A Cognitive Linguistics approach to the ‘less is more’ paradox of communication, with specific reference to public relations messages

Abstract

In this article the spotlight falls on the challenge to public relations practitioners toachieve a ‘less is more’ approach – not less communication, but less ambiguity. Thisarticle focuses on the way in which Cognitive Linguistics tools can facilitate clarity inpublic relations messages, as illustrated in the analysis of a slogan.The relationshipbetween assumptions within this framework and issues in public relations is pointed outand illustrated. Within the Cognitive Linguistic analysis presented here, it is argued thatpublic relations messages can be analysed in terms of specific conceptual metaphors,and that ambiguity can be limited by proposed mental mechanisms. The analysis ties inwith the claim that much of our conceptualisation of experience is metaphorical, whichboth motivates and constrains our creativity.The advantages of an analysis within CognitiveGrammar are shown to reside in its potential to interpret linguistic expressionsmetaphorically and to account for stylistic phenomena.