7. Color names and dynamic imagery
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Andrea Graumann
Abstract
The de- and encoding of simple, modified or complex color names draw back on different cognitive domains and involve different mental strategies. While basic color names directly evoke an idea about a shade and color terms modified by adjectives reinforce a specific semantic feature of a given color term, complex color terms composed of a noun and a basic color term excite complex images, in which different parts of the mental lexicon are involved. Starting out form an analysis of 250 color terms taken form a range of color pallets from different car manufactures it is shown how basic, modified and complex color terms are used in product design to stress distinct aspects of a product and reach different consumer groups.
Abstract
The de- and encoding of simple, modified or complex color names draw back on different cognitive domains and involve different mental strategies. While basic color names directly evoke an idea about a shade and color terms modified by adjectives reinforce a specific semantic feature of a given color term, complex color terms composed of a noun and a basic color term excite complex images, in which different parts of the mental lexicon are involved. Starting out form an analysis of 250 color terms taken form a range of color pallets from different car manufactures it is shown how basic, modified and complex color terms are used in product design to stress distinct aspects of a product and reach different consumer groups.
Kapitel in diesem Buch
- Prelim pages i
- Table of contents v
- 1. Speaking of colors and odors 1
- 2. Color smell, and language: The semiotic nature of perception and language 19
- 3. How can language cope with color? Functional aspects of the nervous system 35
- 4. Color perception, color description and metaphor 61
- 5. Attractiveness and adornment 85
- 6. Color terms between elegance and beauty. The verbalization of color with textiles and cosmetics 113
- 7. Color names and dynamic imagery 129
- 8. From blue stockings to blue movies: Color metonymies in English 141
- 9. Odor memory 155
- 10. From psychophysics to semiophysics 167
- 11. Cognition, olfaction and linguistic creativity: Linguistic synesthesia as poetic device in cologne advertisement 185
- 12. Understanding synesthetic expressions 203
- 13. Olfactory and visual processing and verbalization 227
- Contributors 239
- Index 241
Kapitel in diesem Buch
- Prelim pages i
- Table of contents v
- 1. Speaking of colors and odors 1
- 2. Color smell, and language: The semiotic nature of perception and language 19
- 3. How can language cope with color? Functional aspects of the nervous system 35
- 4. Color perception, color description and metaphor 61
- 5. Attractiveness and adornment 85
- 6. Color terms between elegance and beauty. The verbalization of color with textiles and cosmetics 113
- 7. Color names and dynamic imagery 129
- 8. From blue stockings to blue movies: Color metonymies in English 141
- 9. Odor memory 155
- 10. From psychophysics to semiophysics 167
- 11. Cognition, olfaction and linguistic creativity: Linguistic synesthesia as poetic device in cologne advertisement 185
- 12. Understanding synesthetic expressions 203
- 13. Olfactory and visual processing and verbalization 227
- Contributors 239
- Index 241
