Vol. 13 No. 82 (2024)
Articles

Analyzing creative metaphors in advertising: Integrating relevance theory and conceptual blending approaches

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  • Nataliia Kravchenko,
  • Olena Kravets,
  • Yuliya Naumova,
  • Viktoriia Uriadova,
  • Iryna Shepelska
Nataliia Kravchenko
National University of Life and Environmental Sciences of Ukraine.
Author Biography

Dr. habilitatus, Professor, Department of Foreign Languages ​​and Translation, National University of Life and Environmental Sciences of Ukraine.

Olena Kravets
National University of Life and Environmental Sciences of Ukraine.
Author Biography

Dr. habilitatus, Professor, Department of Foreign Languages ​​and Translation, National University of Life and Environmental Sciences of Ukraine.

Yuliya Naumova
Kyiv National Linguistic University, Ukraine.
Author Biography

Ph.D., in Psychology, the Department of Korean and Japanese Philology, Kyiv National Linguistic University, Ukraine.

Viktoriia Uriadova
Kyiv National Linguistic University, Ukraine.
Author Biography

Ph.D., in Philology, the Department of Korean and Japanese Philology, Kyiv National Linguistic University, Ukraine.

Iryna Shepelska
Kyiv National Linguistic University, Ukraine.
Author Biography

Senior Lecturer, the Department of Korean and Japanese Philology, Kyiv National Linguistic University, Ukraine.

DOI: https://doi.org/10.34069/AI/2024.82.10.14

Published 2024-10-30

Keywords

  • metaphor, advertising, hybrid model of analysis, relevance theory, conceptual blending.

How to Cite

Kravchenko, N., Kravets, O., Naumova, Y., Uriadova, V., & Shepelska, I. (2024). Analyzing creative metaphors in advertising: Integrating relevance theory and conceptual blending approaches. Amazonia Investiga, 13(82), 177–185. https://doi.org/10.34069/AI/2024.82.10.14

Copyright (c) 2024 Nataliia Kravchenko, Olena Kravets, Yuliya Naumova, Viktoriia Uriadova, Iryna Shepelska

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

This article introduces a hybrid model for analyzing creative metaphors in commercial advertising by combining Relevance Theory and Conceptual Blending Theory. The model's algorithm for metaphorical mapping considers contextual assumptions and relevance principles to select mental input structures for blending. The initial stage of explicature decoding, following Relevance Theory, identifies input mental spaces through reference assignment and content enrichment. In the Composition stage, an ad hoc source concept is adapted to the target, establishing metaphorical alignments within the blend. The blending's cognitive context involves abstract structures and vital relations in a generic space, rooted in human experience, to facilitate interpretations with minimal cognitive effort. At the Completion stage, contextual assumptions about the brand’s implied meanings generate new structures within the blend. Finally, the Elaboration stage incorporates assumptions about the brand’s messaging, aimed at addressing the audience's motivational needs and encouraging them to fulfill these needs by purchasing the advertised product.

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