Multidisciplinary Perspectives on Linguistic Research
Section One Conceptual semantics developments
Cognitive mechanism of compression and objectification of the self in modern advertising messages Magdalena Grabowska (University of Gdask) Key words: advertising; compression; Conceptual Blend Theory; objectification; subjectifi- cation; vital relations Introduction The present paper explores conceptual blend theory in advertising. Its main focus of interest is advertising persuasion resultant of compression of selected projections. Another relevant issue at this point is the distinction between sub- jectification and objectification of meaning in advertising. Langacker, a famous cognitive grammarian, discussing the role of perception in the process of mean- ing emergence, claims that the viewer may become part of the objectified scene of perception. Once the grounding element becomes more prominent as an ob- ject of conceptualization, the asymmetry between the observer and the object is reduced. (Langacker, 2005) Objectified construal resembles a theatrical stage with actors. The observer is a person who is situated outside this space, im- mersed in watching the play. The vantage point of the observer, fully committed to watching the play, is subjectified. The entity onstage is objectified because of the spectator who offers it his/her entire attention. If the grounding element, realized in the language via deictic expressions, conceptually representing the conscious self, becomes part of the objectified stage of perception, the asymmetry between subjectivity and objectivity of con- strual changes. This process manifests itself in advertising in a number of ways. Firstly, in the verbal channel, secondly the visual, thirdly in the combination of these two. The thing that is of paramount importance in the...
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