Presentation Type

Poster

Location

Portland State University, Portland, Oregon

Start Date

5-12-2015 11:00 AM

End Date

5-12-2015 1:00 PM

Subjects

Sound symbolism, English language -- Etymology -- Names, Brand name products

Abstract

This mixed-method study investigated the correlation of sound symbolic associations with age and gender by analyzing data from a national survey of 292 American English speakers. Subjects used 10 semantic differential scales to rate six artificial brand names that targeted five phonemes. Subjects also described the potential products they imagined these artificial brand names to represent. Quantitative analysis alone provided insufficient evidence to conclude that age or gender affect sound symbolism in American English. While 26 out of 60 scales showed a monotonic shift among the means of the three age groups, only three were statistically significant. The evidence of differences between genders was similarly weak; only five scales out of 60 showed a statistically significant difference when comparing genders. Analysis of the qualitative data, however, suggested both monotonic generational shifts as well as generational blips in sound-symbolic associations. Of particular interest is the possible influence of pop culture, fashions, and fads, and society's shifting focus from broadcast to narrowcast media. The implications of this research are relevant for both theory (empirical evidence for iconicity in language) and application (e.g., devising brand names that communicate particular attributes to specific demographics).

Rights

© Copyright the author(s)

IN COPYRIGHT:
http://rightsstatements.org/vocab/InC/1.0/
This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s).

DISCLAIMER:
The purpose of this statement is to help the public understand how this Item may be used. When there is a (non-standard) License or contract that governs re-use of the associated Item, this statement only summarizes the effects of some of its terms. It is not a License, and should not be used to license your Work. To license your own Work, use a License offered at https://creativecommons.org/

Persistent Identifier

http://archives.pdx.edu/ds/psu/15320

Share

COinS
 
May 12th, 11:00 AM May 12th, 1:00 PM

Sound Effects: Age, Gender, and Sound Symbolism in American English

Portland State University, Portland, Oregon

This mixed-method study investigated the correlation of sound symbolic associations with age and gender by analyzing data from a national survey of 292 American English speakers. Subjects used 10 semantic differential scales to rate six artificial brand names that targeted five phonemes. Subjects also described the potential products they imagined these artificial brand names to represent. Quantitative analysis alone provided insufficient evidence to conclude that age or gender affect sound symbolism in American English. While 26 out of 60 scales showed a monotonic shift among the means of the three age groups, only three were statistically significant. The evidence of differences between genders was similarly weak; only five scales out of 60 showed a statistically significant difference when comparing genders. Analysis of the qualitative data, however, suggested both monotonic generational shifts as well as generational blips in sound-symbolic associations. Of particular interest is the possible influence of pop culture, fashions, and fads, and society's shifting focus from broadcast to narrowcast media. The implications of this research are relevant for both theory (empirical evidence for iconicity in language) and application (e.g., devising brand names that communicate particular attributes to specific demographics).