an estimation, feelings »- 16,52 % (19 reactions) and« School subjects »- 12,17 % (14 reactions), and the peripheral layer is filled only by individual reactions. The structure of an associative field received by us shows, that at otsenivanii this text imidzhevoj advertising for addressees important have appeared both verbal, and nonverbal components.

Let's consider stimulnye objects №2 and №8, representing emblems of sports clubs of a city of Kursk.

Stimulnyj object №2 - a fitness club emblem

"Wreath"

The visual component stimulnogo object is presented by the image of an imperial crown on a bright green background, verbal - a nominative element "Wreath".

The associative field stimulnogo object №2 is presented in drawing 7 (the Fig. 7 see).

Drawing 7

Associative field stimulnogo object №2

Let's consider an associative field stimulnogo object №2 first groups: the nuclear layer is presented by semantic group «Employment

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Sports, ZOZH »- 73,77 % that makes the majority of reactions (45 reactions: fitness club (5); club (4); a rocking chair (3); kachalochka; excellent fitness club; sports (4); sports!; sports - pledge of a healthy way of life; playing sports (4); fitness (5); fitness (2); health (3); a healthy way of life (4); a way of life; muscles; force; a bar; the trainer; trenirovochka; training), a base layer one also is presented by semantic group« Perception, an estimation, feelings »(8 reactions: hobby; success; good mood; expensively; brightly; beauty; the green does not calm, and irritates with the greatness; naljapist). The peripheral layer in an associative field is various and consists of semantic groups" Monarchy "(2 reactions: a crown; the monarch),« the Wreath, wedding »(4 reactions: a wreath (2); the wedding; wedding) and individual reactions (2 reactions: the Emblem; imperceptible avengers). Received from ii. The first group of reaction (sports - pledge of a healthy way of life!; a wreath - the award to the person for works; a monarchy; the tsar and his family, etc.) show, that in stimulnom object №2 implitsitno the information that visiting of the specified institution will make you more strongly is entered, will put in one number with representatives of the power/monarchy. In spite of the fact that these judgements are not the statement of the absolute superiority of this club over all others in a city, the author imidzhevogo the advertising text maintains such false conclusion, counting on noncritical perception of the advertising text the respondent.

The associative field stimulnogo object №2 second groups considerably differs from received for the first group: a nuclear layer is semantic group "Monarchy" (26 reactions: a crown (4); the tsar (4); the tsar and his family; «the Tsar, simply tsar»; kingdom; a monarchy (4); the king (2); board), the base layer is presented by two semantic groups: «the Wreath, wedding» (9 reactions: a wreath - the award to the person for works; wedding (2); a wreath (2); a crown which dress young at wedding on a head; a wedding crown; wedding; a celibacy wreath) and «Money, riches, luxury» (10 reactions: jeweller shop (2); riches (2); money;
Expensive conditions; gold and a red velvet; credits; luxury (2)), and a peripheral layer the Perception, an estimation, feelings »(make semantic group« 4 reactions: the rich picture causing interest; a drawing nasty; beautiful colour; the sated green colour) and individual reactions (7 reactions: Ivan Vasilevich changes a trade; citizenship; whom have chosen; the beer name; communication with the organisation of holidays is traced; bath advertising; conformity). That fact, that ii is remarkable. The second group it has not been given any reaction, concerning primary activity of the club which logo has been used in quality stimulnogo object.

Prepotent semantic groups in the general associative field stimulnogo object №2 are groups «Playing sports, ZOZH» - 38,45 % (45 reactions) and "Monarchy" - 23,92 % (28 reactions), other groups are characterised by practically identical percentage parity of reactions entering into them and are on the second base layer of an associative field.

Considering answers ii. The first group (townsmen of Kursk) it is possible to draw a conclusion, that the image imidzhevoj reklamny stimulnogo object №2 really induces respondents to form in the individual lexicon an image connected with playing sports and a healthy way of life, as it a sign the given club. Analyzing reactions ii. The second group to which the city and fitness club the Wreath is not familiar, we have found out absolutely other picture: in an individual lexicon the image of riches, the power and a monarchy is formed. Thus, us it was revealed, that at perception of an image of advertising the pragmatical factor which is the answer to a question «is shown That I can personally receive for myself from the object represented on a logo, what is specified and described in the advertising message?» . The pragmatical factor was showed in reactions ii. The first group (Kursk), which sign the fitness centre logo, but was not showed in reactions ii. The second groups (Byelorussia): respondents did not know, that it is possible to receive «personally for itself» from

Analyzed object, therefore kognitivnyj the mechanism metaforizatsii in a situation "here-and-now" has been realised with a support on the visual component presented by a crown.

