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Chapter1.VantageTheory:originandbasictenets
Thecategoryisconceptualizedastwovantages,calleddominantandreces-
sive.Thedominantvantagestartswithabluefocusandthestrongeratention
tosimilarityendowsitwithawiderrange.Atlevel2,Sisfixatedandthenew
mobilecoordinateGn(green)isintroduced.Thisisinturnfixatedatlevel3,
whendiference(D)appearsonstage.Otherwisephrased,asaresultofthe
appearanceofthegreenhueintheconceptualizer’sfieldofatention,therole
ofsimilarityweakenstomakewayfordiference:thevantageisendowedwith
amargin.Therecessivevantagearisesthroughareversalofthecoordinates:
Gnistheprimaryfixedcoordinate,DisemphasizedfirstandmorethanS.As
aresult,themarginofthevantageisestablishedbeforeitsrange:therange
“fillsin”theportionofthecolourspectrumbetweenGnandthemarginthus
instituted.Thebluehueisintroducedlateasweaklysimilartothegreenstart-
ingpoint.TheproceduresarediagrammedinFigure1-4.
Figure1-4.LevelsofconcentrationinthedominantandrecessivevantagesoftheCOOL
category(modifiedFig.14,theWARMcategory,ofMacLaury1999:21;cf.Figs.2and5in
MacLaury2002)
Acategoryasawholeisasumofitsvantages,ormoreprecisely,anassem-
blyofitscoordinatesplustheirarrangement.Forexample,aCOOLcategory
mayconsistoftheblueandgreenfociplusreciprocallybalanceddegreesof
atentiontosimilarityanddiference.Thecoordinates,however,arestructured,