Metaphorical Creativity in Road Signs
The article analyzes the phenomenon of creativity in road signs as possible carriers of monomodal visual, multimodal verbal-visual, or mixed metaphors. The relevance of the mechanism of the emergence of the phenomenon of mixed metaphor on the material of images of road signs, in which creative purposeful deviations from the prototype are observed, is very high, since the level of development of cognitive purposeful deviations from the prototype are observed, is very high, since the level of development of cognitive dissonance in vehicle drivers and pedestrians when interacting with road signs directly affects the level of safety and quality of road traffic, and ideally should be close to zero. The tasks of the study include similar meta-research and factors that can be successful in deciphering the meaning of such signs. The aim of the research is to study cognitive and pragmatic functions of metaphors in road signs. The results of the study showed that the cognitive dissonance that provides the recipient with the meaning of the transformed signs during inference, can be balanced by the mechanism of cognitive resonance. Dissonance is useful when using signs as art objects / advertising / humor / criticism, while it is unacceptable in the context of a real traffic situation, as it can lead to traffic accidents and other undesirable consequences.