Universität Hamburg

Institut für Anglisitk und Amerikanistik

07.521 Cognitive English Grammar

Blending in Advertisements

Name: Anja Frank
Englisch (9)/ Theologie (9) / Erziehungswissenschaften (9)
30. Juni 2008

Contents:

Introduction 1
1. Conceptual Blending 2
2. Examples 3
2.1 Starbucks Coffee 3
2.2 Australia Post 6
Conclusion 10
References 12
Appendix 13

II

Introduction

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.

1

1. Conceptual Blending

The theory of conceptual blending is described as a general and basic cognitive process which operates in a wide variety of conceptual activities. It was originally devised by Gilles Fauconnier and Mark Turner and built on the notion of mental spaces. Typically, there are four mental spaces involved in a blend: a generic space, two inputs and a blended space. (cf. Figure 1)The generic space links two or more input spaces by providing abstract information that is common to both inputs. Then the input spaces give rise to selective projection. In other words, the blended space combines elements from both inputs but projects only the information that is required for purpose of understanding. However, it does not simply mix both inputs; it rather sets up a middle space that contains an additional emergent structure which distinguishes the blend from its inputs. One might say that the blended space is more than just the sum of its parts. (cf. Lundmark: 1-3)

Figure 1. Basic integration network ( Fauconnier and Turner 2002:46)

The process of generating a blend can be summarized according to three general steps: Composition, where elements from both input spaces are combined and new relations are established; Completion, when the generic knowledge is projected into the blend and provides the necessary background frames; and Elaboration, in which the unique structure of the blend is produced. Furthermore, it is interesting to note, that any space in the integration network can undergo modification. In a backward projection the blend alters the input spaces by being projected back into them.

2