Blending In Advertisements
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| Author | : Anja Frank |
| Publisher | : GRIN Verlag |
| Total Pages | : 41 |
| Release | : 2009-05 |
| Genre | : Biography & Autobiography |
| ISBN | : 3640330919 |
Seminar paper from the year 2008 in the subject English Language and Literature Studies - Linguistics, grade: 1,3, University of Hamburg (Institut für Anglisitk und Amerikanistik), course: Cognitive English Grammar, 5 entries in the bibliography, language: English, abstract: That humans try to understand their environment by studying the available information is common knowledge, but how these processes of analyzing and understanding function within our brain is still a field that has not been entirely investigated, yet. Within the last years the interest of cognitive processes has grown enormously and has led to a whole new field of research. Inside this research field of cognitive grammar the theory of conceptual blending is the most interesting one for me. In my opinion, blending is an elegant way for creative processes. It illustrates the strong relationship between language and cognition. Furthermore, blends are an effective way to spread a message and to attract attention and curiosity towards an idea or a product. Examples of blends can be found in many sorts of situations, for instance, in cartoons, jokes, poetry or advertisements and there are many more situations which demonstrate the ubiquity of conceptual blending. Within this term paper, however, I want to concentrate on the field of advertisements. I will shortly present important information on conceptual blending and analyze two different ads according to the CB Theory developed by Gilles Fauconnier and Mark Turner. While studying and reading books about the topic I realized the crucial role of the recipients. Therefore, I started a survey with four test persons, wondering if all were able to decode the messages. I was also interested in their reaction towards the advertisements. I believe that this information is important when considering the effectiveness of the advertisements. That is why I have included their views and opinions below each analysis.
| Author | : Vanessa Nã1⁄4Hnen |
| Publisher | : Grin Publishing |
| Total Pages | : 56 |
| Release | : 2010-06 |
| Genre | : |
| ISBN | : 9783640647064 |
Seminar paper from the year 2010 in the subject English Language and Literature Studies - Linguistics, grade: 2,3, Justus-Liebig-University Giessen (Anglistik), course: Cognitive Linguistics, language: English, abstract: Everyday and everywhere we are surrounded by advertisement. 90% of it disappears in a blur of pictures and information, but sometimes a billboard or a television spot catches our attention. Due to mature markets many products and services are often exchangeable for the consumer. Advertisers reacted on this development by changing their strategies. Advertisement is not only providing information anymore, it is supposed to evoke emotions. Innovations like the internet have changed the marketing strategies as well. In order to always be more creative, more appealing, and more outstanding than the competition new advertising strategies have emerged. But what makes advertisement creative, interesting, outstanding? Apart from the product itself it is language and the symbols that are used to present the product. This is where the connection from advertisement to linguistics comes from. We know that conceptual blendings are important parts of many jokes, cartoons and of human imagination and thought in general. In order to show the wide range of ways blending can be used in advertisements, I chose examples from four different media: Print media, television, outdoor advertisement and viral advertisement. Since the perception of blends as well as advertisement always depends on the beholder I started a little survey, asking three persons for their reaction on the respective advertisement. In the beginning I am going to introduce and discuss the Conceptual Blending Theory. Then I am going to introduce the relevant advertisement techniques and my corpus. Finally I want to give my conclusion. In the appendix you can find pictures belonging to the respective campaigns.
| Author | : |
| Publisher | : |
| Total Pages | : |
| Release | : 2014 |
| Genre | : |
| ISBN | : |
| Author | : Mayfair Digital Agency |
| Publisher | : Mayfair Digital Agency |
| Total Pages | : 10 |
| Release | : 2023-07-15 |
| Genre | : Business & Economics |
| ISBN | : |
"Native Advertising: Blending in to Stand Out" delves into the dynamic world of modern advertising, where seamless integration is the key to capturing audience attention. This insightful book explores how successful brands artfully combine their promotional messages with the surrounding content to engage consumers without disrupting their online experience. It emphasizes the importance of authenticity and relevance in crafting native ads that resonate with target audiences. By analyzing real-world case studies, the book provides practical strategies for marketers to create compelling native campaigns that not only stand out amidst the digital clutter but also build trust and lasting connections with customers. For anyone seeking to master the art of native advertising, this book is an indispensable guide.
