THE METHODS OF FORMAL-SEMANTIC IDENTIFICATION OF THE SECONDARY NATURE: SOME RESULTS OF THE LINGUISTIC EXPERIMENT

Abstract

The special methods of formal-semantic identification of the secondary nature are defined and described. An attempt was made to divide them into the following types: lexical-derivational, formal-grammatical, prosodial, combined. To achieve this goal a linguistic experiment was carried out. The essence of which was that the recipients were offered to restore the original form of the Proto-Word included in the advertising text in a modified form, and to indicate a particular source of transformation. One of the most effective methods is lexical-derivational method (the percentage of recognition and reconstruction from 80 % to 100 %). It implies recognition of adequate secondary nature item through lexical units (keywords) Proto-Words. Formal-grammatical method is characterized by substantial or complete transformation of basic lexical units by construction of a secondary nature with saving the initial syntactic structure of morphological parameters of lexemes and forms and word formation morphemes during the perception of which the recognition of an original form is maid (the percentage of recognition and reconstruction from 9 % to 60 %). Prosodial method of identification is used for a complete transformation of Proto-Word on the syntactic, lexical, morphological level, which complicates its perception as a secondary nature, without musical accompaniment, rhythmic sound, intonation and timbre signs (the percentage of recognition and reconstruction minimal to 3 %).The combination of several methods (e.g., lexical- derivational and prosodial) in a particular text allows to talk about the perception of the Proto-Word by the combined method.