Stimulnyj object №8 - an emblem of sports club "Falcon"

The verbal component stimulnogo object (the name of club and a club profile) is represented by a Latin on an orange background.

The associative field stimulnogo object №8 is presented in drawing 8 (the Fig. 8 see).

Drawing 8

Associative field stimulnogo object №8

Associative field stimulnogo the object №8 made of reactions ii. The first group, Playing sports, ZOZH »(26 reactions is presented on a nuclear layer by semantic group«: sports (5); a healthy way of life (4); health (3); training; reduction of the body in an order; fitness (3); training apparatus; fitness club (4); training; dumbbells; interestingly; a rocking chair), on base a layer semantic group «Perception, an estimation, feelings» (7 reactions: beauty; not harmoniously; simplicity; stylishly; the bright; tsevilno; expensively), on a peripheral layer semantic groups of the Bird »(3 reactions: a bird (3)),« clothes Subjects »(2 reactions: the designer; a label) and

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Individual reactions (4 reactions: filling; border; font; meetings with friends).

Associative field stimulnogo the object №8 made of reactions ii. The second group, on a nuclear layer Playing sports also consists of semantic group «, ZOZH» (33 reactions: playing sports (4); sports (4); loadings (3); physical exercises (4); training apparatus (4); for a healthy way of life; a healthy way of life (4); health; the big light hall (2); a hall; the subscription (2); it is necessary to get the subscription; mirrors; eutrophy), on a base layer from semantic groups "Birds" (5 reactions: a bird (4); a bird the Falcon), «clothes Subjects» (7 reactions: a label on clothes; clothes label; the size S; a boutique; clothes shop; clothes; a dress) and «Perception, an estimation, feelings» (9 reactions: beauty; symmetry; a tone; weariness; suspiciousness; doubt; good time; force (2)), and on a peripheral layer it is presented only by individual reactions (6 reactions: the sky; advertising of ophthalmologic clinic; orange juice; settlement; Arnold; Money).

As well as in the object №2 considered by us above, in stimulnom object №8 prepotent is the semantic group «Playing sports, ZOZH» (only 59 reactions), connected with a club profile, but, unlike stimulnogo object №2, a semantic sign «playing sports, the sports subjects, a healthy way of life» are dominantym for both investigated groups. Semantic groups «clothes Subjects» (9 reactions) and "Birds" (8 reactions) grow out of realisation kognitivnogo the mechanism metaforizatsii in a situation "here-and-now" with a support on a verbal component of the advertising text - S, Sokol.

In spite of the fact that prepotent signs of construction of associative fields at stimulnyh objects №2 and №8 coincide, features of formation of images at ii. From different groups differ: in the first case the image is formed on the basis of metaphorical carrying over with a support on

Popularity imidzhevogo object (group 1) and a nonverbal part (group 2), and in the second case - only on a verbal component (both groups).

Stimulnye objects №6 and №10 represent emblems of night clubs of a city of Kursk.

Stimulnyj object №6 - the image of a logo of a night club

The verbal component stimulnogo object №6 is

The night club name in English. Graphically the logo is executed in red-black-yellow tones and reminds a neon signboard.

The associative field stimulnogo object №6 is presented in drawing 9 (the Fig. 9 see).

Drawing 9

Associative field stimulnogo object №6

The associative field stimulnogo object №6 for the first group is made of semantic group «Entertainments, a night club» (53 reactions: club (4); a night club (8); dances (4); a disco (4); a party (10); loud music; music (5); excellent music; a son of lumiere (2); youth (2); PSP (6); meetings with friends; DJs; an entertaining night life; spirits (3)) on a nuclear layer, semantic group «Perception, an estimation, feelings» (9 reactions: the brilliant; cheerfully; glamur; stylishly; absurdity; not beautifully, not brightly, does not impress; darkness; black colour; bright) on a base layer, and also semantic group

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"Cinematography" (4 reactions: America; a matrix; a film; a mafia which is ridiculous) and individual reactions (2 reactions: lamps; points) on a peripheral layer. The associative field stimulnogo object №6 for the second group on a nuclear layer also is presented by semantic group «Entertainments, a night club» (51 reaction: club (8); game club (3); a night club (10); alcohol (2); spirits (2); a cocktail; « Bloody Mary »; dances (3); a disco (4); the DJ (2); DJs; a dancing; music (3); Las Vegas; a casino; entertainment; a son of lumiere (2); a party (2); a meeting with friends; a night club signboard; a neon signboard). For the second group by us it has been allocated two base layers: on the first semantic group" Cinematography "(17 reactions is located: a matrix (4); the Matrix a film (4); NEO; neo (2); Kianu Rivz; agent Smith; the Doctor Who; a red tablet; a dream; a fantasy), and on the second -« Perception, an estimation, feelings »(8 reactions: bright enough picture which involves in itself; darkness; good rest in Bulgaria; for a long time any more was not in club; the pleasant company; remembered evening; the loud; noisy). Individual reactions (2 reactions: mathematics; sparks) make a peripheral layer.

