This is a very condensed capsule of the original hypothesis for my study of more than fifty years ago – as I remember it. It was to begin the research for understanding the unique phenomenon which emerged, in which cultures with greater congruous language application, rejected conceptual metaphors in product communication, depending on super realistic visual images, while the US, the haven of the largest assortment of languages, and directly implied variety of value systems, and educational barriers for the consistent use of the English language, embraces heavily concept and language-based metaphors.
The ramifications of this study would directly challenge all proponents of international style visual communication – like MIT’s Kepes, who believed that the image will always be more powerful and efficient than the word.
The European posters have not been altered. The Achromycin image is reconstructed from memory.