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This research is entitled linguistic signs on meaning of megalithic stones in Orahili Gomo, South Nias. It explains the sign of the linguistic meaning of the signifier and the signified, the denotative meaning and connotative meaning of megalithic stone. It aims to describe the sequence of signifier and signified and describe the denotative and connotative meaning of megalithic stone. Based on these sources, the data were collected using the observation method and photo techniques. The analysis is carried out with semiotics, the sign of linguistic meaning and the order of the signifier method. The data were analyzed by relating it to the concept proposed by Saussure (2011) and Chandler (2002). Saussure theory is to classify signifier and signified. Chandler theory is to classify denotative and connotative meanings. Result the analysis is presented descriptively. After analyzing the data, it was found there are several specifications of the meaning of megalithic stone. This study shows that megalithic stones have high cultural significance and value, especially in Orahili Gomo. Megalithic stones have the form of signifier and signified and the meaning we can see from the shape and size of megalithic stones.

This research is entitled linguistic signs on meaning of megalithic stones in Orahili Gomo, South Nias. It explains the sign of the linguistic meaning of the signifier and the signified, the denotative meaning and connotative meaning of megalithic stone. It aims to describe the sequence of signifier and signified and describe the denotative and connotative meaning of megalithic stone. Based on these sources, the data were collected using the observation method and photo techniques. The analysis is carried out with semiotics, the sign of linguistic meaning and the order of the signifier method. The data were analyzed by relating it to the concept proposed by Saussure (2011) and Chandler (2002). Saussure theory is to classify signifier and signified. Chandler theory is to classify denotative and connotative meanings. Result the analysis is presented descriptively. After analyzing the data, it was found there are several specifications of the meaning of megalithic stone. This study shows that megalithic stones have high cultural significance and value, especially in Orahili Gomo. Megalithic stones have the form of signifier and signified and the meaning we can see from the shape and size of megalithic stones.

Contemporary life has been governed by advertisements that have cultural depictions to attract region bound target customers. Multinational companies design different advertisements for different cultural settings, and although it increases the advertising cost, yet the survival of multinational companies depends on fascinating indigenous cultural elements in advertisements. This study aims to unravel those hidden cultural signs in advertisements of two toothpaste brands Oral-b and Sensodyne across six continents. It explores the cross-cultural aspects through the lens of Roland Barthes’ semiotic theory. This qualitative study reveals that advertisements are designed keeping in mind the socio-cultural aspects of the target audience. These ads become appealing to the target customers of that culture, but the same advertisement may not influence the audience of another culture. The study contributes to a better understanding of cross-cultural advertisements; hence, it motivates to avoid cultural shock elements which can ruin any industry.

Contemporary life has been governed by advertisements that have cultural depictions to attract region bound target customers. Multinational companies design different advertisements for different cultural settings, and although it increases the advertising cost, yet the survival of multinational companies depends on fascinating indigenous cultural elements in advertisements. This study aims to unravel those hidden cultural signs in advertisements of two toothpaste brands Oral-b and Sensodyne across six continents. It explores the cross-cultural aspects through the lens of Roland Barthes’ semiotic theory. This qualitative study reveals that advertisements are designed keeping in mind the socio-cultural aspects of the target audience. These ads become appealing to the target customers of that culture, but the same advertisement may not influence the audience of another culture. The study contributes to a better understanding of cross-cultural advertisements; hence, it motivates to avoid cultural shock elements which can ruin any industry.

The paper is devoted to the analysis of color terms, the structure of its meanings from the viewpoint of its usage in belles-lettres texts and the related possibilities of its interpretation. The author describes the nature and characteristics of color terms’ lexical meaning, as well as features of both the connotative and denotative aspect of lexical meaning and the methods of their formation inherent to them, distinguished on the basis of their representation in the belles-lettres text., Статья посвящена анализу цветовой лексики, структуры ее значений с точки зрения ее использования в художественном тексте и связанных с ней возможностей его интерпретации. В статье описывается природа и особенности лексического значения цветовой лексики, а также присущие цветообозначениям особенности как коннотативного, так и денотативного аспекта лексического значения и способов их формирования, рассмотренных на основе их репрезентации в художественном тексте.

