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Conceptual blending in advertising

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Author Info
Joy, Annamma
Sherry Jr., John F.
Deschenes, Jonathan
Abstract

Conceptual blending occurs at the moment of perception and creates new meanings out of existing ways of thinking. Analysis of data collected in phenomenological interviews reveals the blending processes consumers use to "make sense" of advertisements. We recognize subtle similarities and differences between metaphor and blending, and examine their occurrence in three types of blending networks in ads.

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File URL: http://www.sciencedirect.com/science/article/B6V7S-4RTCPRD-1/2/f9ff9e81d6cfadfe6604ba45895ed021
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Publisher Info
Article provided by Elsevier in its journal Journal of Business Research.

Volume (Year): 62 (2009)
Issue (Month): 1 (January)
Pages: 39-49
Download reference. The following formats are available: HTML (with abstract), plain text (with abstract), BibTeX, RIS (EndNote, RefMan, ProCite), ReDIF
Handle: RePEc:eee:jbrese:v:62:y:2009:i:1:p:39-49

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Web page: http://www.elsevier.com/locate/jbusres

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Related research
Keywords: Conceptual blending Conceptual metaphor theory Simplex networks Mirror networks Double scope networks Cognition Visual metaphors Advertising rhetoric;

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This page was last updated on 2009-11-7.

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