Conceptual 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 | : Anja Frank |
| Publisher | : GRIN Verlag |
| Total Pages | : 19 |
| Release | : 2008-07-30 |
| Genre | : Literary Collections |
| ISBN | : 3640122518 |
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, 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 | : 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 | : 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 | : Michael Booth |
| Publisher | : Springer |
| Total Pages | : 272 |
| Release | : 2017-11-14 |
| Genre | : Performing Arts |
| ISBN | : 3319621874 |
This book shows how Shakespeare’s excellence as storyteller, wit and poet reflects the creative process of conceptual blending. Cognitive theory provides a wealth of new ideas that illuminate Shakespeare, even as he illuminates them, and the theory of blending, or conceptual integration, strikingly corroborates and amplifies both classic and current insights of literary criticism. This study explores how Shakespeare crafted his plots by fusing diverse story elements and compressing incidents to strengthen dramatic illusion; considers Shakespeare’s wit as involving sudden incongruities and a reckoning among differing points of view; interrogates how blending generates the “strange meaning” that distinguishes poetic expression; and situates the project in relation to other cognitive literary criticism. This book is of particular significance to scholars and students of Shakespeare and cognitive theory, as well as readers curious about how the mind works.
| Author | : Adam Tomasz Warchoł |
| Publisher | : Cambridge Scholars Publishing |
| Total Pages | : 122 |
| Release | : 2018-11-02 |
| Genre | : Psychology |
| ISBN | : 1527520870 |
This book presents an analysis of how the processes described in Conceptual Blending Theory can be applied in practice, on the basis of Michał Batory’s posters designed for artistic events. Therefore, it begins with an introduction of the origins of Conceptual Blending Theory, the very nature and elements of conceptual blending as a linguistic and mental phenomenon. It also provides an overview of the models and types of integration networks, which is followed by an analysis of vital relations that accompany the blending process. Importantly, the principles constraining Conceptual Blending Theory, together with the criticism levelled at Fauconnier and Turner’s approach are put forward. The book then moves on to analyse Michał Batory’s posters in terms of conceptual blending processes. The blended space is meticulously discussed and illustrated to show explicitly how two distinct notions are combined to create a new meaning that is non-computable from the two input spaces. The interaction that occurs between the inscriptions and images is very distinct in every single poster. The analysis highlights how Batory’s artefacts influence people and convey the hidden message, with the use of strong visual and verbal elements that accompany the blending process.
| Author | : Gilles Fauconnier |
| Publisher | : Basic Books |
| Total Pages | : 468 |
| Release | : 2008-08-06 |
| Genre | : Psychology |
| ISBN | : 0786725575 |
In its first two decades, much of cognitive science focused on such mental functions as memory, learning, symbolic thought, and language acquisition -- the functions in which the human mind most closely resembles a computer. But humans are more than computers, and the cutting-edge research in cognitive science is increasingly focused on the more mysterious, creative aspects of the mind. The Way We Think is a landmark synthesis that exemplifies this new direction. The theory of conceptual blending is already widely known in laboratories throughout the world; this book is its definitive statement. Gilles Fauconnier and Mark Turner argue that all learning and all thinking consist of blends of metaphors based on simple bodily experiences. These blends are then themselves blended together into an increasingly rich structure that makes up our mental functioning in modern society. A child's entire development consists of learning and navigating these blends. The Way We Think shows how this blending operates; how it is affected by (and gives rise to) language, identity, and concept of category; and the rules by which we use blends to understand ideas that are new to us. The result is a bold, exciting, and accessible new view of how the mind works.
| Author | : Francisco Câmara Pereira |
| Publisher | : Walter de Gruyter |
| Total Pages | : 265 |
| Release | : 2008-08-27 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 3110198568 |
Creativity and Artificial Intelligence: A Conceptual Blending Approach takes readers into a computationally plausible model of creativity. Inspired by a thorough analysis of work on creativity from the areas of philosophy, psychology, cognitive science, cognitive linguistics and artificial intelligence, the author deals with the various processes, principles and representations that lie underneath the act of creativity. Focusing on Arthur Koestler's Bisociations, which eventually lead to Turner and Fauconnier's conceptual blending framework, the book proposes a theoretical model that considers blends and their emergent structure as a fundamental cognitive mechanism. The author thus discusses the computational implementation of several aspects of conceptual blending theory, namely composition, completion, elaboration, frames and optimality constraints. Informal descriptions and examples are supplied to provide non-computer scientists as well as non-cognitive linguists with clear insights into these ideas. Several experiments are made, and their results are discussed, with particular emphasis on the validation of the creativity and conceptual blending aspects. Written by a researcher with a background in artificial intelligence, the book is the result of several years of exploration and discussion from different theoretical perspectives. As a result, the book echoes some of the criticism made on conceptual blending and creativity in artificial intelligence, and thus proposes improvements in both areas, with the aim of being a constructive contribution to these very intriguing, yet appealing, research orientations.
| Author | : Paula Pérez Sobrino |
| Publisher | : John Benjamins Publishing Company |
| Total Pages | : 242 |
| Release | : 2017-12-15 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 9027264678 |
Metaphor and metonymy appeal to us because they evoke mental images in unique but still recognisable ways. The potential for figurative thought exists in everyone, and it pervades our everyday social interactions. In particular, advertising offers countless opportunities to explore the way in which people think creatively through metaphor and metonymy. The thorough analysis of a corpus of 210 authentic printed advertisements shows the central role of multimodal metaphor, metonymy, and their patterns of interaction, at the heart of advertising campaigns. This book is the first in-depth research monograph to bring together qualitative and quantitative evidence of metaphor-metonymy combinations in real multimodal discourse. It combines detailed case study analyses with corpus-based analysis and psycholinguistic enquiry to provide the reader with a prismatic approach to the topic of figurative language in multimodal advertising. Besides its theoretical contribution to the field of multimodal figurative language, this monograph has a wide number of practical applications due to its focus on advertising and the communicative impact of creative messages on consumers. This book will pave the way for further qualitative and quantitative research on the ways in which figurative language shapes multimodal discourse, and how it relates to our everyday creative thinking.
