Cognitive Linguistics (26th of May)

What is the main purpose of introducing conceptual blending theory in cognitive linguistics?

To replace the static picture of conceptualization with a more dynamic approach that includes aspects of ongoing language processing

Who originally proposed conceptual blending theory?

Gilles Fauconnier and Mark Turner

What dynamic aspect of language processing does conceptual blending theory address that traditional cognitive linguistics did not?

How mental spaces are constructed and blended during online language processing

What are the three main deficiencies of traditional metaphor and metonymy analysis according to the text?

It doesn't consider specific context, it only offers one-way explanation from source to target, and it suggests metaphorical mapping is fully processed and lexicalized

How does conceptual blending theory address the limitation that traditional analysis doesn't consider specific context?

By using context-dependent mental spaces constructed during online processing

What is a mental space in conceptual blending theory?

Small conceptual packets constructed as we think and talk, for purposes of local understanding and action, operating in working memory but built partly from long-term memory

How do mental spaces differ from cognitive models stored in long-term memory?

Mental spaces are online conceptual representations constructed under the influence of incoming information, while cognitive models are stored structures in long-term memory

What is the relationship between mental spaces and working memory?

Mental spaces operate in working memory

In the "shot in the arm" example, what are the two input spaces?

Hiring space and injection space

What specific information is contained in the hiring space?

Volkswagen has hired a new director (Wolfgang Bernhard), investors celebrated by raising VW's market cap by $1 billion

What specific information is contained in the injection space?

A doctor or nurse administering a syringe containing medicine intravenously in the arm of a patient, with the purpose of improving health

What is a blended space?

A new conceptual space containing information projected from both input spaces, characterized by emergent structure

What is meant by "emergent structure" in a blended space?

A new, unified conceptual structure in the blended space that differs from both input spaces and is less complex than their simple addition

What three cognitive processes are involved in creating a blended space?

Composition, completion, and elaboration

How does the process of completion work in the "shot in the arm" example?

The sentence underspecifies the agent and instrument for the injection, so these indispensable elements from the injection frame are added to the blend

What is compression in conceptual blending?

The process by which conceptual complexity from several sources is reduced considerably, creating a unified and cognitively manageable structure

What is the ultimate goal of compression according to Fauconnier and Turner?

To create a unified conceptual structure with "human scale" that is cognitively manageable

What are vital relations in conceptual blending?

Relations like identity, space, time, cause-effect, and part-whole that underlie cross-mappings between input spaces

Which vital relation is most prominent in metaphor according to the text?

Identity

How does compression create a cognitively manageable structure?

By reducing the conceptual complexity of inputs from several sources to a unified structure that has "human scale"

What is space compression and which example illustrates it?

Compression of spatially distant elements; illustrated by "American-type tornado"

What two input spaces are involved in the "American-type tornado" blend?

Knowledge of tornado effects in the US/Caribbean, and knowledge of typical European thunderstorm effects

What is time compression and which example illustrates it?

Compression of temporally distant elements; illustrated by the regatta blend (1853 Northern Light vs 1993 Great American II)

What two input spaces are involved in the regatta blend?

The 1853 voyage of Northern Light and the 1993 voyage of Great American II

What is cause-effect compression and which example illustrates it?

Compression of a causal chain; illustrated by "John broke the window"

What intermediate stages are compressed in the "John broke the window" blend?

Bending knees, putting out hand, grasping stone, pulling stone towards body, and the actual contact of the stone with the window

What is part-whole compression and which example illustrates it?

Compression of part-whole relations; illustrated by "That's Jane Doe" (face → whole person)

What are the two input spaces in the "That's Jane Doe" blend?

The person's face (or voice) and the person as a whole

What are blended properties in conceptual blending theory?

Properties that result from compression and are attached to concepts in the blended space

What are the five governing principles of conceptual blending mentioned in the text?

Topology principle, principle of promoting vital relations, integration principle, unpacking principle, and relevance principle

Who introduced the notion of frame into linguistics and when?

Charles Fillmore in the middle of the 1970s

What is Fillmore's classic example used to introduce frames?

