The Analysis about Visual Metaphor Representation of Moral Concepts and Its Psychological Mechanism

Vision is the main channel of individuals to perceive the world. There are metaphorical connections between morality and the color of black and white, the brightness and darkness, open eyes and closed eyes. The visual metaphor representation of moral concept impacts people's moral judgments and ethical behaviors. Many psychologists have done a good deal of researches on its psychological mechanism, which focuses mostly on emotion. Recently psychologists propose mental simulation and the need to avoid harm. Future researchers can conduct more empirical researches to study the need to avoid harm as a mediation of moral judgments and behaviors, and expand the study of cultural adaptation.