Conceptual blending in advertising

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.Conceptual blending Conceptual metaphor theory Simplex networks Mirror networks Double scope networks Cognition Visual metaphors Advertising rhetoric