Semantic Differential
Charles Osgood (1957) has invented the method of semantic
differential in order to evaluate attitudes people have toward objects
and concepts.
In such experiments, subjects are given a stimulus and
are asked to rate their associations with that stimulus along bipolar
scales of a series of contrasting pairs adjectives The scales may
be such as "pleasant" and "unpleasant," "large" and "small," or "red"
and "green." The scale usually consists of 7 possible grades, and
provides the researcher with a grid of associations correlated with
that stimulus.
Professor Belianine at Almex has already chosen the
scales of Osgood in pilot study. Now only the best scales are left
for you and we are building the database of the evaluations of English
language sounds.
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