🚀 go-pugleaf

                     CROSS-LINGUISTIC ASPECTS OF ICONS

Last week, I was discussing some issues of human computer interface design
with a non-academic, computer-using professional.  I was talking about
icons, and how they might reduce some cross-linguistic technology-transfer
difficulties.  We talked a little about the fact that some hand gestures which
are positive in our Angloamerican culture are obscene in some others.  Then, as
a "good" example of icons, I started to talk about the "thermometer" icons that
appear on 'salsa' jars and other Mexican food packages in US supermarkets.
"Now there's an icon that needs no explanation, a really good one!", I was about
to say, when I realized that it might not "work" at all for a Spanish speaker
with no knowledge of English.  Temperature, the quality that thermometers
measure, is represented by the "caliente-frio" axis in Spanish.  But the
property of the sauce or other product that is being communicated is
described by "picante" in Spanish.  English-speakers probably accept the
thermometer for spiciness without thinking, because we use "hot" to describe
both properties.  Perhaps a Spanish-speaker with no English would not even see 
a connection betweem "picante" and "caliente", and thus the icon would appear
to be a serving temperature recommendation, or make no sense at all.

It seemed like a neat example of cross-linguistic differences having an
influence on non-linguistic, iconic, communication as well.  Reactions?
________________________________________________________________________________

David M. Mark, National Center for Geographic Information and Analysis
               Department of Geography, SUNY at Buffalo
dmark@cs.buffalo.edu