Cao Shuo, Wang Yanzhang, Chen Hongjun, Wang Huili
Faculty of Management and Economics, Dalian University of Technology, Dalian, China.
School of Foreign Languages, Dalian University of Technology, Dalian, China.
Front Psychol. 2018 Dec 18;9:2566. doi: 10.3389/fpsyg.2018.02566. eCollection 2018.
We investigated what the temporal processing is of advertising pictorial metaphors. After presenting "a word of product" and "its advertising pictures," the experiment instructed participants to make a follow-up true-false judgment considering what the picture intended to suggest. A repeated-measures ANOVAs for a 2 (picture type: metaphor, non-metaphor) × 2 (prime-target condition: congruent, incongruent) × 3 (electrode site: Fz, Cz, Pz) experimental condition was conducted on three components, N1 (100-150 ms), N2 (200-300 ms), and LPC (400-600 ms and 600-1,000 ms). The results show that metaphor pictures elicited larger amplitude in N1 (broadly distributed), N2 (frontally biased) and LPC (parietally biased), roughly reflecting an entire process with an initial response to visual onsets, an early recognition of semantic violations and a prolonged reanalysis process of semantic integration. We argue that, different than verbal metaphors, this faster processing occurred due to the involvement of visual pathway.
我们研究了广告图片隐喻的时间加工过程。在呈现“产品词汇”及其“广告图片”后，实验要求参与者根据图片的意图做出后续的正误判断。针对2（图片类型：隐喻、非隐喻）×2（启动-目标条件：一致、不一致）×3（电极位置：Fz、Cz、Pz）的实验条件，对N1（100 - 150毫秒）、N2（200 - 300毫秒）和LPC（400 - 600毫秒以及600 - 1000毫秒）这三个成分进行了重复测量方差分析。结果表明，隐喻图片在N1（广泛分布）、N2（额叶偏向）和LPC（顶叶偏向）中引发了更大的振幅，大致反映了一个从对视觉起始的初始反应、对语义违反的早期识别到语义整合的延长再分析过程的完整过程。我们认为，与言语隐喻不同，这种更快的加工过程是由于视觉通路的参与而发生的。
