For an analysis of meaning of any language, it is necessary, to decided on the group of adjectival words to be analysed. The effect of natural language forease in learning, which was eliminated in Ebbinghaus' experimants, holds much interest and importance in recent research on adjectival words. Purpose This study aims to make the relation to the word and formal image clear and at the same time take the feeling values. Method (1) method "1" examined the relation between the adjectival words and the forms of visual angle. (2) increase as the function of "f" value (or frequency-of-usage, or familiarity) of the word to be evoked. (3) method "3" examined a grammatical analysis of the selected words. Summary and Prorlems From the present experiments, we could find consistent rules which operated upon the ass- ociative mechanism of natural language especially by introducing such a new technique as an imaginative analysis of words. The more sxtensive and systematic study will be demanded concerning this problem in the future.

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For industrial society, a merchandising plan and a besign activity, which are disadvantageous for makers (firms and affiliated subcontract factories) are very unsound. This thesis is a proposal, which is indispensable for business management and moreover is understandable at a glance thereof. It is conceived from the results of studying the important relations between management of makers (firms) and their design activities. 1. A proposal of a new way of thinking which may be called "Design Productivity" The design activity can be devided into two parts, namely external and internal one. The "external one" is supervised by an operational design policy and the "internal one" by a managerial design policy. When creating a design in the field of industrial productions, it is necessary to induce a concept of standardization. For doing so, the design activity must de scientifically supervised by introducing a way of thinking of productivity into design activity itself. Since a sound progress of the industrial society depends upon the sound management of production, a really industrious activity is made possible only by adopting desivity. 2. An appraisal diagram for analyzing the results of designs from the standpoint of management, and its utility value This simple appraisal diagram, which utilizes the features of the industrial preferred number (Renard number), is made to enable studies of designs, productions, sales and other activities by merely glancing at relations of the four(4)factors, viz. quantities, sales amount, added value and ratio shown thereon. In other words, this is an unique idea of a convenient diagram, by which efficient managerial evaluation is made possible. **The Grade of merchandises. *The results of a certain merchandise or a certain design. *Life cycle of a certain merchandise or a certain design. *The degree of contribution to enterprises by article or by item. *The degree of contribution of design in its added value. **Evaluation of sales. *Results classifed by sales group (by individual, by group in charge). *Contribution ratio of clients to enterprise (by individual, by classified group.) *Level of business managenet of enterprise.

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After making the appearance of Modern-face Roman by Didots and Bodoni, there were produced various type faces, Fat-face, Egyptians, San Serifs etc., as type face for commerce and advertising. The subject of this essey is a study concerning Type Derign in practical use, through the material of the playbills of London (mainly) in mid-nineteenth century. The material are as follows. Fig. 1 May 21, 1822 Fig. 7 June 17, 1854 (Philadelphia) Fig. 2 Aug. 8, 1831 Fig. 8 Feb. 13, 1860 Fig. 3 May 3, 1839 Fig. 9 Mar. 30, 1860 Fig. 4 May 25, 1840 Fig. 10 Mar. 30, 1860 (detail) Fig. 5 July 1, 1840 Fig. 11 Mar. 31, 1860 Fig. 6 Dec. 16, 1847 (Birmingham)

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[1] The purpose of this reserch is to make clear what type of design can give good effects to win the high readership score. At the begining I had to know what factors decide the readership score, and how to change the quality of the desing into numerical value. I have used the method of multi-dimentional analysis with the help of a computer, and got the estimation formula, with 7 kinds of factors, as follows ; A^^〜=B+C+D+K+aE+bF+cG. A^^〜=estimated values of the readership score. 1) B, C, D, K : these four factors are given as category values (so we call them); each factor is classified into several categories. B=week day, classified into 7 categories. C=pages of a newspaper, which are characterized by the kinds of articles, news, and the other reading matters, classified into 22 categories. D=kinds of goods and trades of the advertizement, classified into 14 catedories. K=constants, given to each 13 surveys. 2) E, F, G : these factors are given as numerical values. G=area of advertizement, measured by the unit of column in the whole page length, being classified into 6 kinds of area (2.5, 3.5, 5, 7, 10, 15) and 15 column means a whole page, about 2,000cm^2. E, F are the marks obtained in the design of advertizements. E=sum of the marks obtained in each design element on the advertizement. F=the marks obtained on the whole effect of the design. 3) a, b, c : coefficients Using the above formula with the category values and the coefficients, we can obtain the naked design effect from the actual value A of readership score: aE+bF=A-(B+C+D+K+cG). In this research, I used 1,829 data of readership score from 1960 to 1968, being obtained by 13 survevs, spring and autumn twice a year. The sample of size each survey was 3,541, 2,251, or 200 in the other 11 surveys. Multiple correlation coefficient between the estimated value A^^〜 and the actual value A is 0.951. The table 2^* shows the contribution indexes of each factor by 3 kinds of expression-(1) Range : the absolute difference between the maximum and the minimum category values, (2) Standard deviations of the category values, (3) Partial correlation coefficient : the relationship between the actual values A and each factors. *see the table 2 in the thesis in Japanese. [2] The important point was in the determination of the values of E, F. E is the sum of the marks obtained in each design element, classified into four kinds : E=E_1+E_2+E_3+E_4. design elements [table] E_1, E_2, E_3, E_4, these values have the 5 grades, as 0, 1, 2, 3, 4 and 0 is given to the design that has no attractive effect or no applicable element. And E obtain the marks of 0 to 9 grades as the sum of them. The values of F have also 5 grades, 0 to 4. The principles to determine the values of E, F are as follows : a) The marks obtained of E, F must be the relative values among the each survey, and at the same time, they must have constancy within the same survey-the same elements of design must win the same marks obtained. b) They must be determined as to win the highest multiple correlation coefficient, when they are put into the estimation formula. c) They must be reasonable. In order to justify them, we must carry many researches on the actual condition. The frequency of accurence of each grade of E, F values, as the table 5-4, and 5-5 in the thesis in Japanese.

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