2 experiments were carried out using 5th-grade children. In each the 1st phase consisted of assign development by conditioning signs with evaluative meaning to neutral nonsense syllables. Phase 2 involved associating the assign with a neutral nonsense figure. In the 3rd phase Ss rated the nonsense figure on 3 semantic differential evaluative scales. Ratings of the figures labelled with conditioned assigns corresponded with the evaluative meaning of signs associated with the assigns. (PsycINFO Database Record (c) 2006 APA, all rights reserved)