A Facilitatory Effect of Perceptual Incongruity on Target-Source Matching in Pictorial Metaphors of Chinese Advertising: EEG Evidence

Cao, Shuo; Wang, Yanzhang; Wang, Huili; Chen, Hongjun; Zhang, Guanghui; Kritikos, Ada

doi:10.5709/acp-0279-z

Cited by 4 publications

(8 citation statements)

References 72 publications

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“…In contrast, the participants made positive judgment faster and more accurately in the condition of perceptual-conceptual incongruity. This result is consistent with previous studies (Ortiz et al, 2017;Cao et al, 2019), postulating that incongruity has a significant effect on metaphor processing (Romero and Soria, 2013;Shu, 2015).…”

Section: The Effect Of Contextual Incongruity On Pictorial Metaphor C...supporting

confidence: 93%

“…At the prerecognition stage when tackling the perceptual incongruity, 10.3389/fpsyg.2022.966386 metaphoric images as well as literal images could be seen and processed, but not yet recognized or understood. Furthermore, eye-tracking result of the present study supports the previous studies that neural activities caused by detecting and identifying the perceptual incongruity occur at the early stage of metaphor processing, as shown in such early ERP components as N270 (Cao et al, 2019), N300 (Federmeier and Kutas, 2002;Ma et al, 2016), or N400 (Barrett and Rugg, 1990;Ortiz et al, 2017).…”

Section: The Trigger Effect Of Perceptual Incongruity On Pictorial Me...supporting

confidence: 90%

“…However, previous studies did find that metaphor processing induced a larger Event-related Potentials (ERP) amplitude in the early time window, which may have been caused by the semantic anomaly of the picture ( Ma et al, 2016 ; Ortiz et al, 2017 ). Some other studies have found that contextual incongruity, either perceptually or conceptually, can facilitate metaphorical processing ( Van Weelden et al, 2011 ; Hu et al, 2014 ; Cao et al, 2019 ), but some others, in contrast, have found contextual incongruity inhibiting metaphorical comprehension ( Inhoff et al, 1984 ; Heckler and Childers, 1992 ; Boujena et al, 2021 ). These seemingly contradictory conclusion may have been caused by different research methodologies and materials, or by mingling different stages of metaphor processing.…”

Section: Introductionmentioning

confidence: 97%

“…Perceptual and conceptual processes are two qualitatively different psychological processes in operation at two consecutive times, with an interval of roughly 300 ms dividing them ( Loftus and Ginn, 1984 ). Perceptual similarity between a source domain object and a target domain object, especially similarity in shape, can facilitate metaphor processing ( Cao et al, 2019 ; Ojha and Indurkhya, 2020 ), and further enhance the conceptual link ( Van Weelden et al, 2011 ). Indurkhya and Ojha (2013) used pictorial metaphors of the “Juxtaposition” category in an eye-tracking experiment and found that the detection of perceptual similarity occurred at the pre-attentive level.…”

Section: Introductionmentioning

confidence: 99%

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The effect of incongruous contextual cues on pictorial metaphor processing

Zhou

Chen

2022

Front. Psychol.

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An eye-tracking experiment was conducted to investigate the effects of incongruous contextual cues, both perceptual and conceptual, on pictorial metaphor processing. In a metaphoricity decision task, 38 participants independently viewed a total of 36 pictures equally divided into three different conditions: metaphoric pictures (MP), anomalous literal pictures (ALP) with perceptual congruity, and congruous literal pictures (LP). By initiating the midway condition ALP, the effect of contextual cues of conceptual incongruity were distinguished from that of perceptual incongruity. The eye movement data during each picture viewing were collected before the participant made a decision whether the picture was metaphorical or not. The behavioral results showed that the more abundant incongruous contextual cues were there, the more likely the pictures would be judged as metaphors. It took longer for the participants to make decisions on the literal pictures, be them in congruous or incongruous condition. The results of eye-tracking statistics showed that the perceptual incongruity cues were detected earlier than the conceptual ones. The perceptual-conceptual incongruity cues evoked more fixations and longer duration than the perceptual incongruity alone. The processing of conceptual incongruity proceeded after that of perceptual incongruity. The overall result of the study supports the contextual cues of perceptual incongruity as triggers for pictorial metaphor processing, whereas the contextual cues of conceptual incongruity play a decisive role in the metaphoric interpretation, which in turn renders the processing of MP more mental effort consuming than that of ALP or LP. The present findings have vital implications in revealing the triggering and determining mechanisms of pictorial metaphor processing, which are significant in exploring human cognition and have great impacts on various facets of social and cultural communications.

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Section: The Effect Of Contextual Incongruity On Pictorial Metaphor C...supporting

confidence: 93%

Section: The Trigger Effect Of Perceptual Incongruity On Pictorial Me...supporting

confidence: 90%

Section: Introductionmentioning

confidence: 97%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

The effect of incongruous contextual cues on pictorial metaphor processing

Zhou

Chen

2022

Front. Psychol.

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“…The temporal and spatial components of interest were simultaneously extracted by PCA and Promax rotation 78 , 79 , and projected to the electrode field to correct the variance and polarity indeterminacy. Then, the amplitude of the back-projected components was calculated on the electrode of interest 80 , 81 . The t-PCA has been performed based on covariance matrix between variables 81 .…”

Section: Methodsmentioning

confidence: 99%

The role of conflict processing mechanism in deception responses

Huang

Li²,

Chen³

et al. 2022

Sci Rep

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A considerable number of studies have described the potential neural mechanism of deception, but most deception studies have relied upon deception from experimental supervisor instruction. Experimental control (participants follow instructions to deceive without any risk) means that the deception occurs in a way that does not come close to the real deception. In the current study, a neural imaging experiment on deception closer to the real deception was conducted. Event-related potential (ERP) and event-related spectral perturbation (ERSP) techniques were used to explore the neural mechanism of deception. The results showed that deceptive response evoked larger medial-frontal negativity (MFN) and smaller response-locked positivity (RLP) than truthful response. We interpret these findings to indicate that conflict detection and emotional processing are associated with deception. In addition, magnitudes of alpha and beta oscillations after the deceptive response were significantly smaller than those after the truthful response, demonstrating that deception is associated with neural oscillations reflecting conflict adjustment. The results comprehensively characterized the physiological properties of the brain oscillations elicited by a deceptive response and provided a theoretical foundation for detection in practical applications.

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The Effect of Verbal Anchoring on the Processing of Advertising Pictorial Metaphors

Cao

Zhao

Zi-ya

2021

Chinese Journal of Applied Linguistics

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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.

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A Facilitatory Effect of Perceptual Incongruity on Target-Source Matching in Pictorial Metaphors of Chinese Advertising: EEG Evidence

Cited by 4 publications

References 72 publications

The effect of incongruous contextual cues on pictorial metaphor processing

The effect of incongruous contextual cues on pictorial metaphor processing

The role of conflict processing mechanism in deception responses

The Effect of Verbal Anchoring on the Processing of Advertising Pictorial Metaphors

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