The Experimental Study of the Image of Russian Color Term Orange in the Consciousness of Russian Culture Bearers

   The work is devoted to the description of the results of an empirical study of the image of the Russian color term orange in the linguistic consciousness of modern representatives of the Russian-speaking society. When organizing and conducting the study, we relied on the psycholinguistic theory of the word by A. A. Zalevskaya, works on the study of verbal associations on colors, in particular, the work of E. I. Goroshko and O. V. Safuanova, as well as on the theory of cultural knowledge of F. Sharifian.
   The relevance of the study of the Russian color term orange and its image in the minds of representatives of modern Russian culture is determined by the lack of works devoted to the study of this subject from the point of view of psycholinguistics.

   To conduct an empirical study we used methods of psycholinguistics (free associative experiment, Ch. Osgood's semantic differential), linguistic methods (definitional analysis), as well as statistical methods (factorial analysis). This made it possible to consider the phenomenon under study from various angles and to most fully reveal its essence. The data obtained during the experimental study were analyzed from the point of view of synchrony and diachrony. We also revealed the gender characteristics of the perception of Russian color term orange in the linguistic consciousness of the bearers of modern Russian culture. The results show the structure of the associative field of Russian color term orange, and also reflect the process of its transformation over the past thirty years. We also show the male and female associative fields' structure. The methodology used in the course of the study can be used in further work devoted to the study of various concepts from the point of view of psycholinguistics. The data presented in the work can be used in a wide range of research in the field of linguistics, psychology, advertising and marketing.

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