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the second stage of an experimental research with technique application shkalirovanija on the basis of semantic differential

As the basic method of research at the second stage of experiment we had been chose a technique shkalirovanija on the basis of semantic differential. Position that the explication of an image of the carrier of image in consciousness of the addressee imidzhevoj advertising is an interference in an individual lexicon of the respondent of elements of the polycode text of advertising on a basis kognitivnogo the mechanism metaforizatsii became a private hypothesis of this part of an experimental research, and the key element influencing processes of perception, the factor "Age" is.

The knowledge received by the person is closely bound from it emotsionalnoyootsenochnym by the relation to the validity and the received information, therefore the same phenomena and concept are estimated by it differently and on - a miscellaneous the image, standing up for by object in each concrete situation is formed, that also can be caused current conditions in a society, the country or in the world. As considers V.P.Zinchenko, one of the major characteristics of live knowledge is that the person learns itself in it, it does not represent itself as an alien (aloof) reality for it or force [Zinchenko 2003: 86].

It is now lawful to speak about constant increase of a role of formation as difficult both many-sided phenomenon and huge value in a modern society plays competitiveness of a higher educational institution, and imidzhevaja the advertising representing a special communication medium, is the important element at definition of degree of competitiveness. Components of the advertising text, and, accordingly, and an image, standing up for it, are means of formation of representation about a concrete educational institution and images-messages extended in a society are directed on that the individual in the consciousness has generated the certain positive relation to the image carrier that will be shown through its value judgment given in reply to offered stimulnye texts.

Each person adheres to own vision of "an image of the world, depending on many factors, one of which is the age. For definition of influence of the psycholinguistic factor "Age" on process of designing of an image in an individual lexicon by means of realisation kognitivnogo the mechanism metaforizatsii we had been spent the second stage of an experimental research. A choice in favour of a technique shkalirovanija, allowing to reveal the general of laws or their absence at perception and understanding of advertising texts, has been made because within the limits of a context imidzhevoj advertising it is shown
intermodalnost an image of the world that S.J.Golovinym [Golovin 1998] as complete, multilevel system of representations of the person about the world, other people is considered, about itself and the activity.

The main task of a method of semantic differential considers construction of the semantic space which structure can serve for the researcher as explanatory model of how the individual perceives, classifies, compares, estimates the set objects or their characteristics.

3.2.1.

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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

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