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Seminar paper from the year 2008 in the subject English Language and Literature Studies - Linguistics, grade: 1,3, University of Hamburg (Institut für Anglisitk und Amerikanistik), course: Cognitive English Grammar, 5 entries in the bibliography, language: English, abstract: 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.
Conceptual Blending in Advertisements by Vanessa Nã1⁄4Hnen,Tamara Berlstein Pdf
Seminar paper from the year 2010 in the subject English Language and Literature Studies - Linguistics, grade: 2,3, Justus-Liebig-University Giessen (Anglistik), course: Cognitive Linguistics, language: English, abstract: Everyday and everywhere we are surrounded by advertisement. 90% of it disappears in a blur of pictures and information, but sometimes a billboard or a television spot catches our attention. Due to mature markets many products and services are often exchangeable for the consumer. Advertisers reacted on this development by changing their strategies. Advertisement is not only providing information anymore, it is supposed to evoke emotions. Innovations like the internet have changed the marketing strategies as well. In order to always be more creative, more appealing, and more outstanding than the competition new advertising strategies have emerged. But what makes advertisement creative, interesting, outstanding? Apart from the product itself it is language and the symbols that are used to present the product. This is where the connection from advertisement to linguistics comes from. We know that conceptual blendings are important parts of many jokes, cartoons and of human imagination and thought in general. In order to show the wide range of ways blending can be used in advertisements, I chose examples from four different media: Print media, television, outdoor advertisement and viral advertisement. Since the perception of blends as well as advertisement always depends on the beholder I started a little survey, asking three persons for their reaction on the respective advertisement. In the beginning I am going to introduce and discuss the Conceptual Blending Theory. Then I am going to introduce the relevant advertisement techniques and my corpus. Finally I want to give my conclusion. In the appendix you can find pictures belonging to the respective campaigns.
Native Advertising: Blending in to Stand Out by Mayfair Digital Agency Pdf
"Native Advertising: Blending in to Stand Out" delves into the dynamic world of modern advertising, where seamless integration is the key to capturing audience attention. This insightful book explores how successful brands artfully combine their promotional messages with the surrounding content to engage consumers without disrupting their online experience. It emphasizes the importance of authenticity and relevance in crafting native ads that resonate with target audiences. By analyzing real-world case studies, the book provides practical strategies for marketers to create compelling native campaigns that not only stand out amidst the digital clutter but also build trust and lasting connections with customers. For anyone seeking to master the art of native advertising, this book is an indispensable guide.
Blending and the Study of Narrative by Ralf Schneider,Marcus Hartner Pdf
The theory of Blending, or Conceptual Integration, proposed by Gilles Fauconnier and Marc Turner, is one of most promising cognitive theories of meaning production. It has been successfully applied to the analysis of poetic discourse and micro-textual elements, such as metaphor. Prose narrative has so far received significantly less attention. The present volume aims to remedy this situation. Following an introductory discussion of the connections between narrative and the processes of blending, the contributions demonstrate the range of applications of the theory to the study of narrative. They cover issues such as time and space, literary character and perspective, genre, story levels, and fictional minds; some chapters show how such phenomena as metalepsis, counterfactual narration, intermediality, extended metaphors, and suspense can be fruitfully studied from the vantage point of Conceptual Integration. Working within a theoretical framework situated at the intersection of narratology and the cognitive sciences, the book provides both fresh readings for individual literary and film narratives and new impulses for post-classical narratology.
Blended Learning in Engineering Education by Ataur Rahman,Vojislav Ilic Pdf
Blended Learning combines the conventional face-to-face course delivery with an online component. The synergetic effect of the two modalities has proved to be of superior didactic value to each modality on its own. The highly improved interaction it offers to students, as well as direct accessibility to the lecturer, adds to the hitherto unparalleled learning outcomes. "Blended Learning in Engineering Education: Recent Developments in Curriculum, Assessment and Practice" highlights current trends in Engineering Education involving face-to-face and online curriculum delivery. This book will be especially useful to lecturers and postgraduate/undergraduate students as well as university administrators who would like to not only get an up-to-date overview of contemporary developments in this field, but also help enhance academic performance at all levels.
