This essay examines the persuasive side of music and its affect on consumer behavior when utilized in television commercials. It includes an interpretation of twelve study cases, in which three groups of four people is presented the same commercial, with different music being the only item dividing the groups. This is followed by a few questions about the product. The aim is then to see how the answers differ from one group to another, and how they match the music’s presupposed connotations suggested in the theory part of the essay, thus, observing the communicative, and eventually persuasive, power of music in television commercials. The main question is: how might music utilized in a television commercial power people’s opinions about the product in that commercial. The results show how music may alter people’s opinions about the product in the commercial, and that the interviewees’ opinions, in most cases, match the music’s presupposed connotations. The study’s results confirm what was previously found by Adolfsson in 2007. By comparing results from then and now it adds to the understanding of musical meaning in everyday life.

This experimental study investigates the connotative meaning of the concept “cash”, as it relates to the cash flow statement, held by the three key parties to the accounting communication process: preparers, auditors and users. Concerns raised in the accounting profession regarding the susceptibility of the cash flow statement to manipulation, coupled with the recent introduction of NZ IAS 7 (cash flow statement) provide the motivation for investigating the potential for miscommunication (either intentional or unintentional) between the main parties to the financial reporting process. The study investigates inter and intra group differences in measured connotative meaning of the old and new definitions of “cash”, and determines the effect of connotative meaning on decision outcomes. Further, the study considers the overall quality of the two definitions, as perceived by the three financial reporting groups. Three key findings are indicated. The first is that the three financial reporting groups do not share the same cognitive structure in which the meaning of the concept “cash” is held. An important implication is that comparisons between the connotative meanings held by the three financial reporting groups cannot be validly made. Secondly, significant differences in the measured meaning were observed across the two definitions within each of the three subject groups. Thirdly, the decision outcomes for each of the three subject groups were significantly different under the two definitions. Also there was some evidence that the differences in the decision outcomes were linked to the differences in the measured connotative meaning. These results raised several concerns regarding the potential for miscommunication between the three key parties to the accounting communication process and highlighted the importance of standard-setters assessing the effect on connotative meaning of possible changes in wording to key concepts within the cash flow statement.

This diploma thesis analyses the occurrence of synonymy in the texts of academic prose and fiction. The topic of synonymy has been in the centre of attention for a long time and it still deserves much attention. The aim of this thesis is to approach to the topic from a different perspective. Theoretical part describes the theoretical background of synonymy from the upper layers of the system of language. These theories are used as analytical tool in analysing the collected samples with the focus on similarities and differences in connotation of pairs of synonyms. The diploma thesis should particularly contribute to study of partial synonymy and the components of associative meaning that vary in dependence on functional style. This thesis should also marginally refer to the topic of absolute synonymy. The frequency of the components of associative meaning and findings are described in the conclusion of the thesis.