The Gender Metaphor In Symbolic Expression And Its Influence On Consumer Behavior

Symbols are effective means for people to understand and grasp information,the generalized symbol refers to all that has symbolic meaning and action,in the narrow sense,it means to remove symbols other than words.A symbol is an intermediary that conveys information,is the material carrier of information,it is a material reality that expresses ideas,concepts and meanings,the development of human consciousness is the process of symbolic development.The name is a kind of specific name symbol,we can discover individual differences through the language text information,also can distinguish the individual by the name.Metaphor is a common linguistic phenomenon that exists in multiple cultures,in the traditional view of semantics,metaphor is regarded as a linguistic phenomenon,emphasizing only the substitution and change of meaning.However,the later development semantics points out that metaphorical phenomena should pay attention to the logic and concrete context of words.With the advent of modern cognitive theory,researchers have found that metaphor can be analyzed from the perspective of cognitive mechanism.The essence of conceptual metaphor is to map the source domain into the target domain,which is to understand something more abstract with specific familiar objects.The research on conceptual metaphor phenomenon from the perspective of cognition has become a hot topic in psychology research.On the basis of previous studies,this study of conceptual metaphors analyzes specific research content,and on the basis of conceptual metaphor and gender differences led to the concept of gender metaphors,intends to prove the existence of symbolic expression and gender metaphors of coupling significance.In this study,four experiments were conducted to explore the metaphorical effects of font size,digital features,letter features and gender metaphors and their application in consumer behavior.The first study has shown that people tend to associate a thick,neutral name with a man.The second study shows that people tend to associate the bigger numbers with men and associate integers with men.The third study's results show that people tend to associate rounded letters with men,with angular letters linked to women and capital letters to men.The results of the study showed that there was no difference in the selection of the product appearance between male and female college students in the selection of smoothness and angular product,Both tend to choose the odd price and the price with a decimal,but men are more likely to choose the bold type of product identification.The whole research indicates that the symbol has a certain gender metaphor,and it will have a certain effect on consumer's consumption behavior.