Social Communication in Advertising by William Leiss,Stephen Kline,Sut Jhally,Jackie Botterill Pdf
Now available in a significantly updated third edition to address new issues such as the Internet and globalization, Social Communication in Advertising remains the most comprehensive historical study of advertising and its function within contemporary society. It traces advertising's influence within three key social domains: the new commodities industry, popular culture, and the mass media that manages the constellation of images that unifies all three. The third edition includes: * discussion of new technologies and issues, from the Internet to globalization * updated and expanded examples and illustrations * revisions throughout to address recent developments in advertising scholarship and the latest trends in advertising practice
Advertising: Methods, Research and Practices by Noprita Herari,Ulani Yunus,Santosh Swarnakar,Dr. Linie Darli,Suchivrat Arya,Aijaz Ahmad Mir,Md. Nuruddin Pier Shihab,Lakshita Pant,Dr. Shrinkhala Upadhyaya,Dr. Mona Gupta,Dr. Chetna Bhatia,Dr. Anjali Gupta,Manna Dey,Dr. Abhilasha R,Gadamsetty Surya,Manisha Khanal,Akshoy Kumar Das Chakravorty,Dr. Seema Shukla,Ms. Ashiqha Sultana,Dr. Jisha K,Saranya P S,Dr. Kongkona Dutta,Dr. Shafia Jan,Mohammad Azhar Ishaq,Ritika Sanwal,Vani Harpanahalli,Nagunuri. Srinivas,P. Ganesh Anand,Dr. Ravi Kant Vajpai,Dr. Alka Sanyal,Mr. Adarsh Kumar,Dr. Rachna Patel,Dr. Samuel Okechukwu Omeje,Buike Oparaugo,Dr. Obiora C. Igwebuike,Jyoti Dutta,Dr. Kuldeep Siwach,Alex Arghya Adhikari,Devaki V,Dr. Archana Sharma,Arpan Paul,Vimal Kr. Singh,Tran Minh Tung,Sanchita Chatterjee,Dr. Rohit Ganguly,Dr. Manpreet Kaur,Vaishali Sinha,Shailja Singh,Manishi Shriwas,Dr. C. M. Vinaya Kumar,Dr. Shruti Mehrotra,Dr. Reshmi Naskar,Sumedha Halder Pdf
Millions of people are exposed to thousands of brands daily through different means, and we may categorise some as advertisements. William M. O’Barr calls it “conditioning of the consumers.” Advertisements can be analysed from different perspectives. For instance, Philip Nelson, in his study “Advertising as Information,” analyses advertisements based on the capacity of advertisements to direct the information toward the consumers, helping them separate one brand from another. Demetrios Vakratsas and Tim Ambler, in their study “How Advertising Works: What Do We Really Know?” discussed factors like “consumer’s belief and attitudes” and “behavioral effects” leading to purchasing behavior and brand choice. Research and advertising are intertwined, and it helps to explore the horizon of advertising that helps to improve the advertising industry. The book “Advertising: Methods, Research and Practices” offers a collection of concepts and perspectives like brand identity, buying habits, online advertising, digital gaming, political advertising, contemporary Indian advertising, new age advertising, the impact of advertising on food habits and consumption preferences, AI intervention in advertising, unethical advertising practices, chocolate advertising, marketing of toys, Digital marketing and advertising. The chapters also include metaphorical language in advertising, advertising appeals, e-sport marketing, sustainable advertising, celebrity and advertising, subliminal advertising, MSME and advertising, women in advertising, public service advertising, advertisement for positive behavior change, advertisements on menstrual health and hygiene and many more. Collectively, the chapters would help in understanding the different perspectives of advertising as practice as well as the dimensions of research requirements.
Sophistry and Twentieth-Century Art by Haim Gordon,Rivca Gordon Pdf
This book deals with a rejection of the widespread fakeries that have emerged in twentieth-century art, which we call by their Platonic name, sophistry. The book also presents brief descriptions of some of the ideas of Martin Heidegger and Nicolas Berdyaev as to what constitutes a beautiful work of art, and how an authentic relation to the beauty in a work of art enhances human existence.
The Cambridge Handbook of Cognitive Linguistics by Barbara Dancygier Pdf
The best survey of cognitive linguistics available, this Handbook provides a thorough explanation of its rich methodology, key results, and interdisciplinary context. With in-depth coverage of the research questions, basic concepts, and various theoretical approaches, the Handbook addresses newly emerging subfields and shows their contribution to the discipline. The Handbook introduces fields of study that have become central to cognitive linguistics, such as conceptual mappings and construction grammar. It explains all the main areas of linguistic analysis traditionally expected in a full linguistics framework, and includes fields of study such as language acquisition, sociolinguistics, diachronic studies, and corpus linguistics. Setting linguistic facts within the context of many other disciplines, the Handbook will be welcomed by researchers and students in a broad range of disciplines, including linguistics, cognitive science, neuroscience, gesture studies, computational linguistics, and multimodal studies.
Advertising and Chinese Society by Hong Cheng,Kara K. W. Chan Pdf
This book examines the social, psychological, legal, and ethical impact - perceived or proven - that may result from advertising in the booming Chinese market. The book provides readers with an understanding of the two-way relationship between advertising and Chinese society. Major issues addressed include rising consumerism, consumers' attitudes towards advertising and reactions to advertising appeals, cultural messages conveyed in advertisements, gender representations, sex appeal, offensive advertising, advertising law and regulation, advertising to children and adolescents, symbolic meanings of advertisements, public service advertising, and new media advertising and its social impact. Advertising and Chinese Society resorts to a variety of research techniques including content analysis, survey, experiment, semiotic analysis, and secondary data analysis. The book will enhance the sensitivity of scholars and practitioners interested in Chinese advertising and its social ramifications.
'Visual Consumption' draws from art history, photography and visual studies to develop an interdisciplinary, image-based approach to understanding consumer behaviour.
Tea Blending as a Fine Art is a work by Joseph M. Walsh. It provides insight into the tea business, such as the art of advertising tea, checking for contamination in product and the storage of tea.
