Abstract
The article describes the linguistic association experiment, which is one of the most common methods of experimental research of language and consciousness. The potential of the linguistic association experiment is revealed by the example of the analysis of the semantics of proper names. It is stated that the association experiment is a tool that makes it possible to detect and organize the semantic content of proper names. Some results of linguistic association experiments conducted by a team of authors in the North Caucasus and Central Russia are presented. The association experiment is also used in teaching practice.
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