<<
>>

the first stage of an experimental research with use of an associative design technique

As the basic method of research at the first stage of experiment we had been chose an associative projective technique. As a private hypothesis of this part of experiment position that imidzhevoj advertising influence specificity of perception of polycode texts both pragmatical, and psycholinguistic factors, and features kognitivnogo the mechanism metaforizatsii, connected with thinking has acted, are a key to understanding of individual vision of the world and perception of images imidzhevoj advertising. We consider, that in the course of a choice of associations on the offered stimulus the individual leans against various characteristics of a shown image, knowledge of it, on the
Sensual perception, situation of interaction and interrelation with the specified object.

According to N.V.Ufimtsevoj [Ufimtseva 2003], experiment with application of an associative design technique serves one of the basic ways "ovneshnenija" language consciousness, and the associative fields formed of reactions of carriers of certain language culture, allow to describe qualities of images formed in an individual lexicon imidzhevoj advertising. Thus, we can define sistemnost images of the language consciousness, standing up for a certain phenomenon (a word or image). As believes E.I.Goroshko [Goroshko 2003], associative fields are the indicators differentiating parametres of a gender, age, level and an orientation of formation, life and stress-factor conditions, and the associative design technique is the reception directed on revealing of associations, developed at the individual in its previous experience. L.A. Pautova notices, that źassotsiirovanie or correlation of object (stimulus) with the first sense (reaction) which has come to mind, is a dual process. On the one hand, assotsiiruja, the individual reproduces personal experience, with another - repeating typical, i.e. language and social experience╗ [Pautova 2007: 150], and the association is understood źas the communication formed under certain conditions between two and more mental formations (by sensations, impellent certificates, perceptions, representations, ideas, etc.): action of this communication - actualisation of associations - leads to occurrence of another (others)╗ [the Philosophical encyclopaedic dictionary 1983: 39-40], i.e. źassociation formation is, in essence, process in which one phenomenon gets value of a signal of other phenomenon╗ [Rubinshtejn 1997; 136].

In psychology as marks A.N.Leontev [Leontev 1983], data of experiment with use of an associative design technique are not the simple sum of separate associations, and represent

Difficult system of co-operating elements of associative process also create a certain unity of structures, they źreflect universal kognitivnye the structures, standing up for language values, and specific features of examinees, the maintenance of their personal senses, i.e. allow to receive knowledge of specificity of language consciousness╗ [Alfyorov 2007: 15].

All theses set forth above have defined our choice of an associative technique as one of priority for an experimental part.

3.1.1.

<< | >>
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 first stage of an experimental research with use of an associative design technique:

  1. the APPENDIX 1 Brochure for carrying out of an associative design technique at the first stage of an experimental research
  2. the second stage of an experimental research with technique application shkalirovanija on the basis of semantic differential
  3. the third stage of an experimental research with technique use shkalirovanija on the basis of semantic differential
  4. an organisation technique it is skilled-experimental research
  5. 2.1. A research technique. Questions of the organisation of an experimental research
  6. the purpose, problems and an experimental research technique
  7. the purpose, problems and an experimental research technique
  8. the APPENDIX 2 Brochure for carrying out of semantic differential at the second stage of an experimental research
  9. the APPENDIX 3 Questionnaire for carrying out of semantic differential at the third stage of an experimental research the Floor Age a study/work Place
  10. SYNTHESIS OF THE STRUCTURALLY FUNCTIONAL CIRCUIT DESIGN OF THE DEVICE OF PARALLEL MACHINING OF IMAGES OF INDICATORS OF THE PANEL OF DEVICES AND ITS EXPERIMENTAL RESEARCH
  11. the Technique of experimental researches
  12. 1.3. Associative experiment as the tool of research of principles of the organisation of a mental lexicon and sistemnosti images of consciousness of ethnos