from brown to weekend in the country · basic mod_basic nonbasic basic mod_basic nonbasic...
TRANSCRIPT
FROM BROWN TO WEEKEND IN THE COUNTRY: IS THERE A PLACE FOR BASIC COLOR TERMS IN
ADVERTISING
Alena Anishchanka, Dirk Speelman, Dirk Geeraerts
RU Quantitative Lexicology and Variational Linguistics
University of Leuven
Outline
PLM 2012, September 9, Poznań
Theoretical background:• color in thought and language
Case study: variation patterns in the usage of BCT in advertising• operationalizations• univariate analyses• multivariate analysis
Theoretical framework
• linguistic analyses of color term semantics
• experimental studies of color categorization
PLM 2012, September 9, Poznań
Linguistic perspective on color concepts:
Qualitative analyses of the color term semantics• lexicographic representation of the color meanings including
terminological usage (Vasilevich 1987)• extension of color concepts through metonymical and
metaphorical patterns (Merzliakova 2003, Wanzeck 2003, Plümacher 2007)
• diachronic change in the semantic structure of color terms (Casson 1994, 1997; Kerttula 2002)
• variation of color word meaning in different types of discourse, e.g. advertising (Stoeva‐Holm 1996, Graumann 2007, Bergh 2007, Whyler 2007)
• etc.
PLM 2012, September 9, Poznań
Linguistic perspective on color concepts:
Qualitative analyses of the color term semantics
• diversity of color terms• multidimensional structure of color concepts• color reference is only part of the semantic structure of color
words
• context‐related variation
red flowerred dress
red winered fox
see redcaught red‐handed
PLM 2012, September 9, Poznań
Corpus‐based studies: definition of meaning through usage and distribution (Kerttula 2002; Steinvall 2002)
Steinvall (2002)BoE
PLM 2012, September 9, Poznań
Linguistic perspective on color concepts:
• experimental studies of color categorization across languages (Berlin & Kay, 1969; Rosch 1972)
• focus on the universal principles of color categorization
black white red green
yellow blue brownpurple
pink, grey orange
primary secondary
Experimental framework: Berlin & Kay’s eleven
PLM 2012, September 9, Poznań
Bridging the gap in cognitive modeling of color semantics
empirical/data‐drivenquantitative
reference‐related factors………….
multivariate color concepts
contextual variation
PLM 2012, September 9, Poznań
Referent information: from Munsell chart to 3d color spaces
• language‐independent modeling of the color term reference
PLM 2012, September 9, Poznań
Color naming in advertising
... We Call It Brown. They Call It ‘Weekend in the Country.’
PLM 2012, September 9, Poznań
Variation in the usage of BCT in four product categories
Research question 1:
• Is there a universal pattern in the usage of BCT in advertising?
PLM 2012, September 9, Poznań
11982 15019 5383 8633
0%10%20%30%40%50%60%70%80%90%
100%
auto clothes makeup paint
nonbasicbasic
Linguistic dimension
PLM 2012, September 9, Poznań
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
auto clothes makeup paint
nonbasicmod_basicbasic
Linguistic dimension
11982 15019 5383 8633monolexemic and modified BCT
PLM 2012, September 9, Poznań
Linguistic dimension
basic non‐basic
brown weekend in the country
chocolate brown
mocha
coffee brown coffee
espresso bean
dark brown
monolexemic and modified BCT
PLM 2012, September 9, Poznań
Linguistic dimension
11982 15019 5383 8633
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
auto clothes makeup paint
nonbasicmod_basicbasic
PLM 2012, September 9, Poznań
Variation in the usage of BCT in four product categories
Research question 2:
• What factors determine the preference for basic or non‐basic terms?