| Author | : Ralf Schneider |
| Publisher | : Walter de Gruyter |
| Total Pages | : 376 |
| Release | : 2012-10-30 |
| Genre | : Literary Criticism |
| ISBN | : 3110291231 |
The theory of Blending, or Conceptual Integration, proposed by Gilles Fauconnier and Marc Turner, is one of most promising cognitive theories of meaning production. It has been successfully applied to the analysis of poetic discourse and micro-textual elements, such as metaphor. Prose narrative has so far received significantly less attention. The present volume aims to remedy this situation. Following an introductory discussion of the connections between narrative and the processes of blending, the contributions demonstrate the range of applications of the theory to the study of narrative. They cover issues such as time and space, literary character and perspective, genre, story levels, and fictional minds; some chapters show how such phenomena as metalepsis, counterfactual narration, intermediality, extended metaphors, and suspense can be fruitfully studied from the vantage point of Conceptual Integration. Working within a theoretical framework situated at the intersection of narratology and the cognitive sciences, the book provides both fresh readings for individual literary and film narratives and new impulses for post-classical narratology.
| Author | : |
| Publisher | : |
| Total Pages | : 766 |
| Release | : 1905 |
| Genre | : Advertising |
| ISBN | : |
| Author | : Barbara Dancygier |
| Publisher | : Cambridge University Press |
| Total Pages | : 1427 |
| Release | : 2017-06-01 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 1108146139 |
The best survey of cognitive linguistics available, this Handbook provides a thorough explanation of its rich methodology, key results, and interdisciplinary context. With in-depth coverage of the research questions, basic concepts, and various theoretical approaches, the Handbook addresses newly emerging subfields and shows their contribution to the discipline. The Handbook introduces fields of study that have become central to cognitive linguistics, such as conceptual mappings and construction grammar. It explains all the main areas of linguistic analysis traditionally expected in a full linguistics framework, and includes fields of study such as language acquisition, sociolinguistics, diachronic studies, and corpus linguistics. Setting linguistic facts within the context of many other disciplines, the Handbook will be welcomed by researchers and students in a broad range of disciplines, including linguistics, cognitive science, neuroscience, gesture studies, computational linguistics, and multimodal studies.
| Author | : Herbert William Hess |
| Publisher | : |
| Total Pages | : 402 |
| Release | : 1915 |
| Genre | : Advertising |
| ISBN | : |
| Author | : Jonathan E. Schroeder |
| Publisher | : Psychology Press |
| Total Pages | : 212 |
| Release | : 2005 |
| Genre | : Advertising |
| ISBN | : 9780415366250 |
'Visual Consumption' draws from art history, photography and visual studies to develop an interdisciplinary, image-based approach to understanding consumer behaviour.
| Author | : John O'Shaughnessy |
| Publisher | : Psychology Press |
| Total Pages | : 246 |
| Release | : 2004 |
| Genre | : Business & Economics |
| ISBN | : 9780415322232 |
Effective advertising is, almost always, persuasive advertising, and while not all advertising seeks to persuade, in a competitive situation those who best persuade are those most likely to win. This exciting new book seeks to explain the precise ways in which advertising successfully persuades consumers, setting out the strategies for advertisers to adopt and illustrating the theories at work. Offering not only a conceptual and theoretical grounding in persuasive techniques, this book also provides concrete empirical research that is uniquely incorporated into a marketing textbook format. The authors cover topics including: difficulties of persuasion, rationality and emotion in persuasion, positive reinforcement techniques and cognitive approaches to persuasion. To illuminate these theories, the authors include original case-studies on campaigns as diverse as Death Cigarettes, Mecca Cola, The Oxo Family and Renault Clio, as well as recent advertisements from BMW, McDonalds, Omega and Silk Cut. A genuinely fresh text on the art of persuasion in advertising, this book is essential reading for all marketing students and academics.
