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Showing papers on "Connotation published in 2006"


Proceedings Article
01 Jan 2006
TL;DR: The task of deciding whether a given term has a positive connotations, or a negative connotation, or has no subjective connotation at all is confronted, and it is shown that determining subjectivity and orientation is a much harder problem than determining orientation alone.
Abstract: Opinion mining is a recent subdiscipline of computational linguistics which is concerned not with the topic a document is about, but with the opinion it expresses To aid the extraction of opinions from text, recent work has tackled the issue of determining the orientation of “subjective” terms contained in text, ie deciding whether a term that carries opinionated content has a positive or a negative connotation This is believed to be of key importance for identifying the orientation of documents, ie determining whether a document expresses a positive or negative opinion about its subject matter We contend that the plain determination of the orientation of terms is not a realistic problem, since it starts from the nonrealistic assumption that we already know whether a term is subjective or not; this would imply that a linguistic resource that marks terms as “subjective” or “objective” is available, which is usually not the case In this paper we confront the task of deciding whether a given term has a positive connotation, or a negative connotation, or has no subjective connotation at all; this problem thus subsumes the problem of determining subjectivity and the problem of determining orientation We tackle this problem by testing three different variants of a semi-supervised method previously proposed for orientation detection Our results show that determining subjectivity and orientation is a much harder problem than determining orientation alone

323 citations


01 Jan 2006
TL;DR: In this paper, a periodic-structural analysis of conspicuous consumption behavior is proposed, depicting its evolution, nature and character, from the perspective of changing time, evolving business principles and ideologies, and existing as well as evolving literature.
Abstract: EXECUTIVE SUMMARY Drawing upon existing literature, this paper briefly discusses aspects of conspicuous consumption. Analysis of the construct has been done in the perspective of changing capitalist structure and dominating socio-philosophical ideologies, especially postmodernism. Effort has been made to extend the original concept and propose necessary refinement and integration of relevant concepts to enable a meaningful, holistic, and contemporary interpretation of the said construct. This paper examines different aspects of consumer behavior, helps to generate some important directions for future research in the field, and also discusses these issues in the context of the transitional socio-economic background of India. Keywords: Conspicuous Consumption, Postmodernism, Cultural Capital, Taste, India ********** By looking into any standard English dictionary for the meaning of the word "conspicuous," one gets a variety of lexicographic entries including "eye catching," and "prominent;" but the word acquires a significantly different connotation in the context of "consumption" when it clearly indicates the phenomenon of "wasteful and lavish consumption expenses to enhance social prestige." Based entirely on observation, more than a hundred years ago, Thorstein Veblen (1899) proposed that American rich were spending a significant portion of their time and money on unnecessary and unproductive leisure expenditures and coined the term conspicuous consumption to describe the behavior; this linguistic construct has been used so widely that it has entered into popular English lexicon only in this particular sense of the term (Oxford English Dictionary). Effort in studying the phenomenon of conspicuous consumption can be adequately justified by the concept's near universality and timelessness; McCracken (1987, pp. 50) notes that "conspicuous and competitive consumption are especially important to the study of the history of consumption because they play an important role in the growth of a consumer society." However, any analysis of consumer behavior has to be done in the perspective of changing economic-political-social contexts or even philosophical thoughts, and assessment of the conspicuous consumption construct cannot be an exception. The focus of this paper is restricted to the discussion and analysis of some important theoretical work on the subject, from the perspective of changing time, evolving business principles and ideologies, and existing as well as evolving literature. In the process, we extend the original Veblenian thesis through a review, refinement, and integration of divergent concepts in order to arrive at a meaningful conclusion regarding the contempory nature of this construct and the proper scope for further research. In this spirit we propose a periodic-structural analysis of conspicuous consumption behaviour (Table 1), depicting its evolution, nature and character. GENESIS OF THE CONCEPT To discuss the background of the development of Veblen's thesis, we draw from the work of Page (1992). The leisure class, as discussed by Veblen, consisted of the families of the top business and landowning families in the United States: the Harrimans, the Mellons, and the Fricks, to name a few. Similarly in Europe the old moneyed families, like the Astors and Spencers, habitually spoiled themselves through overconsumption in marriages, business alliances, and leisure activities. A strikingly similar yet parallel lifestyle has been documented even in India in the 19th century (Sastri 1983). During this period of the evolution of colonial capitalism and strongly established feudalism, the nouveaux riche of the city of Calcutta used to spend obnoxiously huge sums of money on grand feasts, betting, musical extravaganzas, brothel-visits, and other showy yet meaningless events; so much so that these stories have become a part of local folklore and other forms of popular culture. …

