In this article,a novel logic which concerns with the natural property of comprehension is presented,and the cognitive state of the agent is also considered. The cognitive comprehension operator is put forward,the log...In this article,a novel logic which concerns with the natural property of comprehension is presented,and the cognitive state of the agent is also considered. The cognitive comprehension operator is put forward,the logical system is established,and then the axioms and the properties of the system are discussed. Finally,the application of the cognitive comprehension logic in the understanding of the metaphor is showed.展开更多
Although investigating metaphors in advertising is gaining in popularity, there are still certain unresolved arguments, such as the interaction between elements of different modalities. This study,composed of three be...Although investigating metaphors in advertising is gaining in popularity, there are still certain unresolved arguments, such as the interaction between elements of different modalities. This study,composed of three behavioral experiments, aims to identify how verbal anchoring(literal anchoring, metaphor anchoring and unrelated anchoring) influences the processing of pictorial metaphors in advertising, by observing the cognitive and affective indicators, advertising comprehension and advertising likeability. The results showed 1) that metaphors in pictorial modality were recognized more quickly than those in verbal modality, 2) that verbal anchoring facilitated participants ’ comprehending and appreciating of pictorial metaphors and 3) that literally-anchored metaphors with a moderate level of novelty yielded the most favorable cognitive responses. The study not only enriches the existing theoretical framework of multimodal metaphors in advertising, but also proposes an optimal match between pictorial metaphors and verbal elements, for advertisers and manufacturers to design effective multimodal advertisements.展开更多
This paper discusses the selective feature of understanding. The process of understanding is in nature that of constructing meaning and obtaining information, meanwhile, to construct meaning is to integrate different ...This paper discusses the selective feature of understanding. The process of understanding is in nature that of constructing meaning and obtaining information, meanwhile, to construct meaning is to integrate different signs into a text by means of metaphor and metonymy and to naturalize the meaning of the text, which turns out to be a process of constant selection. In addition, the contextual factors such as different individuals or groups and different cultural backgrounds make the understanding process selective. The knowledge of the selective feature of understanding plays an important role in foreign language teaching, especially concerned with text reading, translation and intercultural communication.展开更多
基金Foundation of Fujian Province of China (No.2008F3105)
文摘In this article,a novel logic which concerns with the natural property of comprehension is presented,and the cognitive state of the agent is also considered. The cognitive comprehension operator is put forward,the logical system is established,and then the axioms and the properties of the system are discussed. Finally,the application of the cognitive comprehension logic in the understanding of the metaphor is showed.
基金supported by the National Social Science Foundation of China (Grant No. 19BYY088)。
文摘Although investigating metaphors in advertising is gaining in popularity, there are still certain unresolved arguments, such as the interaction between elements of different modalities. This study,composed of three behavioral experiments, aims to identify how verbal anchoring(literal anchoring, metaphor anchoring and unrelated anchoring) influences the processing of pictorial metaphors in advertising, by observing the cognitive and affective indicators, advertising comprehension and advertising likeability. The results showed 1) that metaphors in pictorial modality were recognized more quickly than those in verbal modality, 2) that verbal anchoring facilitated participants ’ comprehending and appreciating of pictorial metaphors and 3) that literally-anchored metaphors with a moderate level of novelty yielded the most favorable cognitive responses. The study not only enriches the existing theoretical framework of multimodal metaphors in advertising, but also proposes an optimal match between pictorial metaphors and verbal elements, for advertisers and manufacturers to design effective multimodal advertisements.
文摘This paper discusses the selective feature of understanding. The process of understanding is in nature that of constructing meaning and obtaining information, meanwhile, to construct meaning is to integrate different signs into a text by means of metaphor and metonymy and to naturalize the meaning of the text, which turns out to be a process of constant selection. In addition, the contextual factors such as different individuals or groups and different cultural backgrounds make the understanding process selective. The knowledge of the selective feature of understanding plays an important role in foreign language teaching, especially concerned with text reading, translation and intercultural communication.