The commercial event frame, particularly the verb buy

What are the four components of the [BUY] frame?

BUYER, SELLER, GOODS, MONEY

In the sentence "David bought an old shirt from John for ten pounds," how are the frame components represented syntactically?

BUYER (David) as subject, GOODS (an old shirt) as direct object, SELLER (John) as first adverbial, MONEY (ten pounds) as second adverbial

What is meant by "syntactic perspective" in frame theory?

The assignment of syntactic roles to frame components, governed largely by verb choice

How do the verbs buy, sell, charge, and pay relate to the [COMMERCIAL EVENT] frame?

They all describe the same commercial event but from different perspectives

What perspective does the verb buy take in the commercial event frame?

BUYER's perspective, with BUYER and GOODS as subject and object

What perspective does the verb sell take in the commercial event frame?

SELLER's perspective, with SELLER and GOODS as subject and object

How does the frame approach go beyond the figure/ground approach?

It pays more attention to less prominent parts of sentences like adverbials

How did Fillmore's definition of frame evolve from 1975 to 1992?

From "system of linguistic choices associated with scenes" to "cognitive structures whose knowledge is presupposed for the concepts encoded by words"

What did Fillmore mean by "scenes" in his early definition of frames?

Situations, related to the cognitive linguistics notion of 'situation'

How are frames currently defined in cognitive linguistics?

Specific unified frameworks of knowledge or coherent schematizations of experience

What is the relationship between perspective and attention in frame theory?

Perspective depends on what attracts our attention; verbs direct attention to specific frame components

How does the frame approach differ from Langacker's Cognitive Grammar in terms of scope?

Frame approach addresses all sentence elements including indirect objects and adverbials, while Langacker focuses primarily on the two most prominent entities

In which discipline besides linguistics has the frame notion been applied?

Artificial intelligence

Who defined frames as "a data-structure for representing a stereotyped situation"?

Marvin Minsky

What knowledge is activated when the category PLANE is mentioned?

The [FLYING ON A PLANE] frame, including PILOT, FLIGHT ATTENDANT, LIFE VEST, SAFETY BELT, FIRST CLASS, ECONOMY CLASS, etc.

What is a script in the context of cognitive models?

Knowledge structures designed for frequently recurring event sequences

How do scripts differ from frames?

Scripts represent larger sequences of events connected by causal chains, while frames represent knowledge about specific situations

What are the three main stages of the [FLYING ON A PLANE] script?

Pre-flight stage, the flight (with pre-take-off, flight, and post-landing sub-stages), and post-flight stage

What are the four scenes in the [RESTAURANT] script?

Entering, ordering, eating, exiting

What are the entry conditions for the restaurant script?

Customer is hungry and has money

What are the props in the restaurant script?

Tables, menu, food, bill, money

What are the roles in the restaurant script?

Customer, waiter, cook, cashier, owner

Why do the definite articles in "the life vest" and "the flight attendant" sound natural in the plane story?

Because the [FLYING ON A PLANE] frame provides the necessary world knowledge that these items exist on a plane

What allows us to make the right inferences about "the life vest" and "the flight attendant"?

Our world knowledge activated by the [FLYING ON A PLANE] frame

How do frames and scripts help in understanding discourse?

They allow us to unconsciously fill in missing information and make necessary inferences

Why is the first John restaurant story understandable but the second one is not?

The first fits our internalized restaurant script, allowing us to fill in missing stages; the second doesn't correspond to script expectations

What happens when events in a story don't correspond to script expectations?

The events cannot be brought into a meaningful causal chain and the story seems incoherent

How does subchapter 5.2 extend the notion of frames from the previous section?

It extends frames to describe more general situations such as event chains linked by temporal sequences or causation

What is the main limitation of Fillmore's commercial event-frame mentioned in the text?

It is context- and culture-dependent, containing specific information about buying/selling practices that may not apply universally

Who proposed the universalist-cognitive approach to event-frames?

Talmy

What are the six cognitive components of a motion event-frame?

FIGURE, GROUND, PATH, MOTION, MANNER, CAUSE

What is Talmy's definition of an event-frame?

