In this pioneering study, the authorsdeal with the nature and theory of meaning and present a new, objectivemethod for its measurement which they call the semantic differential.This instrument is not a specific test, but rather a general technique ofmeasurement that can be adapted to a wide variety of problems in such areasas clinical psychology, social psychology, linguistics, mass communications,esthetics, and political science. The core of the book is the authors' description,application, and evaluation of this important tool and its far-reachingimplications for empirical research.