In this paper, we investigated the process of interestingness cognition in metaphor comprehension. We did this from the point of view that the interestingness of a metaphor (e.g., “life is like a gamble”) is related to its interpretative diversity. Two studies were conducted to assess this phenomenon: Study 1 (interpretation-production) and Study 2 (interpretationpresentation study). In Study 1...

Previous research suggests that graphical metaphor should increase the usability of visual programming languages (VPLs) by providing an instructional aid when learning to use the language. This paper describes three experiments which manipulated the degree of metaphor in VPLs. In the first, an implicit pictorial metaphor was added to a dataflow language, while in the second and third an explici...

Argument by multimodal metaphor usually plays a vital role of persuasion daily. In this paper, we analyse the argumentation of Lin Dan Commercial (LDC), an anti-corruption advertisement broadcasted on China Central Television, with conceptual metaphor theory and multimodal metaphor, in order to carry out an evaluation of the reasonableness and effectiveness of the argument. On practice, this re...