BLENDING AS MEANS OF MANIPULATION IN AVDERTIZING

BLENDING AS MEANS OF MANIPULATION IN AVDERTIZING

Author:  Kovalchuk L.P.

Affiliation:  Chelyabinsk State University

Abstract:  In the modern world advertising discourse is a means of psychological manipulation of human’s mind. To create a positive image of the promoted product, advertisers apply well-known information to the information about the product. In cognitive linguistics this process is called blending. The blending of colours, visual and audio symbols, as well as texts provides an integrated impact on the customer.

Keywords:  blend, conceptual integration, mental spaces, advertising discourse

References: 

Бове К., Арене У. Современная реклама. – Тольятти: Издательский Дом Довгань, 1995.
Turner M. The Origin of Ideas. – New York : Oxford University Press, 2014.

Pages:  798-800