I address the commentators' calls for clarification of theoretical terms, discussion of similarities to other proposals, and extension of the ideas. In doing so, I keep the focus on the purpose of memory: enabling the organism to make sense of its environment so that it can take action appropriate to constraints resulting from the physical, personal, social, and cultural situations.

We introduce a novel experimental paradigm for eliciting metaphoric expressions in spontaneous speech, under controlled conditions. Participants were presented with a pair of words on a PC monitor and were asked to provide a verbal response describing a conceptual relation between the stimuli. The proportion of metaphoric responses depended on the stimuli in a predictable manner. A large proportion of metaphoric responses was obtained for stimuli that were derived from existing metaphors. The chronometric study of metaphor production in this paradigm (...) produced 3 major findings: (a) a figurative-literal difference: responses that included metaphorical expressions showed greater reaction times (RTs) than responses with only literal expressions; (b) familiarity effect: responses that included more-familiar metaphorical expressions showed smaller RTs than responses that included less-familiar metaphorical expressions; (c) degree of metaphoricity effect: responses that included highly metaphorical expressions showed greater RTs than responses that included less metaphorical expressions. We discuss the processing implications of these results. (shrink)

This article identifies the structural and conceptual aspects of a visual construction often used in advertisements to establish a metaphoric or associative relation, that is, symmetric object alignment (SOA). It offers an account of the formal ingredients of SOA, which fall into two groups: object-constitutive factors (like size, shape, and color) and object-depictment factors (like perspective, orientation, and distance from viewing point). Both factors allow us to treat SOA as a visual rhetorical scheme. We also discuss how SOA relates to (...) conceptual structure, metaphoric or otherwise. Four types of relations are distinguished, based on the way in which perceptual and conceptual characteristics interact. Finally, we discuss the way in which these characteristics relate to the processing of such visual messages. One depictment factor will be focused on in particular: one-to-one versus one-to-many alignments. An attempt is made to connect these 2 patterns to the much-discussed topic in verbal metaphor theory, object comparison versus categorization. (shrink)