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The role of emergent structure in Conceptual Blending Theory – case studies of children in advertisements

100%
Polak J.
Crossroads. A Journal of English Studies
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2017
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vol. 17
EN
The aim of this article is to consider the role of emergent structure in conceptual integration networks and the impact it has on the process of meaning construction. What is under analysis is the way in which a well-established emergent structure helps the blend to achieve its goals of providing human scale and achieving its persuasive effects. The analysis is a case study of four advertising campaigns which use conceptual blending to advertise their products via manipulating an image of a child into their advertising posters.
2
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Gra znakami i znaczeniami w polskim artystycznym plakacie teatralnym

100%
Bolek E.
LingVaria : Półrocznik Wydziału Polonistyki UJ poświęcony zagadnieniom języka i językoznawstwa
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2018
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issue 25
245-253
EN
The paper begins with the assumption that an artistic theatre poster is composed of two interacting semiotic systems: the language (the title of the play, the name of the author, the place of stage production, the name or signature of the author of the poster, the year of its creation), and the image (graphic signs, meaningful typography, graphical arrangement, colour scheme). These two codes are interwoven; linguistic signs often fulfill the function of the image in multimodal messages, and vice versa. The application of the category of multimodality allows us to superimpose the meanings of iconic images, mental images, and images hidden behind words, when reading the content of a poster. In artistic theatre posters, verbal and visual signs play with senses and allow the reader to activate different contexts, which leads to a multitude of interpretations. Recipients are not obliged to read the creative, multimodal message in a single, prescribed way. They are free to follow various parallel interpretative routes. Signs of the poster play with each other and with the reader, and the entire meaning of the multimodal message can change as one of the multiple senses of a word, an image, or a colour is singled out.c
3
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Obraz Melancholia Jacka Malczewskiego w kontekście teorii lingwistyki kognitywnej

58%
Łata M.
Filozofia i nauka. Studia filozoficzne i interdyscyplinarne
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2017
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vol. 5
323-339
PL
W artykule analizuję obraz Jacka Malczewskiego Melancholia w kontekście teorii lingwistyki kognitywnej, przenosząc zasady analizy paradygmatów językowych, badanych intensywnie od lat osiemdziesiątych XX wieku, w obszar sztuk wizualnych. W pracy odniosłam się do kilku głównych aspektów tych badań, wybierając takie ich zestawienia, które tworzą dopełniające i wzbogacające się nawzajem treści, przydatne dla wyznaczonego zadania. Analizę obrazu poprzedza zarys teorii metonimii, metafory i amalgamatów pojęciowych.
EN
In the article I analyse the painting Melancholy by Jacek Malczewski in the context of the theory of cognitive linguistics. I transfer the principles of the analysis paradigms of language – which have been studied intensively since the eighties of the twentieth century – to the field of visual art. I refer to a few key aspects of these studies, by choosing the sets which create complementary and mutually enriching content useful for the intended task. The analysis of painting is preceded by the outline of the theory of metonymy, metaphor and conceptual blends.
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