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1、Availableonlineatwww.sciencedirect.comJournalofBusinessResearch62(2009)39–49☆Conceptualblendinginadvertisingab,⁎a,cAnnammaJoy,JohnF.SherryJr.,JonathanDeschenesaJohnMolsonSchoolofBusiness,ConcordiaUniversity,Montreal,Quebec,CanadaH3G1M8bMendozaCollegeofBusine
2、ss,UniversityofNotreDame,NotreDame,IN46556,USAcHEC,Montreal,CanadaReceived22August2005;accepted27November2007AbstractConceptualblendingoccursatthemomentofperceptionandcreatesnewmeaningsoutofexistingwaysofthinking.Analysisofdatacollectedinphenomenologicalinte
3、rviewsrevealstheblendingprocessesconsumersuseto“makesense”ofadvertisements.Werecognizesubtlesimilaritiesanddifferencesbetweenmetaphorandblending,andexaminetheiroccurrenceinthreetypesofblendingnetworksinads.©2008ElsevierInc.Allrightsreserved.Keywords:Conceptu
4、alblending;Conceptualmetaphortheory;Simplexnetworks;Mirrornetworks;Doublescopenetworks;Cognition;Visualmetaphors;AdvertisingrhetoricFauconnierandTurner(2002)describeconceptualblendingsumerstoconnecttoavastarrayofdifferentexperiencesthatasadynamicprocessthato
5、ccursatthemomentofperceptiontohavearecurringstructureandtoemphasizethefluidwaysincreatenewmeaningsfromexistingwaysofthinking.Blendingwhichtheyconnectdifferentsemanticconceptsthroughtheuseisacommoncognitiveactivity,closelyrelatedtoanalogyandofmetaphor(Corneli
6、ssen,2006).metaphor(Fauconnier,2001);itoccursinverbalandvisualInthispaper,weexplorehowconsumersharnessconceptualdomainssuchasadvertising,aswellasinmetaphoricandnon-blendingtoconstructmeanings.Althoughconceptualmetaphormetaphoriccontextssuchaseverydaylanguage
7、.Inthispapertheory(MT)providesawealthofinformationaboutthewayweusethetheoryofconceptualblendingtoillustratehowcon-peoplethink,blendingtheory(BT)goesfurtheraccountingsumersconstructmeaningsfromthreeadsthatrepresentthreefortheprocessesbywhichconsumerscreatetem
8、poraryandtypesofblendingnetworks.dynamicmentalspacesandconstructmeaningswithinthem.BTConsumerresearchershavepaidscantattentiontoblendinghelpsidentifythoseimagesandwordsthathaveanimmediatetheory(
