Blending in advertisements

Hausarbeit (Hauptseminar) , 2008 , 16 Seiten , Note: 1,3

Anglistik - Linguistik

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.

Inhaltsverzeichnis

• Introduction
• 1. Conceptual Blending
• 2. Examples
  • 2.1 Starbucks Coffee
  • 2.2 Australia Post
• Conclusion
• References
• Appendix

Zielsetzung und Themenschwerpunkte

This term paper aims to analyze the concept of conceptual blending in advertisements, focusing on its application in visual and linguistic communication. The paper will explore the theory of conceptual blending, developed by Gilles Fauconnier and Mark Turner, and apply it to two specific advertisements: one for Starbucks coffee and another for Australia Post. The analysis will examine how these advertisements utilize blending to create new meanings and engage the audience.

• Conceptual Blending as a Cognitive Process
• Blending in Visual Advertisements
• Blending in Linguistic Advertisements
• The Role of the Recipient in Understanding Blends
• The Effectiveness of Blending in Advertising

Zusammenfassung der Kapitel

The introduction provides an overview of the concept of conceptual blending and its relevance to the study of cognitive processes. It highlights the importance of blending in understanding how humans interpret and create meaning, particularly in the context of advertising.

Chapter 1 delves into the theory of conceptual blending, outlining its key principles and components. It explains the concept of mental spaces and how they interact to create a blended space, resulting in a new meaning that is more than the sum of its parts. The chapter also discusses the three general steps involved in generating a blend: composition, completion, and elaboration.

Chapter 2 presents two examples of conceptual blending in advertisements: one for Starbucks coffee and another for Australia Post. The analysis focuses on how these advertisements utilize visual and linguistic elements to create blends that engage the audience and convey specific messages. The chapter also explores the role of the recipient in understanding and interpreting these blends.

Schlüsselwörter

The key terms and focus themes of this text include conceptual blending, cognitive grammar, mental spaces, advertising, visual communication, linguistic communication, and audience engagement. The paper explores how conceptual blending operates as a cognitive process and its application in creating effective advertisements. It examines the role of visual and linguistic elements in blending and the importance of understanding the recipient's perspective in interpreting these blends.

• Hochschule: Universität Hamburg (Institut für Anglisitk und Amerikanistik)
• Veranstaltung: Cognitive English Grammar
• Note: 1,3
• Autor: Anja Frank (Autor:in)
• Erscheinungsjahr: 2008
• Seiten: 16
• Katalognummer: V112751
• ISBN (eBook): 9783640122516
• ISBN (Buch): 9783640330911
• Sprache: Englisch
• Schlagworte: Blending, Cognitive, English, Grammar