Shockvertising: Beyond Blunt Slogans and Drastic Images. A Conceptual Blending Analysis
Journal Title: Lublin Studies in Modern Languages and Literature - Year 2014, Vol 38, Issue 38
Abstract
The present paper discusses the application of Conceptual Blending Theory (henceforth: CBT) as proposed by Fauconnier and Turner (cf. Fauconnier and Turner 1998, 2002) to the analysis of shockvertising that appears in social campaigns. Assuming that the main objective of the so-called shockvertising is to startle the audience and thus draw their attention to the most burning social problems, usually overlooked when presented in the form of typical posters, CBT proves a successful tool in decoding messages comprised in such ads. Of particular importance is a conceptual blend which dynamically emerges as a result of various blending processes activated while decoding both visual and verbal components recalled in shock advertisements.
Authors and Affiliations
Agnieszka Mierzwińska-Hajnos
Keywords
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- EP ID EP166045
- DOI 10.17951/lsmll.2014.38.2.97
- Views 37
- Downloads 0
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