183 citations


Journal ArticleDOI
TL;DR: A different understanding of the castle metaphor is possible, however, one rooted in notions of the dignity of home ownership as mentioned in this paper, which yields a far more flexible stance towards eminent domain.
Abstract: Much of the popular outcry against the Supreme Court's decision in Kelo v. New London can be understood in terms of the public's commitment to the conception of the home as a castle. This familiar metaphor is typically viewed as aligned with libertarian conceptions of property and of the right to exclude. Taken to its logical conclusion, the metaphor's connotation of an owner's "absolute dominion" would seem to rule out the exercise of eminent domain altogether. A different understanding of the castle metaphor is possible, however, one rooted in notions of the dignity of home ownership. While such a dignitary understanding of the home as the castle remains true to the intuitions underlying the metaphor, it yields a far more flexible stance towards eminent domain.

19 citations


Journal ArticleDOI
TL;DR: In this paper, the authors summarized the latest researches in developing glacier tourism resources and provided suggestions on glacier tourism development and protection as follows: 1) to plan function subarea scientifically and reasonably; 2) to combine tourism, scientific research with ecological education; 3) to take countermeasures of environmental protection; 4) to integrate tourism resources; and 5) to strengthen regional cooperation.
Abstract: Glacier is one kind of the most beautiful geological sightseeing in the world as well as a special kind of tourism resources. The characters of glacier tourism include scarcity, frangibility, localization of tourist activity, scientific connotation, and integrated function and value. The paper summarizes the latest researches in developing glacier tourism resources. Regarding the Bogda Glacier Park as an example, the authors analyze the characteristics of glacier tourism resources in detail and the conditions and potential threats of glacier tourism development. Suggestions on glacier tourism development and protection are given as follows: 1) to plan function subarea scientifically and reasonably; 2) to combine tourism, scientific research with ecological education; 3) to take countermeasures of environmental protection; 4) to integrate tourism resources and strengthening regional cooperation. Finally, emphases are put forward on resources conformity along the tourism line and cooperation of tourism management. The paper aims to seek after the coordination path in exploitation and protection of glacier tourism resources to guide the exploitation of other glacier tourism destinations.

18 citations


Journal Article
TL;DR: A different understanding of the castle metaphor is possible, however, one rooted in notions of the dignity of home ownership as mentioned in this paper, which yields a far more flexible stance towards eminent domain.
Abstract: Much of the popular outcry against the Supreme Court's decision in Kelo v. New London can be understood in terms of the public's commitment to the conception of the home as a castle. This familiar metaphor is typically viewed as aligned with libertarian conceptions of property and of the right to exclude. Taken to its logical conclusion, the metaphor's connotation of an owner's "absolute dominion" would seem to rule out the exercise of eminent domain altogether. A different understanding of the castle metaphor is possible, however, one rooted in notions of the dignity of home ownership. While such a dignitary understanding of the home as the castle remains true to the intuitions underlying the metaphor, it yields a far more flexible stance towards eminent domain.

