Effect of letters and syllables in publicity

Abstract

This experiment examines the effect of letters and syllables in publicity. The experiment to be recorded is a mere outline of what is experimentally feasible. Only 15 subjects were used, and for purposes of simplifying data, and to study special types of articulation, we confined the experiment to certain letters only. We used only nonsense syllables, so far as possible those which had no sound or sight similarity to real situations. Sounds from a list of 50 nonsense syllables were rated as affectively pleasing, neutral, or unfavorable. The results are suggestive. The following preliminary conclusions seem to me justifiable. Forms involving the letters "t" "d" "l" and "r" tend to be pleasurable. There is not enough evidence for "n" and many other forms. Forms involving "g" and "v" and to a less extent "k" and "s" tend to be unpleasurable. It is interesting that of the two labial occlusives, "p" and "b" the latter seems to stand less favorably, perhaps because it involves more palate movement. It is evident that the affective and the memory value of different letter and syllable forms can be experimentally studied to the advantage of Applied Psychology. Initial letters, or syllables, of a combination are specially significant in determining the affective status of that combination. Forms which necessitate lip and 'front of mouth' movements have the advantage in memory value. (PsycINFO Database Record (c) 2016 APA, all rights reserved)