In this pioneering study, the authors
     deal with the nature and theory
of meaning and present a new, objective
     method for its measurement
which they call the semantic differential.
     This instrument is not a
specific test, but rather a general technique of
     measurement that can be adapted
to a wide variety of problems in such areas
     as 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-reaching
     implications for empirical
research.
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