14 citations


Journal ArticleDOI
TL;DR: The African Renaissance is now more than just an idea as mentioned in this paper... In South Africa itself, ten years of democracy have ripened our discussions and deepened our insights; we are less starry-eyed and euphoric, and more cautious; less optimistic but more hopeful.
Abstract: The African Renaissance is now more than just an idea . . . In South Africa itself, ten years of democracy have ripened our discussions and deepened our insights. We are less starry‐eyed and euphoric, and more cautious; less optimistic but more hopeful. We are beginning to understand much better just how much South Africa is part of Africa, as we are beginning to understand that ‘Africa’ is much more than a geographical connotation. Africa is its mountains and rivers, its valleys and high places; its sweeping savannas and its dense forests; its rich soil and its intimidating deserts. But Africa is Africa mostly in her children wherever they may dwell: in the wisdom of her elders and the courage of her youth, the strength of her mothers and the dedication of her fathers. Being an African is not simply a question of sharing the land, it is sharing the fate of Africa. We have come to understand Africa not just as a place, but as a manifestation of a vision; not just the land that we come from, but t...

12 citations


Book ChapterDOI
TL;DR: Evidence from the laboratory suggests that semantic processes related to emotional connotation may be an exception to this rule, and the ability to distinguish among different emotional connotations may be linked distinctly both to attention systems that select specific sensory input for further processing and to intention systems that selected specific actions for output.
Abstract: One current doctrine regarding lexical-semantic functions asserts separate input and output lexicons with access to a central semantic core. In other words, processes related to word form have separate representations for input (comprehension) vs. output (expression), while processes related to meaning are not split along the input-output dimension. Recent evidence from our laboratory suggests that semantic processes related to emotional connotation may be an exception to this rule. The ability to distinguish among different emotional connotations may be linked distinctly both to attention systems that select specific sensory input for further processing and to intention systems that select specific actions for output. In particular, the neuroanatomic substrates for emotional connotation on the input side of the equation appear to differ from the substrates on the output side of the equation. Implications for semantic processing of emotional connotation and its relationship to attention and motivation systems are discussed.

9 citations


Journal Article
TL;DR: From the approach of knowledge flow, knowledge chain is defined which is formed by knowledge flows among organizations and the connotation, principle and target of knowledge chain management are explained.
Abstract: From the approach of knowledge flow,this paper defines knowledge chain which is formed by knowledge flows among organizations.Then it explains the connotation,principle and target of knowledge chain management.

9 citations


Journal ArticleDOI
Matthew Valle1
TL;DR: In this article, a leader's ability to understand organizational politics and build political skill is essential to his or her advancement, and a leader must learn how to influence others effectively and must put aside the notion that all political activity in organizations is unethical.
Abstract: When the issue of organizational politics is raised it almost always arouses a negative connotation. In order to lead, however, you must learn how to influence others effectively and must put aside the notion that all political activity in organizations is unethical. In fact, a leader's ability to understand organizational politics and build political skill is essential to his or her advancement.

7 citations


Dissertation
01 Jan 2006
TL;DR: This paper explored the importance of connotation within English as a lingua franca (ELF) and the implications for teaching ELF and concluded that connotative meaning is extremely significant in successful intercultural communication in ELF.
Abstract: The thesis explores the importance of connotation within English as a lingua franca (ELF) and the implications for teaching ELF. The importance of such research is that should connotative meaning be shown to be of crucial importance, this must be taken into account in the development of a methodology for ELF. This is particularly important as tiie understanding of ELF is only now emerging, together with a related pedagogy. As a starting point the thesis explores the views of high school teachers and university lecturers in Thailand aâ an example of a country where ELF is an important issue for pedagogy. The focus is on issues related to the teaching and use of ELF, including linguistic imperialism. The literature on intercultural communication is then discussed with particular reference to English as a lingua franca. From this discussion a hypothesis is developed for testing, that "successful intercultural communication using ELF cannot take place without a substantial similarity in connotative meaning between interlocutors in relation to key words and phrases used in discourse”. Given that there has been no previous attempt to explore connotative meaning within ELF, one of the contributions of this thesis is the development of the research instruments designed to test the hypothesis. Research instruments used were questionnaires; recorded interviews based on the responses to the questionnaires; video-recorded dialogues between informants; separate tape- recorded "stop-start" interviews of informants whilst viewing the video recordings of the dialogues; semantic differential testing of key words and phrases selected from the dialogues; and word association testing of such key words and phrases. The thesis explains the rationale behind such instruments and their application in a research pilot with subsequent refinements for the main study. The analysis showed that overall, 81% of the communication events that were able to be categorized provided some form of support for the hypothesis, compared to 19% of such events providing evidence tending to contradict the hypothesis. The conclusion reached was therefore that connotative meaning was indeed, extremely significant in successful communication in ELF and the implications of this finding for theory, research methodology and practice are considered.