A set of conceptual elements and interrelationships that are evoked together or co-evoke each other

How are FIGURE, GROUND, and PATH illustrated in the balloon example?

Balloon as FIGURE, house as GROUND, the course through space as PATH

What is the relationship between motion and figure according to the text?

Motion can be conceived without a figure, but a figure cannot move without motion; static locative relations are a special case of zero-motion

What special case of motion includes static locative relations?

Zero-motion or locatedness with a zero-path

What does the MANNER component describe in motion events?

The way or manner of movement (e.g., flying vs. running vs. crawling)

What does the CAUSE component refer to in motion events?

The cause that makes the moving object start moving or stay in motion

What is windowing of attention?

The cognitive process of foregrounding certain portions of an event-frame

What is the reverse process of windowing?

Gapping (backgrounding conceptual material that is part of an event-frame)

What are the three positional types of path-windowing?

Initial, medial, and final windowing

How is path-windowing achieved linguistically?

By explicitly using linguistic expressions that refer to certain portions of the PATH

What are the three types of paths in motion events?

Open paths, closed paths, and fictive paths

What defines an open path?

A path whose beginning point and ending point are at different locations in space

What defines a closed path?

A path where the starting and end point coincide at the same location in space (circular)

Why is single initial windowing not possible for closed paths in the "I need the milk" example?

Because the initial portion alone doesn't provide enough information to ensure the whole motion event is realized as a closed path

What is the circular path in the milk example?

The person moves from the table to the refrigerator and back to the table

What are fictive paths?

Imaginary paths used to express static locative relations as involving motion

How does "My bike is across the street from the bakery" involve a fictive path?

The hearer constructs a mental path from the bakery (reference point) across the street to the bike's location

How does the order of linguistic constituents differ between real and fictive paths?

In real paths, the order follows the direction of the path; in fictive paths, the order may not follow the path direction (e.g., final portion first)

When can the main reference point be omitted in fictive path-windowing?

When its identity is generally provided by context or convention

How does Talmy's view of causation differ from traditional approaches?

He argues for a gradient of causativity with different degrees rather than a simple yes/no category

What are the three types of causation according to Talmy?

Event-causation, author-causation, agent-causation

What are the five subevents in "John broke the window with a stone"?

1) Agent intends to act, 2) Agent sets body in motion, 3) Intermediate subevent(s), 4) Penultimate subevent (immediate cause), 5) Final resulting subevent

Which stages are typically windowed in causal-chain event-frames?

The initiating agent (stage 1) and the final result (stage 5)

What is the most significant aspect in a causal-chain event-frame and why?

The penultimate event (stage 4) because it refers to the immediate cause of the final result

Which stage do by-clauses typically refer to in English?

The penultimate subevent (immediate cause)

What does Talmy's approach add to the analysis of frames compared to Fillmore's?

It widens investigation to adverbials and other less prominent parts of clause structure, and accounts for blocked complements, providing a comprehensive cognitive view

What two ways does subchapter 5.3 extend the discussion of event-frames?

It investigates differences in the expression of motion event-frames across languages, and shows that language-specific framing has consequences for narrative style

What are the six components of motion event-frames?

FIGURE, GROUND, MOTION, PATH, MANNER, CAUSE

What English sentence is used to illustrate cross-linguistic differences in motion event framing?

"Blériot flew across the Channel"

How is PATH expressed in English motion event descriptions?

By means of a particle (e.g., "across" in "flew across the Channel")

How is PATH expressed in French motion event descriptions?

Incorporated in the verb meaning (e.g., "traversa" in "Blériot traversa la Manche en avion")

How is MANNER expressed in English and German motion descriptions?

Incorporated in the verb (e.g., "rode" in "The boy rode out of the yard")

How is MANNER expressed in French and Spanish motion descriptions?

Added as a separate adverbial (e.g., "à cheval" in "Le garçon sortit à cheval de la cour")

What is a verb-framed language and which languages are examples?

A language where PATH is expressed in the verb; examples include French, Spanish, all Romance languages, Semitic languages (Arabic, Hebrew), Japanese

What is a satellite-framed language and which languages are examples?

