Теоретична навантаженість сприйняття візуальної схожості між об‘єктами візуальної метафори
Theory-Ladenness of the Perception of Visual Similarity between the Objects of Visual Metaphor

Summary/Abstract: The purpose of the article is to analyze the features of the ideal viewer‘s perception of visual similarity in visual metaphors. The methodology of this study is the using of general scientific methods of analysis and synthesis, conceptual metaphor theory, as well as semiotic, constructivist, psychological and art theoretical approaches that provide the basis for the explanation of the nature of visual similarity between the objects which are the components of visual metaphor. The scientific novelty is determined by the fact that the article, grounded on the constructivist theories of similarity identification, argues that the visual similarity is theory-laden for the viewer of visual metaphor. Conclusions. The partial visual similarity between two different objects of visual metaphors is constructed ad hoc by the viewer, because he identifies such similarity in the particular context, on the basis of his perceptual categorization and his knowledge of hidden properties of visual objects. That is why the different understanding of the context, the different perceptual categorization and the different knowledge of invisible properties definitely alter the character of visual similarity for the viewer.

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