The understanding and influence of the connotation of semantics on the figurative product: The ERP study

• Main Authors: Yu-Er Lin, 林育而
• Other Authors: Ching-Yi Wang
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/qecv29

碩士 === 大同大學 === 工業設計學系(所) === 106 === In the design field, the interpretation of information on the function and shape of many products may lack of clarity or be too abstract; such misunderstanding may affect the use of the product or the understanding of the product’s shape. However, most studies measure the product semantics mainly by using subjective semantics in their measurement; there is lack of objective measurements. This study measured the relevance and influence of semantics in relation to figurative descriptions of products. The experiment was divided into two phases. In the first stage, 4 design experts used card classification to filter out the samples of simile, metaphor and analogy. There were a total of 160 images containing neutral stimuli. According to the distance of different semantics, these images were separated into three categories: congruous, related, and incongruous, in order to explore the differences in product semantics and design features. In the second stage, these images recorded the 16 participants’ ERP to measure the correlations among the different semantics response of the N600 component as an index and to record the reaction location of the brain area and the amplitude during the picture-word paired judgment tasks. The results indicated that the metaphor products over the right-anterior region produced greater N400 effects than the neutral picture did. Compared with the neutral images, analog products induced a stronger N600 effect in the left-anterior and right-anterior areas. However, the simile product did not evoke the N600 compared to the neutral picture. In general, the N600 is a waveform generated by detecting an inconsistency and then entering the understanding phase. This study concluded that the relevance of borrowed symbols is indirect or unrelated in metaphorical and analogical products, and therefore requires a phase of semantic understanding. The symbolic relevance of simile products is easy to understand and therefore does not require interpretation. The results of card sorting provide a reference for designers to develop new products, and the ERP results offer a clear process of cognition in figurative products. Moreover, the results of this study include comparing the differences between subjective and objective results; these can serve as a new tool for measurement in the semantic study.