7. Color names and dynamic imagery
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.
Cited by (3)
Cited by three other publications
Molina Plaza, Silvia
2015.
Black and White Metaphors and Metonymies in English and Spanish: A Cross-Cultural and Corpus Comparison. In
Yearbook of Corpus Linguistics and Pragmatics 2015 [
Yearbook of Corpus Linguistics and Pragmatics, 3],
► pp. 39 ff.
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