Cognitive Science, Volume 46, Issue 7, July 2022.

This article identifies the structural and conceptual aspects of a visual construction often used in advertisements to establish a metaphoric or associative relation, that is, symmetric object alignment (SOA). It offers an account of the formal ingredients of SOA, which fall into two groups: object-constitutive factors (like size, shape, and color) and object-depictment factors (like perspective, orientation, and distance from viewing point). Both factors allow us to treat SOA as a visual rhetorical scheme. We also discuss how SOA relates to (...) conceptual structure, metaphoric or otherwise. Four types of relations are distinguished, based on the way in which perceptual and conceptual characteristics interact. Finally, we discuss the way in which these characteristics relate to the processing of such visual messages. One depictment factor will be focused on in particular: one-to-one versus one-to-many alignments. An attempt is made to connect these 2 patterns to the much-discussed topic in verbal metaphor theory, object comparison versus categorization. (shrink)

This article examines the structure and processing of editorial cartoons appropriating Joe Rosenthal's famous Iwo Jima photograph in view of the theory of conceptual blending (Fauconnier & Turner, 2002 Fauconnier, G. and Turner, M. 2002. The way we think: Conceptual blending and the mind's hidden complexities, New York,, NY: Basic Books. [Google Scholar]). The main claim argued is that Blending theory accounts for complex processes of meaning constructing provoked by editorial cartoons that invoke several conceptual domains to define and evaluate (...) their topic, Iwo Jima cartoons being cases in point. The second section introduces the relevant aspects of Blending theory: mental spaces and types of blending networks. The third section addresses the Iwo Jima image as one particular input space; a moral criterion to which the selected sociopolitical topic of the cartoon is compared and judged. The fourth section isolates four types of graphic operations blending the Iwo Jima image with topical entities. The fifth section demonstrates how various kinds of blends give rise to either positive or negative evaluations. The final section argues that the study's scope of application extends to any kind of multi-domain cartoon, not just those addressed in this article. (shrink)

When people comprehend language, they mentally represent object shape. Previous research has shown that objects that are mentioned in a simile construction are represented as similarly shaped. The present study examined object shape in mental representations of negated similes. In our experiment participants read negated similes or control sentences without a comparison structure. After having read the sentence, they judged whether two presented objects, which were either similarly or dissimilarly shaped, were previously mentioned. Our findings showed that for the negated (...) similes, verification latencies were shorter for similarly shaped than for dissimilarly shaped objects. This shows that the expected situation, rather than the actual situation is represented. For the control sentences, we did not find such an effect of similarity in shape. We discuss our findings in the light of processing theories of negation and comparison. (shrink)

People mentally represent the shapes of objects. For instance, the mental representation of an eagle is different when one thinks about a flying or resting eagle. This study examined the role of shape in mental representations of similes (i.e., metaphoric comparisons). We tested the prediction that when people process a simile they will mentally represent the entities of the comparison as having a similar shape. We conducted two experiments in which participants read sentences that either did (experimental sentences) or did (...) not (control sentences) invite comparing two entities. For the experimental sentences, the ground of the comparison was explicit in Experiment 1 (“X has the ability to Z, just like Y”) and implicit in Experiment 2 (“X is like Y”). After having read the sentence, participants were presented with line drawings of the two objects, which were either similarly or dissimilarly shaped. They judged whether both objects were mentioned in the preceding sentence. For the experimental sentences, recognition latencies were shorter for similarly shaped objects than for dissimilarly shaped objects. For the control sentences, we did not find such an effect of similarity in shape. These findings suggest that a perceptual symbol of shape is activated when processing similes. (shrink)

Morin argues that ideographies are limited because graphic codes lack a capacity for proliferating standardization. However, natural graphic systems display rich standardization and can be placed in sequences using complex combinatorial structures. In contrast, ideographies are not natural, and their limitations lie in their attempts to artificially force a graphic system to behave like a writing system.

People mentally represent the shapes of objects. For instance, the mental representation of an eagle is different when one thinks about a flying or resting eagle. This study examined the role of shape in mental representations of similes (i.e., metaphoric comparisons). We tested the prediction that when people process a simile they will mentally represent the entities of the comparison as having a similar shape. We conducted two experiments in which participants read sentences that either did (experimental sentences) or did (...) not (control sentences) invite comparing two entities. For the experimental sentences, the ground of the comparison was explicit in Experiment 1 (“X has the ability to Z, just like Y”) and implicit in Experiment 2 (“X is like Y”). After having read the sentence, participants were presented with line drawings of the two objects, which were either similarly or dissimilarly shaped. They judged whether both objects were mentioned in the preceding sentence. For the experimental sentences, recognition latencies were shorter for similarly shaped objects than for dissimilarly shaped objects. For the control sentences, we did not find such an effect of similarity in shape. These findings suggest that a perceptual symbol of shape is activated when processing similes. (shrink)