FEATURES OF BURYATS’ PERCEPTION OF SOCIALLY RELEVANT TEXTS: TEMPO-RHYTHM AS A SEMANTIC MARKER

Abstract

The paper presents the results of empirical studies of the effect of the rhythmic organization of social advertisements on its perception by the Buryats. We verify the hypothesis of the Mongol-Buryat ethnos representatives‘ semantic preference for slow rhythms. The study involved the Buryats of Ulan-Ude, the Buryat language speakers, the control group consisted of Russian respondents. The subjects were evaluated using the method of semantic differential – four stimuli two social commercials: filmed in slow rhythm and shown first with the sound, then without sound, and filmed in a dynamic rhythm with sound and without sound. The study found the dependence of advertising semantics on its rhythmic organization for the Buryats. It was shown that a slow rhythm is perceived more positively. The author discovered a higher Buryats‘ sensitivity to the sound of the text supporting the advertising: their assessment of the voiced and soundless movies is characterized by significant statistical differences in several factors. Such differences were found in the control group of the Slavs

Keywords

• semantics, rhythm, time-space, buryats, social advertising