stimulnogo object №6 we have divided the general associative field into three basic semantic groups. The semantic class «Entertainments, a night club» (104 reactions) is prepotent, and abbreviation PSP (Politech Style Party) is present only at the reactions given by representatives from of Kursk (the first group): reduction PSPиспользуется for name of actions and parties which will be organised only in this night club that is not known to respondents from other region. Base semantic groups of an associative field are groups "Cinematographies" (21 reaction) and «Perception, an estimation, feelings» (17 reactions). Occurrence of the reactions concerning cinema and cinematography, is connected with start kognitivnogo the mechanism of metaphorical carrying over with a support on a verbal component of the advertising text - MATRIX which besides the night club name simultaneously is also the name fantastic

Trilogies - "Matrix" (Matrix) (the manufacture country - the USA) in which plays Kianu Rivz, are such heroes as agent Smith, neo (NEO), concepts a red tablet, a dream, etc. Reactions the Doctor Who are used; a mafia which is ridiculous are continuation of performance of the started mechanism of metaphorical carrying over, but already with a support on a secondary sign - cinematography of America.

Stimulnyj object №10 - the logo image

Night club Diamond

The logo of a night club representing stimulnyj object №10 is a polycode text: the verbal part - the club name in English, is supported by a graphic representation - a white brilliant on the black background, framed with wings which together create sensation as prestigiousnesses, and some degree of freedom.

The associative field stimulnogo object №10 is presented in drawing 10 (the Fig. 10 see).

Drawing 10

Associative field stimulnogo object №10

The associative field stimulnogo object №10 for the first group consists of the nuclear layer presented by semantic group «Entertainments, pastime, a night club» (33 reactions: club (8); a night club (7); youth (3); a night life; a party; rest; spirtn. Drinks; dances (4); loud music; a disco; a karaoke (4); music), 148


The first base layer with semantic group «Perception, an estimation, feelings» (13 reactions: cheerfully; glamurno; road; the found; the classical; prestige; gravity; too difficult for a measured life; stylishly; strictly, darkly, terribly; the elite; greatness; not for a planet the Earth), the second base layer with semantic group «Jewelry, money» (5 reactions: a brilliant (4); money) and individual reactions (3 reactions: system of values; associates nothing!; hachiki) a peripheral layer.

The associative field stimulnogo object №10 for the second group consists of semantic group «Jewelry, money» (42 reactions: a brilliant (6); brilliants (6); diamond (5); money (4); riches (6); a prosperity (2); jewels (3); jewelry (5); gold; the picture is presented by ornaments; rings; advertising of jeweller shop; luxury) on a nuclear layer, semantic group «Entertainments, pastime, a night club» (12 reactions: songs (2); music (4); a karaoke (2); a night club (2); dances; a party) on the first base layer, semantic group "Cinematography" (7 reactions: an angel; a black angel; a demon; a devil; wings of an angel; darkness; diaries of the vampire) on the second base layer, semantic group «Perception, an estimation, feelings» (4 reactions: pathos; hardness; loudness; cheerfully) and individual reactions (4 reactions: the offer; at first has thought about clothes :); quality; the text a sound) on a peripheral layer.

In structure of the general associative field stimulnogo object by №10 us it has been allocated two prepotent semantic groups on a nuclear layer: «Entertainments, pastime, a night club» (45 reactions) and «Jewelry, money» (47 reactions). The images characterising the first semantic group, arise and are formed in an individual lexicon at metaphorical carrying over on the basis of perception verbal making imidzhevoj advertising: names of a profile of the organisation in English - DIAMOND. Lounge. Club. Karaoke, and also uses of means supporting it metagrafemiki - sated
Black colour of a background of a logo. Formation in an individual lexicon of an image of riches, and also occurrence assotsiatov the second prepotent semantic group, grows out metaforizatsii on the basis of nonverbal - a brilliant, and-or verbal - DIAMOND, components. Ii. The second group the reactions making a separate semantic class "Cinematography" (7 reactions), which occurrence as we consider have been given, is connected with use of elements of a nonverbal component - images of "angelic" wings on a black background of a logo, as bases for formation of images in an individual lexicon.

