Semantic differential Example
The semantic differential is a scale used for measuring the meaning of things and concepts. There are two aspects of meaning: denotative and connotative. The semantic differential measures connotative meaning.
Consider automobiles or school mascots. Names such as "Jaguar" or "Huskies" denote animals. Their connotation is power. In contrast, the "Oregon Ducks" project a different image or connotative meaning.
denotation = eagle, bird
Creating the scale
The scale is set up using polar adjectives (opposite-meaning terms) at each end. After examining the connotative meaning of thousands of concepts, Charles Osgood and his associates identified three major dimensions of meaning: strength, value, and activity. The first two examples below fit the theme of strength. The second two represent value, and the last two illustrate activity.
Only God Could Hear Me ~ (The Minspeak Documentary Film)
Sports (Pense Productions)