دانشگاه سوره رهپویه هنرهای تجسمی 2980-9983 8 4 2026 12 22 Cognitive Conceptualization of Pictoral Metaphors in the Pictographic Titles of Children's Books: Based on the Phillips and McQuarrie Matrix مفهوم‌سازیِ شناختیِ استعاره‌های تصویری در عناوین پیکتوگرافیک کتاب‌های کودک، بر اساس ماتریس فیلیپس و مک‌کوآری 89 102 734493 10.22034/ra.2026.2013270.1448 FA امیرحسین زنجانبر دانش‌آموختۀ کارشناسی‌ارشد، ادبیات کودک و نوجوان، دانشگاه پیام نور، تهران، ایران. 0000-0002-3517-9798 Journal Article 2024 05 20 Pictograms are visual symbols that are straightforward and lack intricate details, conveying their meanings to the audience immediately and without complexity, in contrast to logos. Numerous designers of children's book covers incorporate pictographic elements within the typography of the titles. These pictographic elements not only serve an informative purpose but also have a creative and artistic function. They communicate their messages through visual embellishments while maintaining simplicity. This article analyzes the conceptual metaphors present in the pictographic titles of children's books and, utilizing Phillips and McQuarrie’s typology, addresses the artistic structure and semantic roles of these visual metaphors. The aim of this research is to conduct a cognitive analysis of how pictorial metaphors are formed and conveyed through the use of pictographic imagery in written texts. The absence of studies on the metaphorical aspects of pictograms in Iran, along with the high prevalence of this artistic technique in children's picture book titles, underscores the importance of this research. This analytical-descriptive study expands the aforementioned typology from the domain of imagery to typography for the first time in Iran. The method of data collection is purposive, focusing on titles from picture books aimed at age groups "A," "B," and "C" (both domestic and international). The findings indicate that: 1) Phillips-McQuarrie’s typology is effective not only for interactions between two images but also for interactions between typography and pictograms; 2) the creation and interpretation of semantic rhetoric in typography rely on an automatic understanding of conceptual metaphors.<br><br>Pictograms are visual symbols that are straightforward and lack intricate details, conveying their meanings to the audience immediately and without complexity, in contrast to logos. Numerous designers of children's book covers incorporate pictographic elements within the typography of the titles. These pictographic elements not only serve an informative purpose but also have a creative and artistic function. They communicate their messages through visual embellishments while maintaining simplicity. This article analyzes the conceptual metaphors present in the pictographic titles of children's books and, utilizing Phillips and McQuarrie’s typology, addresses the artistic structure and semantic roles of these visual metaphors. The aim of this research is to conduct a cognitive analysis of how pictorial metaphors are formed and conveyed through the use of pictographic imagery in written texts. The absence of studies on the metaphorical aspects of pictograms in Iran, along with the high prevalence of this artistic technique in children's picture book titles, underscores the importance of this research. This analytical-descriptive study expands the aforementioned typology from the domain of imagery to typography for the first time in Iran. The method of data collection is purposive, focusing on titles from picture books aimed at age groups "A," "B," and "C" (both domestic and international). The findings indicate that: 1) Phillips-McQuarrie’s typology is effective not only for interactions between two images but also for interactions between typography and pictograms; 2) the creation and interpretation of semantic rhetoric in typography rely on an automatic understanding of conceptual metaphors.<br><br>Pictograms are visual symbols that are straightforward and lack intricate details, conveying their meanings to the audience immediately and without complexity, in contrast to logos. Numerous designers of children's book covers incorporate pictographic elements within the typography of the titles. These pictographic elements not only serve an informative purpose but also have a creative and artistic function. They communicate their messages through visual embellishments while maintaining simplicity. This article analyzes the conceptual metaphors present in the pictographic titles of children's books and, utilizing Phillips and McQuarrie’s typology, addresses the artistic structure and semantic roles of these visual metaphors. The aim of this research is to conduct a cognitive analysis of how pictorial metaphors are formed and conveyed through the use of pictographic imagery in written texts. The absence of studies on the metaphorical aspects of pictograms in Iran, along with the high prevalence of this artistic technique in children's picture book titles, underscores the importance of this research. This analytical-descriptive study expands the aforementioned typology from the domain of imagery to typography for the first time in Iran. The method of data collection is purposive, focusing on titles from picture books aimed at age groups "A," "B," and "C" (both domestic and international). The findings indicate that: 1) Phillips-McQuarrie’s typology is effective not only for interactions between two images but also for interactions between typography and pictograms; 2) the creation and interpretation of semantic rhetoric in typography rely on an automatic understanding of conceptual metaphors.<br>Pictograms are visual symbols that are straightforward and lack intricate details, conveying their meanings to the audience immediately and without complexity, in contrast to logos. Numerous designers of children's book covers incorporate pictographic elements within the typography of the titles. پیکتوگرام‌ها نشانه‌های تصویری‌ِ ساده و فاقد جزئیات‌اند که معنای خود را بدون پیچیدگی و بلافاصله منتقل می‌کنند. بسیاری از طراحان جلد کتاب‌های کودک، از خرده‌شمایل‌های پیکتوگرافیک در لابه‌لای تایپوگرافیِ عناوین استفاده می‌کنند. خرده‌پیکتوگرام‌های به‌کاررفته در این تایپوگرافی‌ها، علاوه‌بر کارکرد زیبایی‌شناختی دارای کارکرد اطلاع‌رسانی نیز هستند. این خرده‌پیکتوگرام‌ها پیام خود را در عین سادگی، از مجرای آرایه‌های بصری انتقال می‌دهند. مقالۀ حاضر با تحلیل استعاره‌ها و مجازهای مفهومیِ مستتر در عناوین پیکتوگرافیکِ کتاب‌های کودک به چگونگی ساختار هنری و کارکرد معناییِ استعاره‌های تصویریِ این عناوین پاسخ می‌دهد. هدف مقالۀ پیش‌ِرو تحلیل شناختیِ فرایند شکل‌گیری و انتقال استعارات تصویری‌ای است که از به‌کارگیری شمایلی پیکتوگرافیک در متنی نوشتاری حاصل می‌آید. این پژوهش به روش تحلیلی‌توصیفی و وفق نظریۀ فیلیپس و مک‌کوآری در نوع‌شناسی استعارات تصویری و با استناد به آرای کوچش در استعاره‌ها و مجازهای مفهومی انجام شده است. فقدان استعاره‌شناسی پیکتوگرام در ایران و بسامد به‌کارگیری این شگرد هنری در عناوین کتاب‌های کودک، ضرورت پژوهش را مسجل می‌کند. مقالۀ پیش‌ِرو برای نخستین بار در ایران، نوع‌شناسی مذکور را از حوزۀ تصویر به حوزۀ تایپوگرافی گسترش می‌دهد. روش گردآوری داده‌ها به‌صورت هدفمند و جامعۀ آماری آن، عناوین کتاب‌های تصویری گروه سنی «الف»، «ب» و «ج» (فارسی و انگلیسی) است. پژوهش حاضر نشان می‌دهد، اولا: نوع‌شناسی فیلیپس و مک‌کوآری در ساختار بصری و بلاغت معنایی، نه‌تنها برای تعامل بین دو تصویر کارآمد است؛ بلکه برای آرایه‌های مبتنی بر تعامل بین تایپوگرافی و پیکتوگرام نیز کارایی دارد؛ ثانیا، تولید و دریافتِ بلاغت معناییِ پیکتوگرافی‌ها در گرو درک خودکار استعارات مفهومی است. https://rahpooye.soore.ac.ir/article_734493_2af73ca1f282bfcacea0925c1155f6e6.pdf