دور المزج التصوري في الاستمالة العاطفية من خلال اللوحات الإعلانية: مقاربة معرفية

Résumé

This article provides an overview of how conceptual blending, as a fundamental cognitive process, contributes to the construction of blending networks. These networks aim to generate innovative meanings evident in advertising posters, amalgamating diverse perceptions and communicative structures to influence the audience, particularly by leveraging the emotional appeal to endorse the message’s content. We hypothesize that conceptual blending plays a salient role in achieving the persuasive intent of advertising creators. To confirm this claim, we rely on the theoretical and practical frameworks proposed by Gilles Fauconnier and Mark Turner. Additionally, we analyse the responses of a selected group of participants to a set of posters presented with a questionnaire distributed on Facebook.