|Home » Files » Volume 4, Number 1, 2017 forthcoming » Petrova, H.|
|2017-Jun-20, 10.55.28 AM|
Abstract. The article deals with the analysis of the results of the psycholinguistic research of the features of food advertising. According to the results of a free associative experiment the paper discusses the classification of associations, the syntagmatic type of associations, ways of associating in associative fields of stimuli-names of food products in the Ukrainian language and their correlatives in the Modern Greek language. In order to study the verbal associations of Ukrainians and Greeks we conducted a free association test, where 500 respondents who are Ukrainian native speakers and 100 Modern Greek speakers have participated. The study was conducted in March and July 2015 in Ukraine (Kyiv) and in Greece (Athens). As a result of perusal of received experimental data the author calculated the frequency of responses and composed a field of associations for each stimulus. The classification of associations to the word-stimuli “food products” was composed based on existing classifications and on specific of the test material. In this paper the syntagmatic type of associations is discussed. Syntagmatic associations that are expressed with adjectives, represent the objective characteristics of the product and form a phrase with a word-stimulus. They can be roughly divided into 2 groups of associating directions: characteristics of product attributes (52% of all syntagmatic associations in Ukrainian language (hereinafter – UL) and 41% in Modern Greek language (hereinafter – MGL)) and characteristics of stages that the product passes (UL – 41%, MGL – 48%). Thus, for the analysis of associative fields of word-stimuli that are represented by food products, the method of classification was applied. As parts of syntagmatic type of associations we have determined: 1) the syntagmatic associations that are expressed by adjectives; 2) syntactic associations that are expressed by verbs. The first subtype can be roughly divided into 2 groups of associating directions: characteristics of product attributes and the characteristics of the stages, which the product passes. These groups include the vast number of associations as the most relevant words in the perception of words-stimuli as well as of realities that they denote: the product’s quality is primarily determined by good appearance, taste, usefulness etc.
Keywords: associative field, free association test, syntagmatic associations, ways of associating, response, stimulus, types of associations.
|Category: Petrova, H. ||
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