7 citations


Journal Article
TL;DR: In this paper, the concept and connotation of coordination and coordinating degree were expounded based on systems theory and the method of using co-integration analysis technical to judge a long-period equilibrium relation between subsystems or essential factors of composite system was proposed in view of the non-stability of composite systems componnents.

Journal Article
TL;DR: In this paper, the authors analyze the intangible culture heritage and stress subject, original and systematic principles in protecting the heritage, and then emphasize that we should stress subject and original principles in preserving the heritage.
Abstract: Understanding the intangible culture heritage need grasp its three connotation——relics of historical environment,carriers of culture,spiritual essence;this paper analyses its four basic characters——localization,nationalities;integration and inheriting,and then emphasizes that we should stress subject,original and systematic principles in protecting the intangible culture heritage.

Journal ArticleDOI
TL;DR: In this article, the authors explored the meaning of morality in the traditional Chinese culture and affirmed the rich life connotation both in the dynamic conversion between Tao and virtue and in the Taoist saying "great virtue is growth".
Abstract: The actual effect is a big problem in current school moral education. By analyzing the problems in the theory and practice of the current school moral education, the author points out that the reason is that, for a long time, the meaning of morality has been dissimilated, and moral education is considered as a kind of knowledge input and neglecting it is the life-style of human beings. By exploring the meaning of morality in the traditional Chinese culture, the author fully affirmed the rich life connotation both in the dynamic conversion between Tao and virtue and in the Taoist saying “Great virtue is growth”. In the article, the author suggests that nowadays, we should reconsider and understand the moral connotation in traditional culture and explain the traditional morals in a modern way. It is also necessary to construct a new moral education system such as a “life-practice” model.

Journal Article
TL;DR: In this paper, the concept of ecological residence was discussed and five main principles were explored and eight key points on developing eco-residence in China were given, and the concept is a new sustainable development pattern of residential industry.
Abstract: Ecological residence is a new sustainable development pattern of residential industryThough it is a quite excellent mode,ecological residence has not been accepted popularly because of the lack of uniform standardsIn this article,the concept of ecological residence was discussed and five main principles were exploredAnd eight key points on developing eco-residence in China were given

Journal Article
TL;DR: The Environmental Sustainability Index (ESI) as discussed by the authors is developed by Yale University and Columbia University and can benchmark the ability of nations or regions to protect the environment over the next several decadesIt's also a quantitative and systematic approach to environmental policymaking.

DOI
01 Jul 2006
TL;DR: Questions arise about whether women faculty can find a home or welcome ground, both in the United States and around the world and one that counters the chilly climate image that Sandler and Hall (1986) have written about.
Abstract: With the continued documentation of a persistent hostile or chilly climate for women in academe (Blum, 1991; Cooper, 2002; Curtis, 2005; Glazer-Raymo, 1999), questions arise about whether women faculty can find a home or welcome ground, both in the United States and around the world (Caplan, 1993; Cooper, Benham, Collay, Martinez-Aleman, & Scherr, 1999). The literature identifies a number of differing ways of viewing the academy as home. For example, Jane Roland Martin (2000) refers to the academy as "the home of thought" (p. 41). In discussing this concept, many women academics talk about finding or forging, if not a home, then welcome ground or a neighborhood. Whatever the term, the connotation is one of a place that is friendly, rather than hostile; one that counters the chilly climate image that Sandler and Hall (1986) have written about.