A language where PATH is expressed in a satellite (particle); examples include English, German, all Indo-European languages except Romance, Finno-Ugric languages, Chinese

What is the relationship between PATH and MANNER expression in verb-framed vs satellite-framed languages?

In verb-framed languages, PATH is in the verb and MANNER is in an adverbial; in satellite-framed languages, MANNER is in the verb and PATH is in a satellite

According to Talmy, how can all languages of the world be categorized regarding motion event framing?

All languages can be categorized as either verb-framed or satellite-framed

What is the unified view of PATH and MANNER expression presented in Figure 5.19?

In English (satellite-framed), MANNER is in the verb and PATH is in a satellite; in Spanish (verb-framed), PATH is in the verb and MANNER is in an adverbial

What did Slobin's comparative study of novels examine?

Translations of English-language novels into Spanish and vice versa, focusing on descriptions of motion events

What were Slobin's main findings about MANNER expression in English-to-Spanish translations?

Spanish translators omit manner information about half of the time

What were Slobin's main findings about MANNER expression in Spanish-to-English translations?

English translators actually add manner to the Spanish original in almost a quarter of their translations

What two strategies do Spanish translators use when faced with English manner verbs?

Omission of manner information (leave-out strategy) or adding an adverbial clause

Why do English translators sometimes avoid using Romance cognates of Spanish verbs?

Because English words of Romance origin often have a ring of formality about them

What was the methodology of Slobin's Frog story study?

Elicited stories from Spanish and English speakers using the wordless picture story "Frog, Where Are You?" with 60 stories per language from different age groups

How many verb types did English narrators use in the Frog story compared to Spanish narrators?

English: 47 verb stems (123 with satellites); Spanish: 27 verb types

What is the main difference in PATH description between English and Spanish stories?

English narrators use more varied verbs and satellites for detailed PATH descriptions, while Spanish narrators use fewer verb types

What is an example of path-windowing from the English stories?

"The deer threw the boy over a cliff into a pond" (medial and final window on PATH)

How many examples of combined path-windowing were found in Spanish stories?

Only three examples where either an initial or medial window was combined with a final path window

How do English and Spanish narrators differ in describing the setting of motion events?

English incorporates setting in the motion event through path-windowing, resulting in dynamic description; Spanish describes setting separately in static clauses

What cognitive components are expressed in the sentence "He tips him off over a cliff into the water"?

AGENT, MOTION, FIGURE, PATH (with medial and final windows), CAUSE, MANNER, and setting information

How does the Spanish translation of "I climbed up the path over the cliffs towards the rest of the people" differ from the English original?

The Spanish uses three clauses instead of one, omits the vertical directionality (up) and the medial window (over the cliffs), and isolates setting details in separate relative clauses

What do Spanish translators sometimes omit to maintain a dynamic event description?

Locative detail and path-windowing information

Why are satellite-framed languages like English better suited for descriptions of MANNER and PATH?

Because MANNER is often incorporated in the verb meaning, and PATH/setting can be expressed in the same clause as the motion event by opening attentional windows

What is the typical narrative style difference between English and Spanish based on the studies?

English narratives are more dynamic with detailed MANNER and PATH descriptions; Spanish narratives are more static and step-by-step

What overall conclusion does the subchapter reach about the relationship between language-specific framing and narrative style?

Language-specific framing of motion events has far-reaching consequences for the narrative style typical of different languages

What is the central claim of Construction Grammar regarding frames and syntax?

That frames and possible perspectives are reflected linguistically in the syntax of clauses, or that syntactic patterns may be associated with conceptual frame structure

What are the six components of a motion event-frame?

MOTION, FIGURE, PATH, GROUND, MANNER, CAUSE

What sentence illustrates the caused-motion event-frame?

"The draught blew the pencil off the table"

What is the relationship between frame components and syntactic constituents in the caused-motion construction?

There is a very close correspondence: CAUSE → Subject, MOTION → Verb, FIGURE → Object, PATH/GROUND → Adverbial

What is the main idea behind Construction Grammar's view of syntactic patterns?

