A Specific Conceptual Approach to Meaning and Comprehension in Modern Print Advertising
A Specific Conceptual Approach to Meaning and Comprehension in Modern Print Advertising

Summary/Abstract: First of all, we must delimitate the “specific” and “modern” notions we used in the title of our study. “Specific” relates to a space-conceptual model of representation, which we extracted from Mental Spaces Theory (Fauconnier, 1984) and Conceptual Spaces Theory (Gärdenfors, 2000) in order to integrate to Relevance Theory, since we treat meaning comprehension in terms of relevance and optimal relevance. With the “modern” notion we emphasize that we did not strictly mean one period of time, but a specific type of advertising. Within the frame of a brief description of “modern” and “post-modern” types of advertising, we will introduce our hypothesis concerning meaning comprehension, stating that print modern advertising – built upon the space-conceptual model of representation – is competent enough as to address optimal relevance, in national advertising as well as in global advertising.

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