Journal Article
TL;DR: In this article, the authors established the principle of selecting assessment indexes by analyzing the connotation of ecological effect assessment indication system for a hydropower project in terms of study of assessment assessment system for the hydropowered project, and constituted a framework of scientific, practical and workable assessment system based on the pressure-state response (PSR) conception model.
Abstract: The paper has established the principle of selecting assessment indexes by analyzing the connotation of ecological effect assessment indication system for a hydropower project in terms of study of ecological effect assessment indication system for a hydropower project,and constituted a framework of scientific,practical and workable assessment indication system based on the pressure-state-response(PSR) conception model.

Journal Article
TL;DR: In this paper, the authors designed a green partner selecting measurement system composed of some main factors such as green message and green message, and studied deeply these factors so that it formed a two-level measurement system.
Abstract: According to the connotation of green supply chain and the standards of environmental management,this paper designs green partner selecting measurement systems composed of some main factors such as green message. And the authors study deeply these factors so that it forms a two-level measurement system.Then the authors apply the method of fuzzy evaluation mode to the green partner selecting measurement system.An example is given to show the judgment process.At last the effect on the green partner selecting measurement of green supply chain is studied after taking greening to mode.

01 Jan 2006
TL;DR: In this article, the DEA evaluation model of highway transportation sustainable development is put forward, and an instance analysis is provided to show the practicability of the proposed model in using.
Abstract: Combined with the highway construction and planning in China,the connotation of highway transportation sustainable development is analyzed.The evaluation indices system is set up fromfive aspects of sustainable development of highway transportation,population and social economy,resources and environment,science and technology,and harmonization.After discussing the quantification method of evaluation indices,the DEA evaluation model of highway transportation sustainable development is put forward.Then,instance analysis is provided to show the practicability of the proposed model in using.

Journal Article
TL;DR: The new concept of HPIS adapts was put forward the future demand of hospital pharmacy and the relevant concepts: pharmaceutical information, pharmaceutical intelligence, drug information and hospital pharmaceutical information specified.
Abstract: OBJECTIVE:To probe into the concept and connotation of hospital pharmacy information system(HPIS).METHODS:The new demand of informationization was proposed by looking into modern pharmaceutical care mode and hospital pharmacy domain changes were analyed.RESULTS:The relevant concepts:pharmaceutical information,pharmaceutical intelligence,drug information and hospital pharmaceutical information specified.Put forward a definition of the HPIS.Systemic discussions on the connotations and development goals of the research were made.CONCLUSION:The new concept of HPIS adapts was put forward the future demand of hospital pharmacy.

01 Jan 2006
TL;DR: In this article, the authors anatomize the formation mechanism from certain aspects such as excessive speculation, the limitation of customer expectation, the development of real estate market, the perfection of the financial system, and point out specially that the most direct reason for real estate bubble is the over speculation.
Abstract: This article anatomizes the formation mechanism from certain aspects such as excessive speculation,the limitation of customer expectation,the development of real estate market,the perfection of the financial system,on the base of parsing the connotation of real estate bubble,pointing out specially that the most direct reason for real estate bubble is the over speculation which is significant to understanding,keeping away from and controlling real estate bubble.Therefore,a speculation measurement model for the real estate bubble have been established in this article combining with demonstration in our country and several advices concerning the risk prevention have been given.

Journal Article
TL;DR: Based on the summing up the research status quo of water resources carrying capacity in China, the authors expounds the conception, connotation, influence factors, and discusses several main evaluation methods of water resource carrying capacity.
Abstract: Based on the summing up the research status quo of water resources carrying capacity in China, the paper expounds the conception,connotation, influence factors, and discusses several main evaluation methods of water resources carrying capacity. After analyzing the existing problems on the research of the field at present, it explores the perspectives of water resources carrying capacity.