Having analysed the general associative fields stimulnyh objects №6 and №10, we have drawn a conclusion, that formation of an image in an individual lexicon occurs on the basis of realisation kognitivnogo the mechanism of metaphorical carrying over to a support on a sign "znakomosti" to the addressee of verbal and-or nonverbal components of the advertising text. In considered pair of advertising texts influence of a pragmatical sign «the Place a residence» was showed: at perception stimulnogo object №10 ii. The second group the reactions which have been not connected with specificity of activity of the organisation which logo has been presented on stimulnom object №10 have been given, i.e. kognitivnyj the mechanism metaforizatsii was realised with a support on nonverbal elements of advertising object, forming in an individual lexicon an image of riches, jewels that differs from a primary image of the carrier of image - a night club offering all conditions for pleasant pastime.

On the basis of results of the first stage of an experimental research by us it has been established, that verbal and nonverbal components of the polycode text imidzhevoj advertising are a key to the sense put in pawn in it, and the generalised complete image of the carrier of image is perceived through a prism concrete making image -
Messages. The semantic unity of the polycode text of advertising is defined by interrelation of its structural components, such unification external (verbal/nonverbal registration) and internal (semantic registration) structural components of the advertising text and characterises efficiency of its influence on a member of the society perceiving elements of the advertising text not as separate isolated parts, and as something natural and whole on the structure.

According to experiment we had been constructed the associative fields showing set of fragments of verbal and visual memory of the individual, its subjective and objective estimations of the validity. Results of interpretation of the reactions received at carrying out of an associative design technique, have confirmed the hypothesis put forward by us. By us it has been established, that at the heart of formation of an image at perception imidzhevoj advertising the principle "known/unknown" which is under construction with a support on the available knowledge necessary for realisation of procedure of comparison, and also for construction of a concrete virtual image in an individual lexicon lays. Besides, it is necessary to note high variability of the reactions received by us on offered during experiment stimulnye objects.

Analyzing experimental data, we have found out, that the great value at perception of images imidzhevoj advertising plays the pragmatical factor "Residence": the respondents living in region, distinct from region of functioning of investigated advertising texts, do not know shown by it stimulnye objects, hence, there is no cognizance of an image of advertising and image standing up for by it and, accordingly, the purpose of creation of the advertising text is not reached. The support principle on "known/unknown" underlies the pragmatical factor which is shown in search of the important information for itself, benefit, that will be personally useful for the addressee i.e. if the image formed in an individual lexicon imidzhevoj advertising is not familiar
To the respondent, action of the pragmatical factor will not be shown also the advertising text will be estimated and apprehended only as polycode. By us it has been proved, that a figurative component of the carrier of image, opredmechivajushchaja in an individual lexicon abstract concepts, it is formed as a result of realisation kognitivnogo the mechanism metaforizatsii and becomes a source additional steady konnotatsy.

It is necessary to notice, that we are not quite satisfied by results of experiment at the first stage as the analysed stimulus and reactions to them do not give the unequivocal answer about degree and features of influence of factors "Gender" and "Age" on perception of images imidzhevoj advertising, and also on feature of an explication of these of an image in an individual lexicon of the addressee. We consider, that for an estimation of influence of the specified factors it is necessary to spend the further experimental research with technique application shkalirovanija on the basis of semantic differential which will allow to reveal presence or absence of the general laws in perception of images imidzhevoj advertising with the account of influence of psycholinguistic factors.

3.2.

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A source: ANNENKOVA ANTONINA VLADIMIROVNA. SPECIFICITY of FUNCTIONING of IMAGES IMIDZHEVOJ ADVERTISING In the INDIVIDUAL LEXICON (EXPERIMENTAL RESEARCH). The dissertation on competition of a scientific degree of a Cand.Phil.Sci. Kursk - 2017. 2017

More on topic the analysis of results of experiment:

  1. the Analysis of results of experiment
  2. the Analysis of results of experiment
  3. 2.2.2. The analysis of results of experiment №2.
  4. 3.2.2. The analysis of results of experiment № 2.
  5. 3.2.1. The analysis of results of experiment №1.
  6. the analysis of the received results of experiment
  7. the analysis of the received results of experiment
  8. 2.2.1. The analysis of results of experiment №1. Coincidence/discrepancy of reader's inquiries by made comments words with the offer of the translator
  9. 3.2.3. Results of experiment
  10. 3.4.3. Results of experiment
  11. 3.4. Procedure of processing of results of experiment
  12. 3.2 Results of experiment
  13. § 3. Criteria of an estimation of results of investigatory experiment
  14. 3.5.2. Results of the first stage of experiment: the isolated words
  15. results of free psycholinguistic experiment among the Russian Germans of Siberia
  16. 3.5.3. Results of the second stage of experiment: words in a context
  17. Comparison of results of a theoretical study and physical experiment.
  18. the Appendix 4 Table of results of ascertaining experiment