The semantic category of ‘diminutiveness’, verbally expressed by diminutive modification structures, is considered in relation to the derivational means of Bulgarian. Inherited from Proto-Slavonic, they make it possible to reveal interesting phenomena shared by the Slavonic languages. The derivational semantics of diminutives, which is revealed through their relation to the underlying words, is based on the denotative motif ‘diminutiveness’, but is not exhausted by it. This makes it possible for diminutives to display variability in the way they function in children’s speech, in the way adults speak to children, in literature, in dialects, etc.

Исследование посвящено изучению особенностей функционирования квазисуффиксальных неологизмов в англоязычном медийном дискурсе. Предпринята попытка выявления новых словообразовательных компонентов в семантике неологизмов. Значения квазисуффиксов конкретизируются посредством изучения контекстного употребления неологизмов. Отмечается, что квазисуффиксы в английском языке возникают в результате переразложения морфемного состава слов-стяжений, когда осколочный компонент развивает ярко выраженное значение и становится продуктивным., The study deals with the question of neologisms formed by means of quasi suffixes. An attempt was made to identify new word-forming components in the meaning of neologisms that are widely used in the English speaking media discourse. Contextual use of neologisms enabled to specify the meaning of quasi suffixes. It is noted that English quasi suffixes appear as a result of morphemic re-expansion of neologisms which leads to productivity of quasi suffixes as derivational components.

Цель работы – анализ лексико-семантических и экспрессивных характеристик фразеологизмов в составе лексики азартных игр. = The aim of the article is the analysis of lexical, semantic and expressive characteristics of idioms of gambling lexicon.

Purpose – The purpose of the paper is to examine the extent to which there is shared meaning of the concept of auditor independence between the three major groups of parties on the demand and supply sides of the audit services market – auditors, financial report preparers and financial report users. Design/methodology/approach – The paper utilises the measurement of meaning framework (semantic differential analysis) originally proposed by Osgood et al. in 1957. The framework is used to investigate the extent to which there is shared meaning (agreement in interpretations) of the independence concept, in response to alternative audit engagement case contexts, between key parties to the financial reporting communication process. The study's research data was collected in the period March 2004-May 2005. Findings – Findings indicate a robust and stable single-factor cognitive structure within which the research participants interpret the connotative meaning of the auditor independence concept. An analysis of the experimental cases finds similarities in connotations (interpretations) of an audit firm's independence for the participant groups for most cases, with the exception of cases involving the joint provision of audit and non-audit (taxation) services. Research limitations/implications – The usual external validity threat that applies to experimental research generally applies to the study. That is, the results may not be generalisable to settings beyond those examined in the study. An important implication of the study is that it emphasises the continuing problematic nature of the joint provision of audit and non-audit services, even in situations where the non-audit services comprise only traditional taxation services. Originality/value – The study is the first to examine the concept of auditor independence by means of the Osgood et al. measurement of

Over the last five to seven years the use of chat in military contexts has expanded quite significantly, in some cases becoming a primary means of communicating time-sensitive data to decision makers and operators. For example, during humanitarian operations with Joint Task Force-Katrina, chat was used extensively to plan, task, and coordinate predeployment and ongoing operations. The informal nature of chat communications allows the relay of far more information than the technical content of messages. Unlike formal documents such as newspapers, chat is often emotive. "Reading between the lines" to understand the connotative meaning of communication exchanges is now feasible, and often important. Understanding the connotative meaning of text is necessary to enable more useful automatic intelligence exploitation. The research project described in this paper was directed at recognizing user connotations of uncertainty and urgency. The project built a matrix of speech features indicative of these categories of meaning, developed data mining software to recognize them, and evaluated the results., Prepared in collaboration with Syracuse University, Syracuse, NY. Presented at the SPIE Defense, Security & Sensing Symposia 2009 in Orlando, FL on 13-17 Apr 2009. Published in Evolutionary and Bio-Inspired Computation: Theory and Applications III, SPIE Proceedings, v7347 paper 73470G, 2009. The original document contains color images.