Syntactic patterns themselves may have a share in encoding particular types of experience, and constructions are stored in long-term memory with both their form and meaning

What is Goldberg's argument for constructional meaning?

We identify caused-motion meaning not only in sentences with fitting verbal meanings, but also with verbs that don't suggest caused-motion meaning by themselves

What example does Goldberg use to demonstrate that constructional meaning is independent of verb meaning?

"Frank sneezed the tissue off the table" (where "sneeze" is intransitive and doesn't suggest caused-motion)

How is "Frank sneezed the tissue off the table" interpreted despite the verb "sneeze"?

As caused motion: 'Frank sneezed and thus caused the tissue to be swept off the table'

What do examples like "Barnes played him into trouble" show about constructional meaning?

The goal-orientation is derived from the construction as a whole, not from the verb meaning

How do transitive-causative verbs like "sit" and "stand" relate to the caused-motion construction?

Their transitive use can be explained through the caused-motion construction, rather than as a special sense distinct from their intransitive meaning

What are the three key claims about constructions made in the text?

1) Close correspondence between conceptual structures and syntactic structures, 2) Constructions may be stored in long-term memory like frames, 3) Constructions may have meanings independent of lexical items

What does it mean that constructions are pairings of forms and meanings?

Like words, constructions are pairings where the form automatically evokes the meaning and vice versa

What is the significance of constructions being stored in long-term memory like words?

It means we don't generate constructions on the fly but retrieve them as whole units, with their syntactic make-up and associated scene/event knowledge

What are the three major argument-structure constructions discussed?

Caused-motion construction, cause-receive construction (ditransitive), resultative construction (cause-become)

What basic experience and clause structure characterize the caused-motion construction?

Someone causing something else to move; Subject–Verb–Object–Adverbial (SVOA)

What basic experience and clause structure characterize the cause-receive construction?

Someone causing someone else to receive something; Subject–Verb–Objectind–Objectdir (SVOO)

What basic experience and clause structure characterize the resultative construction?

Someone causing something to change state; Subject–Verb–Object–Object complement (SVOCO)

What do the three argument-structure constructions share in common?

They join basic human experiences with basic syntactic clause patterns

Are constructions polysemous according to the text?

Yes, like lexemes, constructions can have a range of related meanings

What are the five semantic variants of the caused-motion construction shown in Figure 5.23?

a) X causes Y to move Z (central sense), b) X causes Y to move Z (motion not strictly entailed), c) X enables Y to move Z, d) X helps Y to move Z, e) X prevents Y from moving from Z

What is the shell-content construction?

A construction combining an abstract noun and dependent clause or infinitive, where the dependent clause is either directly attached or linked by BE

What is the cognitive-pragmatic function of the shell-content construction?

To make a whole proposition available as a noun-like concept (reification) and present it under a certain perspective

What is a shell noun and what does it do?

An abstract noun (fact, aim, chance, problem, etc.) that serves as a container or 'shell' for the information in the dependent clause

What are the two traditional approaches to idioms in linguistics?

Lexicological (multi-word items with non-compositional meaning) and syntactic (structural exceptions not covered by regular syntactic rules)

How do Fillmore, Kay & O'Connor view formal idioms?

As syntactic patterns dedicated to semantic and pragmatic purposes not knowable from their form alone

What are the specific characteristics of the let-alone construction?

Allows fragments, requires juxtaposed elements to represent points on a scale, assumes scales are feasible for evaluation

Why are formal idioms considered productive despite their irregularity?

They serve as syntactic models for new sentences and share specific pragmatic functions

How does viewing constructions as idioms revolutionize our model of syntax?

It means syntax is not just rule-governed but includes stored patterns, and we can do away with traditional syntactic rules

What three types of knowledge do constructions store according to the text?

Conceptual-semantic, syntactic, and pragmatic knowledge

What does Croft's statement "The constructional tail has come to wag the syntactic dog" mean?

Constructions, not traditional syntactic rules, are now seen as the primary generators of sentences

What fields outside linguistics have applied conceptual blending theory?

Cognitive psychology, mathematics, computing, musicology, archaeology

What types of linguistic phenomena does the subchapter apply blending analysis to?