PLM 2012, September 9, Poznań
Existing research suggests several situational factors behind the usage of non‐basic color terms in advertising
(Whyler 1992, 2007; Stoeva‐Holm 1996, 2007; Bergh 2007; Graumann 2007 ):
• number of the colors to be named reference‐related
Hypothesis: more colors = more non‐basic names
• appeal to the consumer marketing factors
Hypothesis: luxury products = fancy non‐basic names
Dimensions of variation: situational
PLM 2012, September 9, Poznań
Universal cognitive principles of color categorization:
• prototypicality of the color referent exemplar level
Hypothesis: more prototypical= basic
• basicness of the color category (primary vs. secondary)
Hypothesis: primary= basic category level
Dimensions of variation: ‘universal’ prototypicality effects
PLM 2012, September 9, Poznań
black white red green
yellow blue brownpurple
pink, grey orange
primary secondary
Dimensions of variation: ‘universal’ prototypicality effects
• number of shades
Jeep Wrangler 2009 Max Factor MAXalicious Lip Glaze
Referential factors: situational
• number of shades
• mean pairwise distance between colors in a model• mean nearest neighbor distance
Referential factors: situational
basic mod_basic nonbasic
010
020
030
040
050
060
0
number of shades per model0
2040
6080
100
120
mean pairwise distance
020
4060
8010
012
0
mean nearest neighbor distance
Kruskal‐Wallis rank sum test: p < 0.001
basic mod_basic nonbasic basic mod_basic nonbasic
Referential factors: situational
auto clothes makeup paint
010
020
030
040
050
060
0
number of shades per model
auto clothes makeup paint
020
4060
8010
012
0
mean pairwise distance
auto clothes makeup paint
020
4060
8010
012
0
mean nearest neighbor distance
auto clothes makeup paint
nonbasic
mod_basic
basic
Referential factors: situational
auto clothes makeup paint
010
020
030
040
050
060
0
number of shades per model
auto clothes makeup paint
020
4060
8010
012
0
mean pairwise distance
auto clothes makeup paint
020
4060
8010
012
0
mean nearest neighbor distance
auto clothes makeup paint
nonbasic
mod_basic
basic
Referential factors: situational
auto clothes makeup paint
010
020
030
040
050
060
0
number of shades per model
auto clothes makeup paint
020
4060
8010
012
0
mean pairwise distance
auto clothes makeup paint
020
4060
8010
012
0
mean nearest neighbor distance
auto clothes makeup paint
nonbasic
mod_basic
basic
Referential factors: situational
auto clothes makeup paint
010
020
030
040
050
060
0
number of shades per model
auto clothes makeup paint
020
4060
8010
012
0
mean pairwise distance
auto clothes makeup paint
020
4060
8010
012
0
mean nearest neighbor distance
auto clothes makeup paint
nonbasic
mod_basic
basic
Referential factors: situational
auto clothes makeup paint
010
020
030
040
050
060
0
number of shades per model
auto clothes makeup paint
020
4060
8010
012
0
mean pairwise distance
auto clothes makeup paint
020
4060
8010
012
0
mean nearest neighbor distance
auto clothes makeup paint
nonbasic
mod_basic
basic
Referential factors: situational
auto clothes makeup paint
010
020
030
040
050
060
0
number of shades per model
auto clothes makeup paint
020
4060
8010
012
0
mean pairwise distance
auto clothes makeup paint
020
4060
8010
012
0
mean nearest neighbor distance
auto clothes makeup paint
nonbasic
mod_basic
basic
Referential factors: situational
Referential factors: prototypicality effects
computer simulation of color categorizationparametric TSE model (Benavente et. al 2008)assignment of membership value in the 11 basic categories
PLM 2012, September 9, Poznań
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
basic mod_basic nonbasic
Prototypicality effects: color category basicness
Cramer's V: 0.357
PLM 2012, September 9, Poznań
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
basic mod_basic nonbasic
Prototypicality effects: color category basicness
Cramer's V: 0.357
PLM 2012, September 9, Poznań
Prototypicality effects: category membership value
auto clothes makeup paint0.
20.
40.
60.
81.
0
basic color category membership
basic mod_basic nonbasic0.2
0.4
0.6
0.8
1.0
basic color category membership
Kruskal‐Wallis rank sum test: p < 0.001
PLM 2012, September 9, Poznań
Sociolectal factors
15112 25905 31130 6805 3082
brand status country
Cramer's V: 0.092 Cramer's V: 0.174
0%10%20%30%40%50%60%70%80%90%100%
premium standard
basic mod_basic nonbasic
usa europe asia
basic mod_basic nonbasic
PLM 2012, September 9, Poznań
Interim summary:Dimensions of variation in the usage of BCT
PLM 2012, September 9, Poznań
Linguistic a cline of ‘non‐basicness’
ReferentialSociolectal
marketing strategy
Situationaldiversity and number
of shades
Context‐independentprototypicality
Next step
• What is the relative importance of the different dimensions?
• Can contextual factors override the universal principles of categorization?
