Article ID Journal Published Year Pages File Type
1018797 Journal of Business Research 2009 11 Pages PDF
Abstract

Conceptual blending occurs at the moment of perception and creates new meanings out of existing ways of thinking. Analysis of data collected in phenomenological interviews reveals the blending processes consumers use to “make sense” of advertisements. We recognize subtle similarities and differences between metaphor and blending, and examine their occurrence in three types of blending networks in ads.

Related Topics
Social Sciences and Humanities Business, Management and Accounting Business and International Management
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