У овом истраживању испитане су димензије конотативног значења асоцијативно повезаних лексема са циљем да се утврди на који начин конотативност речи утиче на организацију њеног асоцијативног поља. Досадашња истраживања показала су да се афективно/конотативнo значењe речи може успешно мерити (Osgood, Succi & Tannenbaum, 1957; Јанковић, 2000а, 2000б). Конотативно значење речи чине три димензије (афективна/емотивна, конативна и когнитивна) (Јанковић, 2000а, 2000б). Јанковић (2000а, 2000б) је показао да се појмови у оквиру три афективне/емотивне валенце групишу на позитивне, неутралне и негативне. У задатку лексичке одлуке Јанковић и Миловановић (1999) потврдили су да је емотивна/афективна валенца когнитивно релевантна категорија, тј. да се појмови са позитивном емотивном валенцом обрађују брже од појмова са негативном и неутралном емотивном валенцом. Афективна/емотивна валенца узета је као критеријум на основу којег су одабрани стимулуси за наше истраживање. Грађу за истраживање чинило је 30 именица српског језика (стимулуса) и њихова асоцијативна поља (сви асоцијати-именице који су у тестовима асоцијација продуковани на дате стимулусе-именице). Стимулуси су по критеријуму емотивне валенце подељени у три групе (емотивно позитивне, емотивно неутралне, емотивно негативне). Све речи преузете су из Асоцијативног речника српског језика (Пипер, Драгићевић и Стефановић, 2005). Инструмент који је коришћен за мерење конотативних вредности стимулуса и асоцијата био је Конотативни диференцијал CD-9 (Јанковић, 2000а, 2000б), који садржи девет скала (по три за сваки фактор (емотивност, конативност, когнитивност)). Задатак испитаника био је да на инструменту конотативног диференцијала CD-9 процене значења стимулуса и асоцијата. На основу процена испитаника израчуната је просечна вредност сваке речи (стимулуса и асоцијата) на свакој скали конотативности (афективној/емотивној, конативној, когнитивној). За сваки стимулус и асоцијат добијена је мера њихове конотативности. Постављена су д, In this study we examined the connotative meaning of associatively related words. The aim was to establish the way in which a word’s connotation influences the organization of its associative field. Previous studies have shown that the affective/connotative meaning of words can successfully be measured (Osgood, Succi & Tannenbaum, 1957; Јанковић, 2000а, 2000б). The connotative meaning has three dimensions (affective/emotive, conative and cognitive) (Јанковић, 2000а, 2000б). Јанковић, (2000а, 2000б) showed that words can be classified into three groups (positive, neutral, negative) based on their affective/emotive valency. Using the lexical decision task Јанковић & Миловановић (1999) confirmed the cognitive relevance of the emotive valency i.e. that words with a positive emotive valency were recognized faster than words with a neutral or negative emotive valency. The affective/emotive factor was used as the criteria for the selection of words in our research. We selected 30 Serbian nouns (stimuli) and their associative fields (associations/nouns). The nouns were divided into three groups based on their affective/emotive valency (10 positive, 10 neutral, 10 negative). All words were taken from the Associative Dictionary of Serbian Language (Пипер, Драгићевић и Стефановић, 2005). The instrument used for measuring the connotative values of the stimuli and their associations was the Connotative Differential CD-9 (Јанковић, 2000а, 2000б) which consists of nine scales (three for each factor (emotive, conative, cognitive)). The subjects’ task was to value the meaning of every word using the connotative differential scales. An average value was calculated for every word (stimulus and association) on each connotative scale (affective/emotive, conative and cognitive). This research was based on two main questions: (a) to what extent do the stimuli and their associative fields differ on the dimension of the affective/emotive valency factor (positive, neutral, negative) or the s

This essay examines the persuasive side of music and its affect on consumer behavior when utilized in television commercials. It includes an interpretation of twelve study cases, in which three groups of four people is presented the same commercial, with different music being the only item dividing the groups. This is followed by a few questions about the product. The aim is then to see how the answers differ from one group to another, and how they match the music’s presupposed connotations suggested in the theory part of the essay, thus, observing the communicative, and eventually persuasive, power of music in television commercials. The main question is: how might music utilized in a television commercial power people’s opinions about the product in that commercial. The results show how music may alter people’s opinions about the product in the commercial, and that the interviewees’ opinions, in most cases, match the music’s presupposed connotations. The study’s results confirm what was previously found by Adolfsson in 2007. By comparing results from then and now it adds to the understanding of musical meaning in everyday life.

