This study analyzes the relationship between linguistic expressions and images on prohibition signs observed in urban areas in contemporary Japan. Previous research on public signs has mainly focused on aspects such as linguistic landscapes and their comprehensibility for nonnative speakers of Japanese. Cognitive linguists have examined multimodal texts, including advertisements and public signs, but only a few have paid attention to the interaction between linguistic and visual elements. Thus, it remains unclear how these two types of elements are associated in individual signs to form a coherent message.
Accordingly, the present study focuses on prohibition signs where linguistic expressions (e.g., “Do Not Smoke”) specify a prohibited action, while images (e.g., a smoking cigarette) do not depict an act. Analysis of specific examples reveals that two types of figurative mechanisms, namely, metonymy and synecdoche, are useful tools for describing the connection between visual and verbal elements. On the one hand, metonymy can serve as a connector between an image that depicts a person or an object and a prohibited action based on the proximity between them. For example, a smoking cigarette may signify, through OBJECT FOR PROCESS metonymy, the act of smoking in the area around the sign instead of the cigarette. On the other hand, synecdoche generalizes a prohibited object displayed on the sign. For instance, a crossed-out image of a hamburger and an onigiri can represent a general prohibition on eating food of any kind and not these two through SPECIES FOR GENUS synecdoche. Thus, the image on a prohibition sign can be connected to a prohibited act through metonymy and synecdoche.
The figurative cohesion in prohibition signs implies a cognitive link between verbal and visual elements. According to cognitive linguistics, figurative language, such as metonymy and synecdoche, is a cognitive phenomenon that reflects the mechanisms of the human mind. Therefore, the association of images and words on prohibition signs via metonymy and synecdoche may reflect cognitive collaboration between these two types of symbolic representation. Thus, this study demonstrates a multimodal way of realizing figurative thinking using public signs as examples.
View full abstract