An Introduction to Semantic Variables in Advertising Messages

Two preliminary studies provide the main focus of this article to prove that this distinction is clearly discernible in consumers' minds, an essential step prior to further experimental study.

Abstract

This article presents a new way to analyze the technical conq>osition of language used in . advertising messages. Three variables, reports, inferences and judgments, known collectively as the semantic trichotomy, are introduced with a review of the general semantics literature. A new conceptualization which adapts these notions for future experimental study is provided. Two preliminary studies provide the main focus of this pap)er to prove that this distinction is clearly discernible in consumers' minds, an essential step prior to further experimental study.