Keyword: «semantic differential method»

The article presents the results of the experiments conducted in the period from 2018 to 2020. The research material was creolized texts (texts with illustrations) with different verbal and iconic components. The study was conducted using the semantic differential method. As a result of the analysis of the obtained data, the parameters of the creolized text that affect its evaluation were identified. Four mechanisms for correlating visual parameters with the meaning of verbal units were identified: impressive, expressive, constructive (cognitive), and intersemiotic (intermodal). The term “creolization coefficient” was introduced and a rule for calculating it was created.