Linguistic Creativity: Cognitive And Communicative Aspects

Abstract

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Conceptual blending on hotels’ websites advertisement

“…It also involves contextually relating to the social situation, cultural background, and other personal aspects unique to individuals. Advertisements must align with these aspects to be effective, as confirmed by both prior studies and various other research in advertising (Arora & Jain, 2021;Girsang, 2015;Joy et al, 2009;Kshenovskaya, 2017;Perić & Jevtović, 2022;Xu & Liu, 2022). For instance, an advertisement saying "Discover the 1000 temples" could be broken down into a conceptual blending diagram as follows: The themes from the phrase "Discover the 1000 Temples" within a generic space that shares similar elements are "vacation" and "religious belief."…”

“…Additionally, the persuasive effectiveness of an advertisement is significantly impacted by the application of complex interpretations, such as the use of imagery functions for commercialization and a substantial degree of crosscultural understanding to present the product to a broad audience. Kshenovskaya (2017), examined the role of humor in advertisements by employing conceptual blending theory. The study found that humor enhances the advertisement's attractiveness, thereby raising consumer interest in purchasing or subscribing to products.…”