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.