@article{ART002498272},
author={Lee Hyunjin},
title={A case study on the conceptual blending theory seen in Chinese brand naming and advertisement},
journal={The Journal of Chinese Cultural Studies },
issn={1598-8503},
year={2019},
number={45},
pages={165-184},
doi={10.18212/cccs.2019..45.008}
TY - JOUR
AU - Lee Hyunjin
TI - A case study on the conceptual blending theory seen in Chinese brand naming and advertisement
JO - The Journal of Chinese Cultural Studies
PY - 2019
VL - null
IS - 45
PB - The Society For Chinese Cultural Studies
SP - 165
EP - 184
SN - 1598-8503
AB - This paper analyzed Biotherm's case on the conceptual blending theory seen in Chinese brand naming and advertisement. Cosmetics brand ‘Biotherm’ is represented by its image as ‘Creation using emerald green hot spring water from Europe’, which cannot be achieved by the individual inputs of two input spaces, and only be obtained by building a blended space. Blended spaces in advertisements were also found to have an emergent structure with online composition, completion and elaboration after two or more mental spaces were activated.
Unlike a static analysis of taxonomy and semantics by morphological characteristics or a conceptual metaphor analysis in which a single source area is projected into a single target area, the conceptual blending analysis explains the dynamic language processing patterns of humans, explains the principles and processes of forming new emergent meanings in addition to the input information, and has broad application of human thinking to various fields such as literature, art, science and mathematics. The consideration of linguistic phenomena through conceptual blending theory is a methodology for understanding the human mind required in the era of the Fourth Industrial Revolution, which explains the hidden behind human creativity and cognitive abilities in an unambiguous way. We look forward to various attempts by linguistics circles in the future.
KW - Conceptual Blending;Cognitive linguistics;Forced Blends;Comestics advertisement;Chinese advertisement
DO - 10.18212/cccs.2019..45.008
ER -
Lee Hyunjin. (2019). A case study on the conceptual blending theory seen in Chinese brand naming and advertisement. The Journal of Chinese Cultural Studies , 45, 165-184.
Lee Hyunjin. 2019, "A case study on the conceptual blending theory seen in Chinese brand naming and advertisement", The Journal of Chinese Cultural Studies , no.45, pp.165-184. Available from: doi:10.18212/cccs.2019..45.008
Lee Hyunjin "A case study on the conceptual blending theory seen in Chinese brand naming and advertisement" The Journal of Chinese Cultural Studies 45 pp.165-184 (2019) : 165.
Lee Hyunjin. A case study on the conceptual blending theory seen in Chinese brand naming and advertisement. 2019; 45 : 165-184. Available from: doi:10.18212/cccs.2019..45.008
Lee Hyunjin. "A case study on the conceptual blending theory seen in Chinese brand naming and advertisement" The Journal of Chinese Cultural Studies no.45(2019) : 165-184.doi: 10.18212/cccs.2019..45.008
Lee Hyunjin. A case study on the conceptual blending theory seen in Chinese brand naming and advertisement. The Journal of Chinese Cultural Studies , 45, 165-184. doi: 10.18212/cccs.2019..45.008
Lee Hyunjin. A case study on the conceptual blending theory seen in Chinese brand naming and advertisement. The Journal of Chinese Cultural Studies . 2019; 45 165-184. doi: 10.18212/cccs.2019..45.008
Lee Hyunjin. A case study on the conceptual blending theory seen in Chinese brand naming and advertisement. 2019; 45 : 165-184. Available from: doi:10.18212/cccs.2019..45.008
Lee Hyunjin. "A case study on the conceptual blending theory seen in Chinese brand naming and advertisement" The Journal of Chinese Cultural Studies no.45(2019) : 165-184.doi: 10.18212/cccs.2019..45.008
