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.
Table of Contents
Introduction
1. Conceptual Blending
2. Examples
2.1 Starbucks Coffee
2.2 Australia Post
Conclusion
Research Objective and Core Themes
The primary objective of this paper is to explore the application of conceptual blending theory, as developed by Gilles Fauconnier and Mark Turner, within the context of visual advertising, while specifically examining the role and reception of the recipient in decoding these complex messages.
- Theoretical foundations of conceptual blending and mental spaces.
- Analysis of visual metaphors in contemporary advertising (Starbucks and Australia Post).
- Examination of the interplay between language, cognition, and visual imagery.
- Empirical evaluation of audience reception and interpretation through survey data.
- The influence of background knowledge and demographic factors on decoding advertising messages.
Excerpt from the Book
2.1 Starbucks coffee
The dominating part of the advertisement is a huge infusion bag or an IV bag filled with a dark brownish liquid. It is still unused and almost filled to the top. On the upper part of the bag the Starbucks logo can be noticed. Right under it an inscription saying “100% French Roast” is to be seen. Furthermore, there is more information in light print as on the right as on left side of the logo. One can see the “ml” sign and a few numbers. However this writing is hard to decipher and seems to carry no further important information. The background of the advertisement is mainly kept dark. The only visible light-source comes from an artificial light in the back. It evokes a circular light spot and enlightens the bag from behind. As already said a conceptual blend inherits partial structures from input spaces and creates a new meaning. In order to interpret the message one has to know about those input spaces.
The filled, huge bag elicits the idea of the infusion of blood or an intravenous saline solution within a hospital frame. Our common knowledge tells us that an infusion is done by inserting a needle into a patient’s vein and injecting a solution. Furthermore we know that this is usually done when essential body systems are not functioning sufficiently. Due to the fact that the intravenous route is the fastest way to deliver fluids and medications this therapy is therefore a way not only to support or stimulate the bodily functions but even a technique for preserving a patient’s life. While the first input space, the hospital space, deals with medical treatments the second input space refers to drinking coffee and therefore opens up a coffee space.
Summary of Chapters
Introduction: This section provides an overview of cognitive grammar and the theory of conceptual blending, establishing the research goal of analyzing specific advertisements.
1. Conceptual Blending: This chapter defines the theoretical framework, detailing the four mental spaces (generic, two inputs, and blended space) and the process of composition, completion, and elaboration.
2. Examples: This chapter applies the conceptual blending theory to two case studies, Starbucks Coffee and Australia Post, including an analysis of the visual components and recipient feedback.
Conclusion: This final chapter summarizes the importance of recipient background knowledge and the variability of interpretation in successful advertising strategies.
Keywords
Conceptual Blending, Cognitive Grammar, Advertising, Mental Spaces, Visual Communication, Starbucks, Australia Post, Recipient Reception, Cognitive Processes, Metaphor, Integration Network, Consumer Behavior, Decoding, Input Spaces, Communication Technology
Frequently Asked Questions
What is the core subject of this paper?
This paper examines how the theory of conceptual blending, a concept from cognitive linguistics, is utilized in visual advertisements to communicate complex messages.
What are the central thematic fields explored?
The central themes include cognitive linguistics, the relationship between language and cognition, visual metaphor, and the psychological impact of advertising on diverse target groups.
What is the primary research goal?
The goal is to analyze how specific visual advertisements function as "blends" and to evaluate how different recipients decode these messages based on their personal experiences and background knowledge.
Which scientific methodology is applied?
The paper utilizes a qualitative analysis based on the Conceptual Blending (CB) Theory by Gilles Fauconnier and Mark Turner, supported by empirical evidence from a small survey of test persons.
What is covered in the main section of the paper?
The main section covers the theoretical definitions of blending and provides detailed case study analyses of advertisements for Starbucks Coffee and Australia Post, incorporating interpretative feedback from interviewees.
Which keywords best characterize the work?
Key terms include Conceptual Blending, Cognitive Grammar, Mental Spaces, Visual Communication, and Consumer Reception.
How does the Starbucks advertisement use conceptual blending?
It blends a "hospital/medical" input space (infusion bag) with a "coffee" input space to position Starbucks coffee as a life-saving, essential, and revitalizing product.
What distinguishes the Australia Post advertisement in this study?
Unlike the Starbucks example, the Australia Post ad focuses on emotional connection and the intimacy of handwritten letters, utilizing the metaphor of a "physical embrace" to contrast with digital communication.
Why are the survey results important for this research?
The survey results demonstrate that the decoding of visual blends is highly subjective and depends heavily on the recipient's age, personal experiences, and cultural background.
- Quote paper
- Anja Frank (Author), 2008, Blending in advertisements, Munich, GRIN Verlag, https://www.grin.com/document/112751
