The phenomenon that phonemes in human speech carry certain images in themselves is called “phonetic symbolism”. There have been numerous studies concerning what kind of images (e.g. size, shape, and gravity) are associated with what kind of phonemes. However, human cognition is not as simple as something to be measured with the scales that are miscellaneously gathered. In order to grasp the holistic idea of the phonetic symbolism, this study investigates the possibility of applying Semantic Differential technique in measuring the images associated with phonemes. Evaluation, Potency, and Activity, which have been the three factors repeatedly found in literature as dimensions of human emotions are used. As a result, whether or not statistical differences are indicated among groups of phonemes is found to vary, depending on from which dimension the images are derived. Thus, the three-factor theory of Semantic Differential is proved applicable to the measurement of phonetic symbolism.
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