The possibilities of forming concept's content by means of different modalities (generalization of experimental study of the beauty concept's content)

The article discusses the possibilities of constructing the concept's content in the different modalities. The experimental studies to identify the verbal and the visual content of the concept “ beauty ” are conducted. When comparing the results of the graphical and verbal associative experiments it is noted that the concept “ beauty ” includes the content that is different from the verbal one which makes it necessary to study different modalities that represent the concept itself.