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The Bletaphor A study on the correlation between conceptual blending and conceptual metaphors in contemporary advertisements


  • Barbara Eder

Summary, in English

Earlier, linguists have treated conceptual metaphor and conceptual blend as
two separate phenomena. Recent research, however, has brought more and
more attention to similarities between these phenomena. This study intends
to shed more light on such similarities in the underlying creation process and
aims to detect common preconditions. A corpus-driven analysis,
incorporating 50 advertisements representative for creative metaphor and
creative blend, investigates the possibility of a continuum connecting the
phenomena researched. The focus of the study lies in a research of the
balance of the dominance of the concepts interacting. Moreover, significant
factors for the distinction between metaphor and blend are detected.


Publishing year




Document type

Student publication for Bachelor's degree


  • Languages and Literatures


  • Dylan Glynn