This essay examines the persuasive side of music and its affect on consumer behavior when utilized in television commercials. It includes an interpretation of twelve study cases, in which three groups of four people is presented the same commercial, with different music being the only item dividing the groups. This is followed by a few questions about the product. The aim is then to see how the answers differ from one group to another, and how they match the music’s presupposed connotations suggested in the theory part of the essay, thus, observing the communicative, and eventually persuasive, power of music in television commercials. The main question is: how might music utilized in a television commercial power people’s opinions about the product in that commercial. The results show how music may alter people’s opinions about the product in the commercial, and that the interviewees’ opinions, in most cases, match the music’s presupposed connotations. The study’s results confirm what was previously found by Adolfsson in 2007. By comparing results from then and now it adds to the understanding of musical meaning in everyday life.

Cilj ovog istraživanja je bio da se proveri faktorska struktura konotativnog značenja dobijena u prethodnom istraživanju (Janković, 1999), a potom da se na osnovu tih nalaza pristupi konstrukciji što ekonomičnijeg instrumenta za merenje konotativne dimenzije značenja, jedne od dimenzija u hipotetičkom višedimenzionalnom semantičkom prostoru. U istraživanju je učestvovalo 605 ispitanika koji su na setu od 32 skale u formi semantičkog diferencijala procenjivali značenje 72 pojma. Skale su izdvojene na osnovu prethodne studije u kojoj je iz velikog broja prideva srpskog jezika izdvojeno najpre 70, a potom 32 skale koje najbolje odslikavaju konotativni aspekt značenja pojmova. Na osnovu analize glavnih komponenata, utvrđeno je postojanje trofaktorske strukture konotativnog značenja: I emotivno-evaluativni (skale: prijatno, poželjno, dobro, drago...), II kognitivni (skale: razumljivo, objašnjivo, logično, jasno...) i III konativni (skale: upečatljivo, inspirativno, motivišuće, veliko...). Poređenjem ovih rezultata sa rezultatima prethodnog istraživanja nalazimo da je potvrđena prvobitno dobijena struktura konotativnog aspekta značenja, što otvara put ka finalnoj konstrukciji konotativnog diferencijala - instrumenta za merenje konotativne dimenzije značenja., The aim of this study was to verify the factorial structure of connotative meaning, established in the previous study (Jankovic, 1999), and to suggest a parsimonious instrument for measuring connotative meaning, a dimension in a hypothetical multidimensional semantic space. In this study 605 subjects participated in evaluation of 72 concepts on the set of 32 scales in the form of semantic differential. The selection of scales was based on the previous study, in which 70 scales were formed from the large number of Serbian adjectives. These scales were reduced to 32 scales, that represent the connotative aspect of meaning. On the basis of factorial analysis, the existence of triple factorial structure of connotative meaning was established: I affective-evaluative (scales: pleasant, desirable, good, dear...), II cognitive (scales: clear, logical, familiar, explainable, understandable...), III conative (scales: impressive, motivating, essential significant...). The obtained results confirmed the results of the previous study. This could lead to final construction of connotative differential - instrument that supose to measure the connotative dimension of meaning.