Lexical, grammatical, and pragmatic phenomena

What are examples of morphological blends mentioned in the text?

smog, brunch, motel, infotainment

How does the blending analysis of smog, brunch, and motel differ from infotainment?

For smog, brunch, motel, the blending process is historical and lexicalized; for infotainment, the emergent structure is open-ended and not conclusively definable

Why do blends like swimsation and sportianity fail to become conventionalized?

The cross-space mappings are not vital (not identity, space, time, cause-effect, or part-whole relations), so composition and completion don't apply, and compression doesn't produce a coherent emergent structure

What is the blending analysis of the ad-hoc blend Ballacktisch?

It involves input spaces for Ballack (soccer player, Bayern Munich) and Real (soccer team, Madrid, "galactic/outstanding"), with cross-space mappings of identity and space, compressing to an emergent structure suggesting Ballack is joining Real Madrid

What are the input spaces in the Ballacktisch blend?

Input space 1: Ballack space (Ballack as soccer player, Bayern Munich); Input space 2: Real space (Real as soccer team, Madrid, with blended property 'galactic/outstanding')

What is the blended property in the Ballacktisch example?

'galactic/outstanding'

What vital relations are compressed in the Ballacktisch blend?

Identity (between people and their roles as soccer players) and space (between locations Munich and Madrid)

What is the emergent structure of the Ballacktisch blend?

Ballack can be regarded as galactic/outstanding and thus eligible for Real Madrid

How can compounds be understood as conceptual blends?

They involve input spaces for each constituent, with emergent structure in the blended space that integrates core information from the input spaces

What is the blending analysis of a compositional compound like apple juice?

Input spaces: 'apple space' and 'juice space'; emergent structure integrates core information from apple space into juice space

What extra attributes does the compound wheelchair have beyond its constituents?

Attributes related to hospitals or invalidity, arising from blending with additional input spaces

What are the four possible emergent structures for cherry jeans?

Cherry red jeans (color property), jeans printed with cherry pattern (shape property), jeans soiled by cherry juice stains (cause-effect), jeans worn for cherry picking (cause-effect)

What determines which interpretation of cherry jeans is most likely?

The cross-space mapping of identity between the color property of cherry space and jeans space, projecting both into the blended space

What are prop words in acronym formation?

Existing English words used as phonological models for acronyms pronounced as natural words

How does the acronym CARE demonstrate conceptual blending?

Input spaces: CARE meaning (Cooperative American Relief to Europe) and the word "care"; cross-space mapping: cause-effect relation between caring attitude and execution of intention

What input spaces are involved in the PISA acronym blend?

Input space 1: PISA test space (educational achievement testing); Input space 2: Pisa tower space (leaning tower of Pisa as hallmark of European culture)

What cross-space mapping is assumed in the PISA blend?

Cause-effect relation between educational achievement (cause) and cultural reputation of architectural heritage (effect)

What is the emergent structure of the PISA blend?

Good PISA test results maintain cultural heritage, but education may be off course like the leaning tower

What types of mental spaces are typically involved in word-formation blends?

Most are conceptualized as states or situations, though some involve events with actions and participant roles

What event schemas are in input space 1 of the sneezing blend?

Causing event (Frank sneezed) and effected event (the tissue fell off the table)

What event schema is in input space 2 of the sneezing blend?

Caused-motion event (Frank pushed the tissue off the table)

How do counterfactual sentences relate to conceptual blending?

They involve two different worlds (factual and counterfactual) that can be analyzed as input spaces in a blend

What input spaces are involved in the "If I were you" blend?

Input space 1: speech event space (speaker, hearer, advice); Input space 2: decision-making space (hearer as agent deciding on job application)

What is the effect of the cross-space identity mapping in counterfactuals?

The speaker is mapped onto the hearer slot, so the blend looks at the hearer's dilemma from the speaker's point of view, creating a patronizing tone

What are space builders and what do they do?

Grammatical expressions that either open up a new space or shift focus to an existing space (e.g., once upon a time, in that story, in the movie)

What does the subchapter conclude about the capabilities of blending analysis?

