Hello!
Take a small, well-known test. Imagine looking down on two forest lakes. The first is called Eveloup, and the second is Zippeg. Draw them in your mind, and then read on.
While you are imagining how nice it would be to escape from the stuffy office into the forest, I will tell you. The results of this test show that the majority of respondents, when asked about the shape of the lakes, answer that Evelope is round, and Zippeg is angular, elongated or with jagged shores.
This is phonosemantics
Phonosemantics claims that the same thought, expressed differently, produces a different impression on the reader or listener. According to its laws, it turns out that language has not only a semantic component, but also hidden phonetic impulses of influence. And where there is an opportunity to covertly influence a person, a cunning marketer immediately appears.
Phonosemantics is a relatively new direction australia email lead in linguistics. In 1952, the American Osgood noted in his work that the politician who uses a special melody of speech wins debates. Our scientists went further. A.P. Zhuravlev in his book “Sound and Meaning” already in 1981 gives an example – the word seagull is associated by respondents with the characteristics of “fast and agile”, and tick with scary and base images. In total, the academician identified 25 pairs of characteristics that can describe the influence of sound on the subconscious.
Sound and color
As part of phonosemantics, associations of sounds with colors are distinguished. In the already familiar book “Sound and Meaning” Zhuravlev gives an example from Yesenin’s work:
The air is clear and blue, I will go out into the flower thickets. Traveler, going into the azure, You will not reach the desert. The air is clear and blue
Here the quantity of the “blue” sound “i” exceeds the norm of Russian speech three times. At the same time, the poet conveys the image of a blue evening.
Another example:
The scarlet color of dawn has woven itself ge lists onto the lake. Wood grouse are crying with ringing on board.
There are many sounds “a” and “u” here – they certainly paint the atmosphere with a scarlet dawn. It is unlikely that Yesenin studied phonosemantics, but the poet’s feeling did not deceive him. Intuitively, he chose the right coloring for the imagery.
Imagine how this could be used in marketing.
The text of the speeches influences the audience in the right way – it builds up seriousness or relaxes the public. Moreover, depending on the listeners, you can “play” with the emotional attitude. Investors can be treated with “trust”, and the team can be tuned with “inspiration and persistence”.
Advertising and informational articles have the right emotional background. Meat is good and very important, but not always only caring about the reader brings dividends. The right words and emotions also work. When we read, we mentally pronounce the words, so the effect is preserved.
Students are more likely to remember educational materials.
Names of brands, products and services are better perceived and remembered. Baby food is associated with tenderness and care, and a chain of auto repair shops – with reliability and speed. For example, the word “speed” does not have a drop of speed, so if a taxi or delivery service wants to emphasize this quality, it is better to choose “Mig” or at least “Vzhuh”. Phonosemantics are especially helpful when you need to introduce the public to a new product or bring an imported name to the market.
Who among you reads Nike as the correct “Nikes”? No one. Nike is a more pleasant name. If you check it according to the rules of phonosemantics, the associations will be “masculine and good”. If you run “Nikes”, you get “short, weak, quiet, small”.