Cilj ovog istraživanja je bio najpre da se utvrde komponente, a potom i latentne dimenzije od kojih se sastoji konotativna dimenzija značenja kao jedna od dimenzija u hipotetičkom višedimenzionalnom semantičkom prostoru. Istra-živanje se sastojalo iz nekoliko faza: najpre je iz pridevskog korpusa srpskog jezika izdvojeno 1267 a zatim višestrukim redukcijama 70 osnovnih kompo-nenti koje su sačinjavali parovi opozitnih prideva (npr. jasno - nejasno, prijatno - neprijatno.). U drugoj fazi 237 ispitanika procenjivalo je 10 po značenju različitih pojmova (znanje, kamen, ajkula...) po navedenim pridevima iskazanih u formi sedmočlanih bipolarnih skala procene. Podaci su obrađeni analizom glavnih komponenti, uz korišćenje orthoblique rotacije, za svaki pojam posebno i stringing out metodom za sve pojmove zajedno da bi se dobila faktorska struktura invarijantna u odnosu na sadržaj procene. Analizom glavnih kompo-nenti su dobijena 3 faktora: I faktor (skale: prijatno, poželjno, dobro, drago...), II faktor (skale: upečatljivo, inspirativno, motivišuće, veliko...), III faktor (skale: razumljivo, objašnjivo, logično, jasno...) koji najviše podsećaju na emotivno-evaluativnu, konativnu i kognitivnu dimenziju konotativnog prostora značenja. Rezultati takođe pokazuju da se navedenom formom instrumenta konotativna dimenzija značenja može pouzdano i valjano meriti., The aim of this research was to establish components and latent dimensions which constitute the connotative dimension of meaning, as one of the dimensions in hypothetical multidimensional semantic space. Research was performed in several phases: first, from the adjectival corpus of Serbian language, 1267 adjectives were selected and later reduced to 70 basic components defined by opposite pairs of adjectives (clear - unclear, pleasant - unpleasant...) In the second phase, 237 subjects evaluated 10 concepts of different meaning (knowledge, stone, shark...) according to already mentioned adjectives on 7-step bipolar scales. The factorial analysis was performed for each concept by using orthoblique rotation. A stringing-out method was performed for all concepts in order to establish invariant factorial structure that is independent of content which was evaluated. In factorial analysis 3 factors were extracted: I factor (scales: pleasant, desirable, good, dear...), II factor (scales: impressive, motivating, essential...), and III factor (scales: clear, logical, explainable, familiar...). These three factors could be named I-affective-evaluative, II-conative, and III-cognitive dimensions of connotative semantic space. The results also suggest that by using this form of instrument, connotative dimension of meaning could be reliably and validly measured.

Cilj ovog istraživanja je bio da se proveri faktorska struktura konotativnog značenja dobijena u prethodnom istraživanju (Janković, 1999), a potom da se na osnovu tih nalaza pristupi konstrukciji što ekonomičnijeg instrumenta za merenje konotativne dimenzije značenja, jedne od dimenzija u hipotetičkom višedimenzionalnom semantičkom prostoru. U istraživanju je učestvovalo 605 ispitanika koji su na setu od 32 skale u formi semantičkog diferencijala procenjivali značenje 72 pojma. Skale su izdvojene na osnovu prethodne studije u kojoj je iz velikog broja prideva srpskog jezika izdvojeno najpre 70, a potom 32 skale koje najbolje odslikavaju konotativni aspekt značenja pojmova. Na osnovu analize glavnih komponenata, utvrđeno je postojanje trofaktorske strukture konotativnog značenja: I emotivno-evaluativni (skale: prijatno, poželjno, dobro, drago...), II kognitivni (skale: razumljivo, objašnjivo, logično, jasno...) i III konativni (skale: upečatljivo, inspirativno, motivišuće, veliko...). Poređenjem ovih rezultata sa rezultatima prethodnog istraživanja nalazimo da je potvrđena prvobitno dobijena struktura konotativnog aspekta značenja, što otvara put ka finalnoj konstrukciji konotativnog diferencijala - instrumenta za merenje konotativne dimenzije značenja., The aim of this study was to verify the factorial structure of connotative meaning, established in the previous study (Jankovic, 1999), and to suggest a parsimonious instrument for measuring connotative meaning, a dimension in a hypothetical multidimensional semantic space. In this study 605 subjects participated in evaluation of 72 concepts on the set of 32 scales in the form of semantic differential. The selection of scales was based on the previous study, in which 70 scales were formed from the large number of Serbian adjectives. These scales were reduced to 32 scales, that represent the connotative aspect of meaning. On the basis of factorial analysis, the existence of triple factorial structure of connotative meaning was established: I affective-evaluative (scales: pleasant, desirable, good, dear...), II cognitive (scales: clear, logical, familiar, explainable, understandable...), III conative (scales: impressive, motivating, essential significant...). The obtained results confirmed the results of the previous study. This could lead to final construction of connotative differential - instrument that supose to measure the connotative dimension of meaning.

