Article dwells upon development procedure of author’s methodology for identifying cultural codesin commercial advertising based on the use of semantic differential.
Author suggests results of anempirical study aimed at testing of the research methodology and proof its validity.
Article suggestsdescription of the number of procedures to enhance the methodologyvalidity.
Baudrillard, J. (2000). Symbolic interaction and death. Moscow: Dobrosvet [in Russian]
Batayeva, K. (2010). Gender visuality of modern advertising. Sociologiya: teoriya, metody, marketyng – Sociology: theory, methods, marketing, 3, 136-153 [in Ukrainian]
Nabrusko, I.Ju. (2012). Modern culinary practices as a mirror of Ukrainian society: features and trends. Metodologiya, teoriya ta praktyka sociologichnogo analizu suchasnogo suspilstva – Methodology, theory and practice for sociological analysis of modern society, 18, 315-320 [in Ukrainian]
Nazarov, M.M., Papantimu, M.A. (2009). Visual images in social and marketing communication: the experience of interdisciplinary study. Moscow: Knizhnyi dom Librokom [in Russian]
Osgood, C., Suci, G., Tannenbaum, P. (1957). The Measurement of Meaning. Urbana: University of Illinois Press.
Paniotto, V.I. (1986). Quality of sociological information. Kyiv: Naukova dumka [in Russian]
Mitina, O.V., Mikhailovskaya, I.B. (2001). Factor analysis for psychologists. Moscow: Uchebno-metodicheskii kollektor Psikhologiya [in Russian]
Golovakha, E.I., Panina, N.V., Gorbachik, A.P. (1998). Measurement of social well-being: IISW. Sotsiologiya: 4M, 10, 45-72 [in Russian]
Nasledov, A. (2007). Computerdata analysis in psychology and social sciences. 2 ed. St-Petersburg: Piter [in Russian]