The article examines the linguistic consciousness of representatives of Japanese culture. The authors use the semantic differential method. It is assumed that the stereotypes of everyday consciousness associated with images of representatives of different nationalities, one of the forms of expression have a semantic form. It can be said that semantic evaluations are the essence of evaluating emotions that have arisen in the process of contact with an object, or evaluating the same emotions in the development of social experience. Keywords: semantic differential method, language consciousness, traditional value system, Japanese culture. Psychosemantic research methods provide material for analyzing everyday consciousness, i.e. they reveal deep criteria for evaluating the objects under study. The semantic differential method is a combination of scaling procedures and the controlled association method. The use of the psychosemantic research method makes it possible to identify the respondents ' stable ideas about the objects under study. We are talking about such ideas that are not easily amenable to change, since they were formed mainly on the basis of well-established stereotypes and myths. Using this method, we examined the content of language consciousness that exists in modern Japanese culture. The research method of semantic differential was proposed by one of the founders of psycholinguistics Ch. Osgood, 1959; 1960; 1962; Osgood, Suci, & Tannenbaum, 1957; Snider, Osgood, 1969; Osgood, May, & Miron, 1975; Osgood, Ware, & Morris, 1961). Since then, it has gained considerable popularity and is actively used in various fields of science (see [Himmelfarb, 1993; Petrenko and Mitina, 1998; Stepnova, 1992]). The advantages of this research method are obvious: the use of metaphorical scales frees the respondent's subjective assessment from being limited by the actual properties of the object being evaluated; the researcher can set the range of quantitative as ... Read more