Giora proposed that general principle of salience： salient comprehension of figurative and meanings are processed first and literal language be governed by a more meaning salience determines the type of processing in...Giora proposed that general principle of salience： salient comprehension of figurative and meanings are processed first and literal language be governed by a more meaning salience determines the type of processing invoked. According to the Graded Salience Hypothesis, processing familiar metaphors should involve the activation of both their metaphoric and literal meanings, regardless of the type of context in which they are embedded. Processing less familiar metaphors should activate the literal meaning in both types of contexts; however, in the literally biased context, it should be the only one activated. Processing familiar idioms in context biased towards the idiomatic meaning should evoke their figurative meaning almost exclusively, because their figurative meaning is much more salient than their literal meaning. However, processing less familiar idioms in an idiomatic context should activate both their literal and idiomatic meanings because both meanings enjoy similar salience status.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
Literature continues to generate controversies as to what it is and what it is for. That is one of the reasons for the proliferation of ＂literary theories.＂ The notion is here placed between quotation marks because ...Literature continues to generate controversies as to what it is and what it is for. That is one of the reasons for the proliferation of ＂literary theories.＂ The notion is here placed between quotation marks because it does not mean the same thing to all the scholars in the field. Some regard it in the same way that theory functions in the sciences, where it focuses on the object it is associated with. For example, the atomic theory of matter is concerned with the internal constitution or the characterizing properties of matter. Others, however, are looking beyond the object towards the reader and the extra-textual environment. The approaches to literary studies which look beyond the individual work to outside phenomena are many and increasing all the time as new issues and concerns arrive on the social scene. Issues of climate change are fairly topical now; and criticism is already responding with such ideas as eco-criticism. The question of the identity of the literary object has to be kept in the front burner, so that it is not swamped by the many different interests which attach to literature from time to time. Bringing attention back to the literary work is the central concern of this paper; and we are doing this by way of the metaphors of perception often used with respect to the literary work as these suggest that the work is something to focus on, rather than to see through to something else. Finally, I elaborate the concept of integrity as an appurtenance of the literary text that attracts and holds the gaze.展开更多
文摘Giora proposed that general principle of salience： salient comprehension of figurative and meanings are processed first and literal language be governed by a more meaning salience determines the type of processing invoked. According to the Graded Salience Hypothesis, processing familiar metaphors should involve the activation of both their metaphoric and literal meanings, regardless of the type of context in which they are embedded. Processing less familiar metaphors should activate the literal meaning in both types of contexts; however, in the literally biased context, it should be the only one activated. Processing familiar idioms in context biased towards the idiomatic meaning should evoke their figurative meaning almost exclusively, because their figurative meaning is much more salient than their literal meaning. However, processing less familiar idioms in an idiomatic context should activate both their literal and idiomatic meanings because both meanings enjoy similar salience status.
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Literature continues to generate controversies as to what it is and what it is for. That is one of the reasons for the proliferation of ＂literary theories.＂ The notion is here placed between quotation marks because it does not mean the same thing to all the scholars in the field. Some regard it in the same way that theory functions in the sciences, where it focuses on the object it is associated with. For example, the atomic theory of matter is concerned with the internal constitution or the characterizing properties of matter. Others, however, are looking beyond the object towards the reader and the extra-textual environment. The approaches to literary studies which look beyond the individual work to outside phenomena are many and increasing all the time as new issues and concerns arrive on the social scene. Issues of climate change are fairly topical now; and criticism is already responding with such ideas as eco-criticism. The question of the identity of the literary object has to be kept in the front burner, so that it is not swamped by the many different interests which attach to literature from time to time. Bringing attention back to the literary work is the central concern of this paper; and we are doing this by way of the metaphors of perception often used with respect to the literary work as these suggest that the work is something to focus on, rather than to see through to something else. Finally, I elaborate the concept of integrity as an appurtenance of the literary text that attracts and holds the gaze.