• Are marketing factors more important than reference‐related factors?
PLM 2012, September 9, Poznań
Multivariate analysis
Research question 3:
• What is the relative importance of the different factors in the usage of BCT?
Method
• conditional inference trees and random forests(implemented in R package party)
PLM 2012, September 9, Poznań
Random forest model
nearest neighbor
status
pairwise dist
number shades
country group
product category
prototypicality
color category
0.000 0.005 0.010 0.015 0.020 0.025 0.030
Random forest model
nearest neighbor
status
pairwise dist
number shades
country group
product category
prototypicality
color category
0.000 0.005 0.010 0.015 0.020 0.025 0.030
Random forest model
nearest neighbor
status
pairwise dist
number shades
country group
product category
prototypicality
color category
0.000 0.005 0.010 0.015 0.020 0.025 0.030
Random forest model
nearest neighbor
status
pairwise dist
number shades
country group
product category
prototypicality
color category
0.000 0.005 0.010 0.015 0.020 0.025 0.030
Conclusions:
• several dimensions of variation in the usage of BCT (linguistic, reference‐related: universal vs contextual, sociolectal )
• complex interactions between the dimensions
hierarchy of factors• color category membership and prototypicality• product‐related and brand‐related marketing parameters • color diversity in a model
• hidden dimensions within product categories
PLM 2012, September 9, Poznań
Special thanks to:
Tom Ruette – data extractionDirk De Hertog – distance calculations
for further information:[email protected]
PLM 2012, September 9, Poznań
References:• Bergh, Gunnar. 2007. "The Semiosis of Swedish Car Color Names: Descriptive and Amplifying Functions." In Anthropology of Color: Interdisciplinary Multilevel Modeling, ed. Robert E. MacLaury, Galina. V. Paramei, and Don Dedrick, 337–345. Amsterdam: John Benjamins.
• Berlin, Brent, & Kay, Paul. (1999 [1969]). Basic Color Terms. Stanford: CSLI.
• Casson, Ronald W. 1997. "Color Shift: Evolution of English Color Terms from Brightness to Hue." In Color Categories in Thought and Language, ed. Clyde L. Hardin and Luisa Maffi, 224–239. Cambridge University Press.
• Kerttula, Seija. 2002. English Colour Terms: Etymology, Chronology, and Relative Basicness. Mémoires De La Société Néophilologique De Helsinki, Vol. LX. Helsinki: Société Néophilologique. PhD dissertation.
• Merzliakova, Alfia. 2003. Tipy Semantičeskogo Var'irovanija Prilagatel'nyx Polia "Vosprijatie"" [Types of Semantic Variation of Adjectives in the Lexical Field "Perception"]. Moscow: Editorial.
• Plümacher, Martina. 2007. "Color Perception, Color Description and Metaphor." In Speaking of Colors and Odors, ed. Martina Plümacher and Peter Holz, 61–84. Amsterdam: John Benjamins.
• Rosch Heider, Eleanor. 1972. "Universals in Color Naming and Memory." Journal of Experimental Psychology 93 (1): 10–20.
• Steinvall, Anders. 2002. English Colour Terms in Context. Ph.D. Dissertation. Umeå University: Skrifter från moderna språk 3.
• Stoeva‐Holm, Dessislava. 1996. Farbbezeichnungen in deutschen Modetexten. Eine morphologisch‐semantische Untersuchung(p. 134). [Studia Germanistica Upsaliensia, 34]. Uppsala: Universitetsförlag Almqvist & Wiksell.
• Vasilevich, Alexander P. 1987. Issledovanie Leksiki v Psixolingvističeskom Experimente: Na Materiale Cvetooboznačenij v Jasykax Raznyx Sistem [An Investigation of Nomenclature Lexicon in a Psycholinguistic Experiment: On Material of Color Terms in Languages of Different Systems).Moscow: Nauka.
• Wanzeck, Christiane. 2003. Zur Etymologie Lexikalisierter Farbwortverbindungen: Untersuchungen Anhand Der Farben Rot, Gelb, Grün Und Blau. Amsterdam: Rodopi.
• Wyler, Siegfried. 2007. "Color Terms Between Elegance and Beauty: The Verbalization of Color with Textiles and Cosmetics." InSpeaking of Colors and Odors, ed. Martina Plümacher and Peter Holz, 113–128. Amsterdam: John Benjamins.
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