Journal Article
Gao Fan1
TL;DR: In this article, the authors defined the agricultural inferiority as weak productivity compared with other industries as a result of difficulty in the development of labor division in agriculture, and they defined the inferiority is a relative concept, not a basic characteristic of agriculture itself.
Abstract: The author defines the agricultural inferiority as weak productivity compared with other industries as a result of difficulty in the development of labor division in agriculture.According to this definition,the inferiority is a relative concept,not a basic characteristic of agriculture itself.Therefore,we should neither weaken the basic position of agriculture nor take high-price measures to protect agriculture,but focus on the improvement of agricultural labor division and promotion of agricultural productivity to change the agricultural inferiority.

Journal Article
TL;DR: Wang et al. as discussed by the authors put forward that the cave dwelling is not only a unique construction formation,but also the culture formation of gestating the strong folk-custom of loess plateau and incarnating harmonious development of the person-earth;the cave dwelling culture is the important part of the loess culture and person-culture tour resource needed to deeply explored.
Abstract: The paper puts forward that the cave dwelling is not only a unique construction formation,but also the culture formation of gestating the strong folk-custom of loess plateau and incarnating harmonious development of the person-earth;the cave dwelling culture is the important part of the loess culture and person-culture tour resource needed to deeply explored.According to the current situation of the tour developing of Northern Shaanxi,the paper analyzed the opportunities and problems facing tour exploring.At the same time it put forward Shaanxi province that holds a great deal of tour resource snap at opportunity of developing Northern Shaanxi"Red Tour".Making cave dwelling culture tour become the new sparkling spot of the northern of Shaanxi tour by taking serials methods such as depending Yan'an,further developing the cave dwelling culture connotation,finding the junction of the cave dwelling tour and the other tour projection,and so on.

Journal Article
Su Zhen1
TL;DR: In this paper, the authors lead the synergy to the field of knowledge innovation, and analyze the possibility and necessity of the synergistic knowledge innovation through the discussion on the character and the cultural connotation of blog.

Journal Article
TL;DR: In this article, the connotation and conceptual model of trust are systematically analyzed and two essential characteristics of virtual team trust are pointed out, which are "swift trust" and "cognition-based trust".
Abstract: The connotation and conceptual model of trust are systematically analyzed.Virtual team trust formation and construction mechanism are discussed by combining with its essential characteristics and its influencing relationship with communication,collaboration,and team performance.The two essential characteristics of virtual team trust are pointed out,which are "swift trust" and "cognition-based trust".Finally,management principles and specific strategies for trust construction and maintenance in virtual team are presented.

Journal Article
TL;DR: In this article, the authors discuss connotation and key factors of industrial innovation technology capacity, and set up an appraising index system of industrial technology capacity which was used to analyze 29 manufacturing industries.
Abstract: This paper discusses connotation and key factors of industrial innovation technology capacity, and sets up an appraising index system of industrial technology capacity, which is used to analyze 29 manufacturing industries.

Journal Article
TL;DR: Based on the mass customization, the authors analyzes the different logistics service demand before and after the CODP (Customer Order Discoupling Point), introduces the connotation, methods and application of lean and agile logistics service modes and compares the two modes.
Abstract: Based on the mass customization,the paper analyzes the different logistics service demand before and after the CODP(Customer Order Discoupling Point),introduces the connotation,methods and application of lean and agile logistics service modes and compares the two modes.