Blending analysis can describe both stock examples of lexicalized word-formations or entrenched constructions and more marginal examples, extending the field of linguistic research

What text types does subchapter 6.3 focus on for conceptual blending analysis?

Advertising texts, riddles, and jokes

Why are advertising texts, riddles, and jokes particularly interesting for conceptual blending analysis?

Because conceptual blending takes on a special form and achieves a special effect in these text types

What basic distinction did Roland Barthes make regarding text/picture relationships in advertising?

Anchorage (text provides disambiguation and deictic support for the picture) vs relay (text and image standing in a complementary relationship)

Which type of text/picture relationship does the subchapter focus on and why?

Relay, because it promises more interesting results

What specific advertisement is analyzed in the text?

Pantene shampoo and conditioner ad from Marie Claire (January 2000)

What are the two input spaces in the Pantene advertisement blend?

Lovers space (picture-based) and Pantene space (based on both pictures and text)

What cross-space identity mappings are used in the Pantene ad?

Identity between the two lovers and the two products, and between their spatial relations (close to each other, facing each other)

What emergent structure is created in the Pantene ad's blended space?

The prototypical interaction of the lovers is projected onto the relationship of the hair-care products, with the products as agents working together

What associations does the SETTING in the lovers space evoke?

Nature, freshness, purity, youth, and memories of a romantic meeting

How is the SETTING of the lovers space related to the PURPOSE of the Pantene space?

Through a forced cross-space mapping (identity or cause-effect) that is forced upon the reader by the ad's design

What headline is used in the Pantene ad and what does it suggest?

"Some things just work better together" - suggests that the shampoo and conditioner work better together, like the lovers

How do advertisers treat the indeterminacy of the emergent structure in ads like Pantene?

They exploit and even force the indeterminacy upon the reader, but hide the indeterminacy rather than lay it open

What riddle do Fauconnier and Turner use as a prime example of conceptual blending?

The Buddhist monk riddle

What is the scenario described in the Buddhist monk riddle?

A Buddhist monk begins at dawn walking up a mountain, reaches the top at sunset, meditates for several days, then walks back down at dawn and reaches the foot at sunset

What is the question asked in the Buddhist monk riddle?

Is there a place on the path that the monk occupies at the same hour of the day on the two separate journeys?

How does the blending approach solve the Buddhist monk riddle?

By imagining the monk walking up and down the mountain on the same day, creating a cross-space identity relation where he 'meets himself'

What cross-space relations are involved in the Buddhist monk blend?

Identity (the monk), place (the path), and time (the hour)

What is compressed in the Buddhist monk blend?

The person of the monk and the path are unified; the days of the two journeys are compressed, but not the hour of the imaginary meeting

What remains vague in the emergent structure of the Buddhist monk blend?

The exact position of the imaginary meeting point

What does the Buddhist monk riddle demonstrate about conceptual blending?

That conceptual blending can be a deliberately chosen problem-solving strategy, not just an unconscious process

What principle from Arthur Koestler's work is relevant for understanding jokes through blending?

The principle that jokes involve perceiving a situation or idea L in two self-consistent but habitually incompatible frames of reference M1 and M2

What child's joke is analyzed in the text?

Mother: "Why were you sent home early, Mary?" Mary: "Well, Mum, the boy next to me was smoking." Mother: "But if he was smoking, why were you sent home?" Mary: "I set him on fire."

What are the two input spaces in the Mary joke blend?

Cigarette-smoking space and setting-on-fire space

What encyclopaedic knowledge is included in input space 1 of the Mary joke?

That smoking is a common violation of school rules

What encyclopaedic knowledge is included in input space 2 of the Mary joke?

That burning objects smoke

What cross-space mappings are established in the Mary joke blend?

Identity (boy as AGENT in space 1 and PATIENT in space 2), cause-effect (setting fire ↔ smoking), and scale of offence

What role changes occur during compression in the Mary joke?

The AGENT role is superseded by the PATIENT role, while the BYSTANDER role is elevated to AGENT

What creates the humorous effect in the Mary joke?

The obvious incompatibility emerging in the structure of the blended space, particularly between the two actions (producing smoke by setting on fire vs smoking cigarettes)

How does the Mary joke comply with the unpacking principle?

