The conceptual bases of the central fictional images-concepts and their associative potentialare revealed in the article on the comparative basis. Special attention is paid to the specificsof the associative and semantic zones of the concepts. The associative sphere is formedand analyzed on the basis of the data received from the associative experiment, conductedin the group of Master program students-linguists of the Department of Slavistics in theUniversity of Latvia. The experiment revealed broad specter of individual associations,personal meanings, which accompany the central images-concepts and their semanticsimilarities and differences.
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