01 Jan 2006
TL;DR: Wang et al. as mentioned in this paper analyzed the location factors affecting urban cultural industrial park and pointed out the problems that we should take into consideration when selecting a location for constructing an urban cultural industry park.
Abstract: Urban cultural industry originates from western developed countries,it has developed for more than half century,and its proportion in the national economy is becoming larger and larger.Compared to the advanced urban cultural industry in the west,urban cultural industry in China started late.The urban cultural industry didn't develop very fast until the cultural industry was promoted officially in 1992.However,in recent years,cultural industries in some cities began to exert their important role in promoting the cultural status of the city,cultivating a growth point of urban economy,increasing employment rate and improving urban comprehensive competitiveness With the development of Chinese modernization,urbanization problems appearing,to develop urban cultural industry becomes an important policy for improving economic structure in China.The development experience of urban cultural industry in western developed countries demonstrates that an important way to develop urban cultural industry is to set up cultural industrial quarter or district.Some related researches on the cultural industrial district have been made abroad,however,the domestic academic field pays little attention to it,which,to some extent,affects its healthy growth.This paper discusses the developing reason,concept,connotation,types of the cultural industries district and the present situation in China.In this foundation,this paper analyses the location factors affecting urban cultural industrial park.They are ①Cultural resources.It is the first thing to be considered in building a cultural park.It indicates the cultural element and cultural environment of the selected zone.The key point is that whether the local cultural characteristics is well included.②Institutional factor.These factors mostly indicate the relevant policies of the state as well as regional cultural policy,cultural management pattern,and local cultural industrial policies.③Information technology.The future development tendency of urban cultural industry and the network system joining the enterprises in the park relies on the most advanced information technology.④Intelligence resources.The authors finally point out the problems that we should take into consideration when selecting a location for constructing an urban cultural industry park.

Xiaomeng Sun1
01 Jun 2006
TL;DR: The authors conducted a preliminary reading questionnaire of two environmental posters with 30 Kyoto University students and found that all readers were able to recognize the individual object to the degree it was represented by naturalistic technique; however, only those who had background knowledge of the poster's cultural milieu could interpret correctly messages conveyed by presentational and metaphorical expression.
Abstract: This article discusses how images used in environmental posters affect viewers' interpretation. We conducted a preliminary questionnaire that asked students of Kyoto University to interpret two environmental posters. These two environmental posters had been presented on the environmental NGO Website regarding recent global environmental issues. We found that all readers were able to recognize the individual object to the degree it was represented by naturalistic technique; however, only those who had background knowledge of the poster's cultural milieu could interpret correctly messages conveyed by presentational and metaphorical expression. Also, though the original intended message seemed to be lost on the reader who had no generalized background knowledge, metaphorical expression still was effective in calling readers' attention to the poster and arousing the reader's imagination. With the advent of the internet era, environmental Non-Governmental Organizations (NGO) of Germany, Switzerland, and the United States are using websites to provide many kinds of visual images such as artistic paintings, symbolic photographs and artistic posters that display complex global environmental issues and ecological ideas, etc., for the purpose of raising people's environmental consciousness (Sun et al. 2005). These visual images constitute a kind of language of vision, used to communicate effectively to an audience. As Kepes has observed, "The visual language is capable of disseminating knowledge more effectively than almost any other vehicle of communication. Visual language can convey facts and ideas in a wider and deeper range than almost any other means of communication . It can reinforce the static verbal concept with the sensory vitality of dynamic imagery. It can interpret the new understanding of the physical world and social events because dynamic interrelationships and interpenetration, which are significant of every advanced scientific understanding of today, are intrinsic idioms of the contemporary vehicles of visual communication: photography, motion pictures, and television" (Kepes 1964). Visual imagery thus has become a prime tool for educating people about environmental issues. At the same time, visual images are polysemic i.e., they include possibility of multiple potential readings because of their reliance on connotation and metaphor for reinforcing messages. Connotation refers to the meaning associated with a word or image beyond its literal, dictionary definition. For example, the word "rose" carries the denotative meaning of a flower. But depending on the context and culture, a rose also suggests love, passion, perfection, or sexuality. A metaphor thus is an implied analogy that links one object or concept with another and, in the process, invests the first with qualities associated with the second (Silverblatt et al. 1999). So, how do readers of different linguistic areas interpret the visual image expressed by rhetorical techniques? And what issues arise when a reader of different linguistic area encounters these images? There is no previous research focusing on this issue. And yet the internet has made the relationship between visual imagery and environmental education all the more crucial. The objective of this research is to explore the impact of visual image expression on the reader interpretation. In this paper, we conducted a preliminary reading questionnaire of two environmental posters with 30 Kyoto University students. The results of this study demonstrate the varying effectiveness of the posters, and offer suggestions for those who will design support system of understanding polysemic visual image.