STEREOTYPES OF REACTIONS IN ASSOCIATIVE FIELDS OF WORDS-STIMULI OF ADVERTISING VOCABULARY
Keywords:
advertising, linguistic consciousness, associative field, stereotype, stereotype and variety of reactions, vector of associationAbstract
The article presents the results of a free associative experiment with 105 words-stimuli of advertising vocabulary. The study was conducted in 2011 and 2012 among 732 students from different regions of Ukraine.
The quantitative methods of calculation of stereotyping and diversity of reactions are applied. Stereotyping is defined as the process of formation, preservation and functioning of stereotyped word-stimulus relations and reactions in the minds of native speakers. The level of stereotyped determined as a percentage, which is three indicators of reaction of associative fields, or as the average number of different responses to the stimulus word.
Results. Analyzed the associative field with high (word stimuli PROFIT) and the lowest (word stimuli DISCOUNT, NEW, STEREOTYPE) level of stereotyped and defined the key vectors of association. The most repeated reactions in associative fields of words-stimuli of the advertising vocabulary have he range from 40 to 355 times. The vectors of associating, object, subject and estimation, where the estimation can be both neutral and positive or negative, turned out to be common for these associative fields. For example, the word-stimuli DISCOUNT in the associative field has the advantage of positive evaluation, and the word- stimuli STEREOTYPE – negative. A high degree of diversity has associative stimulus fields of MUSIC and COLOR.
Conclusion. Vectors of associating, which are distinguished on the basis of the degree of stereotyped reactions of the associative field, included in the core of language consciousness and allow to establish a typical for the average native speaker of the language "cultural core".
To trace the persistence of stereotypical vectors of associating is possible with the mapping data, wherein a time of fixing. On the example of two associative fields, MUSIC and TIME saw how the content of the associative field changes over time, where reactions from the far periphery enter the nucleus and vice versa.
