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

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