Abstract
The aim of this paper is to examine the extent to which conceptual integration theory can be applied to the analysis of social issue advertisements. Taking into consideration that we live in a visually-dominated culture, visual resources such as advertisements, cartoons, and memes have been used in crafting short, eye-catching messages, seeking the biggest impact with a limited amount of space and/or time. In recent years, there has been an enormous interest in the way conceptual integration theory can be used in explaining how the mentioned resources are formed, used, and what messages they can convey. Therefore, this paper is an attempt to examine the applicability of the theory in the study of social issue advertisements.
Highlights
The phenomenon of advertising has permeated every aspect of our society, ranging from our homes to our workplaces
This paper presents an analysis of social issue advertisements within the framework of conceptual integration theory
Conceptual integration theory seemed a suitable tool for the analysis of advertisements since it allowed for complex cognitive phenomena to be broken down into a series of smaller events
Summary
The phenomenon of advertising has permeated every aspect of our society, ranging from our homes to our workplaces. A level of artistic creativity within an advertisement depends on the successful combination of primary and secondary substances of language, most notably verbal, auditory, and visual elements (Cook 2001, 27). Even though their conflation often results in an apparent mismatch, an advertiser is careful enough to provide the audience with just enough information to disentangle the composing elements and comprehend the intended message. By applying the framework of conceptual integration theory, this paper aims to explore the interplay of verbal and visual resources in a social issue advertisement. It is hypothesised that the meaning of a social issue advertisement emerges through a set-up of a cognitive network model that generates a blend of elements from distinct inputs
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