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Designing cognition: visual metaphor as a design feature in business magazines.

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Designing cognition: visual metaphor as a design feature in business magazines. / Koller, Veronika.
In: Information Design Journal and Document Design, Vol. 13, No. 2, 2005, p. 136-150.

Research output: Contribution to Journal/MagazineJournal articlepeer-review

Harvard

Koller, V 2005, 'Designing cognition: visual metaphor as a design feature in business magazines.', Information Design Journal and Document Design, vol. 13, no. 2, pp. 136-150. https://doi.org/10.1075/idjdd.13.2.07kol

APA

Vancouver

Koller V. Designing cognition: visual metaphor as a design feature in business magazines. Information Design Journal and Document Design. 2005;13(2):136-150. doi: 10.1075/idjdd.13.2.07kol

Author

Koller, Veronika. / Designing cognition : visual metaphor as a design feature in business magazines. In: Information Design Journal and Document Design. 2005 ; Vol. 13, No. 2. pp. 136-150.

Bibtex

@article{abbfdd7461784f3487cd45b06f59a965,
title = "Designing cognition: visual metaphor as a design feature in business magazines.",
abstract = "This paper investigates the correlation between the use of dominant verbal metaphors and the use of visual forms in business-media discourse. The study is based on a corpus of English-language articles published between 1996 and 2003. This corpus was first searched for illustrations on marketing as well as mergers and acquisitions, and categorized into different types of visual metaphor. The visualizations of metaphor were subsequently compared to verbal metaphoric expressions in the same discourse domain to check for qualitative and quantitative congruence between the verbal and visual modes. Illustrations in business magazines employ the same metaphors as do verbal texts. Moreover, the frequency patterns ascertained for verbal metaphors are largely maintained in visual representation, with war/fighting being most dominant. Alternative metaphors are marginal in both modes. In terms of classification, the study shows that the majority of visual metaphoric expressions integrate the source and the target domain into a single gestalt. These results indicate that the visual design of business magazines support the verbal metaphors, thus producing the dominant models underlying business-media discourse.",
keywords = "business communication, discourse, metaphor, visual communication, cognition, media discourse",
author = "Veronika Koller",
year = "2005",
doi = "10.1075/idjdd.13.2.07kol",
language = "English",
volume = "13",
pages = "136--150",
journal = "Information Design Journal and Document Design",
issn = "1871-1138",
publisher = "John Benjamins Publishing",
number = "2",

}

RIS

TY - JOUR

T1 - Designing cognition

T2 - visual metaphor as a design feature in business magazines.

AU - Koller, Veronika

PY - 2005

Y1 - 2005

N2 - This paper investigates the correlation between the use of dominant verbal metaphors and the use of visual forms in business-media discourse. The study is based on a corpus of English-language articles published between 1996 and 2003. This corpus was first searched for illustrations on marketing as well as mergers and acquisitions, and categorized into different types of visual metaphor. The visualizations of metaphor were subsequently compared to verbal metaphoric expressions in the same discourse domain to check for qualitative and quantitative congruence between the verbal and visual modes. Illustrations in business magazines employ the same metaphors as do verbal texts. Moreover, the frequency patterns ascertained for verbal metaphors are largely maintained in visual representation, with war/fighting being most dominant. Alternative metaphors are marginal in both modes. In terms of classification, the study shows that the majority of visual metaphoric expressions integrate the source and the target domain into a single gestalt. These results indicate that the visual design of business magazines support the verbal metaphors, thus producing the dominant models underlying business-media discourse.

AB - This paper investigates the correlation between the use of dominant verbal metaphors and the use of visual forms in business-media discourse. The study is based on a corpus of English-language articles published between 1996 and 2003. This corpus was first searched for illustrations on marketing as well as mergers and acquisitions, and categorized into different types of visual metaphor. The visualizations of metaphor were subsequently compared to verbal metaphoric expressions in the same discourse domain to check for qualitative and quantitative congruence between the verbal and visual modes. Illustrations in business magazines employ the same metaphors as do verbal texts. Moreover, the frequency patterns ascertained for verbal metaphors are largely maintained in visual representation, with war/fighting being most dominant. Alternative metaphors are marginal in both modes. In terms of classification, the study shows that the majority of visual metaphoric expressions integrate the source and the target domain into a single gestalt. These results indicate that the visual design of business magazines support the verbal metaphors, thus producing the dominant models underlying business-media discourse.

KW - business communication

KW - discourse

KW - metaphor

KW - visual communication

KW - cognition

KW - media discourse

U2 - 10.1075/idjdd.13.2.07kol

DO - 10.1075/idjdd.13.2.07kol

M3 - Journal article

VL - 13

SP - 136

EP - 150

JO - Information Design Journal and Document Design

JF - Information Design Journal and Document Design

SN - 1871-1138

IS - 2

ER -