Cilj ovog istraživanja je bio najpre da se utvrde komponente, a potom i latentne dimenzije od kojih se sastoji konotativna dimenzija značenja kao jedna od dimenzija u hipotetičkom višedimenzionalnom semantičkom prostoru. Istra-živanje se sastojalo iz nekoliko faza: najpre je iz pridevskog korpusa srpskog jezika izdvojeno 1267 a zatim višestrukim redukcijama 70 osnovnih kompo-nenti koje su sačinjavali parovi opozitnih prideva (npr. jasno - nejasno, prijatno - neprijatno.). U drugoj fazi 237 ispitanika procenjivalo je 10 po značenju različitih pojmova (znanje, kamen, ajkula...) po navedenim pridevima iskazanih u formi sedmočlanih bipolarnih skala procene. Podaci su obrađeni analizom glavnih komponenti, uz korišćenje orthoblique rotacije, za svaki pojam posebno i stringing out metodom za sve pojmove zajedno da bi se dobila faktorska struktura invarijantna u odnosu na sadržaj procene. Analizom glavnih kompo-nenti su dobijena 3 faktora: I faktor (skale: prijatno, poželjno, dobro, drago...), II faktor (skale: upečatljivo, inspirativno, motivišuće, veliko...), III faktor (skale: razumljivo, objašnjivo, logično, jasno...) koji najviše podsećaju na emotivno-evaluativnu, konativnu i kognitivnu dimenziju konotativnog prostora značenja. Rezultati takođe pokazuju da se navedenom formom instrumenta konotativna dimenzija značenja može pouzdano i valjano meriti., The aim of this research was to establish components and latent dimensions which constitute the connotative dimension of meaning, as one of the dimensions in hypothetical multidimensional semantic space. Research was performed in several phases: first, from the adjectival corpus of Serbian language, 1267 adjectives were selected and later reduced to 70 basic components defined by opposite pairs of adjectives (clear - unclear, pleasant - unpleasant...) In the second phase, 237 subjects evaluated 10 concepts of different meaning (knowledge, stone, shark...) according to already mentioned adjectives on 7-step bipolar scales. The factorial analysis was performed for each concept by using orthoblique rotation. A stringing-out method was performed for all concepts in order to establish invariant factorial structure that is independent of content which was evaluated. In factorial analysis 3 factors were extracted: I factor (scales: pleasant, desirable, good, dear...), II factor (scales: impressive, motivating, essential...), and III factor (scales: clear, logical, explainable, familiar...). These three factors could be named I-affective-evaluative, II-conative, and III-cognitive dimensions of connotative semantic space. The results also suggest that by using this form of instrument, connotative dimension of meaning could be reliably and validly measured.

杉島・賀集(1992)では, 表記形態が異なると語のもつ内包的意味が異なることが示唆され, その原因として表記形態と表記頻度の影響が指摘された。そこで, 本研究では表記形態と表記頻度の影響とともに, その交互作用についても細かく検討した。実験では, 表記形態の影響を受けない音韻で概念を呈示する事態を新たに加え, 各表記形態で示された概念との内包的意味の違いの差から考察を行った。実験の結果, 1)全体的に漢字に比べ仮名表記の概念の方が音韻で示された概念に近い内包的意味をもつこと, 2)漢字・仮名表記のどちらにおいても, 日頃の生活においてよく見る表記で書かれた概念に該当する場合には, 音韻で示された概念に近い内包的意味をもつこと, 3)仮名でよく見る概念では, 漢字に比べ仮名表記の方が音韻で示された概念に近い内包的意味をもつが, 漢字でよく見る頻度が高い概念では, 漢字と仮名という表記の違いによる差は認められないこと, が示された。そして, これらの結果から, 音韻呈示による概念の内包的意味に接近するためには, 仮名表記であるという表記形態と, よく見る文字であるという表記頻度が重要であり, さらに, この2つの要因が同じ程度に重要であることが考察された。, This study investigated the effects of script type and script frequency on connective meanings of Japanese words. In a previous study (Sugishima & Kashu, 1992), using semantic differential method, it was suggested. that the words that were same concept but different script type had different connotative meanings. And the effects of script type and script frequency were pointed out. This study examined each of these effects on connotative meanings and its interaction in detail. In this study, semantic distances of each condition from concepts presented by voice were discussed. The results indicated that connotative meanings of kana script or high frequency script were more similar to connotative meanings of voice. As for interaction, it was suggested that script type factor and script frequency factor had same amount of effect on connotative meanings.