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.

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.

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.
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.