It permits the unraveling of the development of the joke and invites the audience to take delight in Mary's verbal skills

What do advertising texts, riddles, and jokes share regarding their use of blending?

They all exploit the online quality of the emergent structure of the blend, though in different ways

What text types does subchapter 6.3 focus on for conceptual blending analysis?

Advertising texts, riddles, and jokes

Why are advertising texts, riddles, and jokes particularly interesting for conceptual blending analysis?

Because conceptual blending takes on a special form and achieves a special effect in these text types

What basic distinction did Roland Barthes make regarding text/picture relationships in advertising?

Anchorage (text provides disambiguation and deictic support for the picture) vs relay (text and image standing in a complementary relationship)

Which type of text/picture relationship does the subchapter focus on and why?

Relay, because it promises more interesting results

What specific advertisement is analyzed in the text?

Pantene shampoo and conditioner ad from Marie Claire (January 2000)

What are the two input spaces in the Pantene advertisement blend?

Lovers space (picture-based) and Pantene space (based on both pictures and text)

What cross-space identity mappings are used in the Pantene ad?

Identity between the two lovers and the two products, and between their spatial relations (close to each other, facing each other)

What emergent structure is created in the Pantene ad's blended space?

The prototypical interaction of the lovers is projected onto the relationship of the hair-care products, with the products as agents working together

What associations does the SETTING in the lovers space evoke?

Nature, freshness, purity, youth, and memories of a romantic meeting

How is the SETTING of the lovers space related to the PURPOSE of the Pantene space?

Through a forced cross-space mapping (identity or cause-effect) that is forced upon the reader by the ad's design

What headline is used in the Pantene ad and what does it suggest?

"Some things just work better together" - suggests that the shampoo and conditioner work better together, like the lovers

How do advertisers treat the indeterminacy of the emergent structure in ads like Pantene?

They exploit and even force the indeterminacy upon the reader, but hide the indeterminacy rather than lay it open

What riddle do Fauconnier and Turner use as a prime example of conceptual blending?

The Buddhist monk riddle

What is the scenario described in the Buddhist monk riddle?

A Buddhist monk begins at dawn walking up a mountain, reaches the top at sunset, meditates for several days, then walks back down at dawn and reaches the foot at sunset

What is the question asked in the Buddhist monk riddle?

Is there a place on the path that the monk occupies at the same hour of the day on the two separate journeys?

How does the blending approach solve the Buddhist monk riddle?

By imagining the monk walking up and down the mountain on the same day, creating a cross-space identity relation where he 'meets himself'

What cross-space relations are involved in the Buddhist monk blend?

Identity (the monk), place (the path), and time (the hour)

What is compressed in the Buddhist monk blend?

The person of the monk and the path are unified; the days of the two journeys are compressed, but not the hour of the imaginary meeting

What remains vague in the emergent structure of the Buddhist monk blend?

The exact position of the imaginary meeting point

What does the Buddhist monk riddle demonstrate about conceptual blending?

That conceptual blending can be a deliberately chosen problem-solving strategy, not just an unconscious process

What principle from Arthur Koestler's work is relevant for understanding jokes through blending?

The principle that jokes involve perceiving a situation or idea L in two self-consistent but habitually incompatible frames of reference M1 and M2

What child's joke is analyzed in the text?

Mother: "Why were you sent home early, Mary?" Mary: "Well, Mum, the boy next to me was smoking." Mother: "But if he was smoking, why were you sent home?" Mary: "I set him on fire."

What are the two input spaces in the Mary joke blend?

Cigarette-smoking space and setting-on-fire space

What encyclopaedic knowledge is included in input space 1 of the Mary joke?

That smoking is a common violation of school rules

What encyclopaedic knowledge is included in input space 2 of the Mary joke?

That burning objects smoke

What cross-space mappings are established in the Mary joke blend?

Identity (boy as AGENT in space 1 and PATIENT in space 2), cause-effect (setting fire ↔ smoking), and scale of offence

What role changes occur during compression in the Mary joke?

The AGENT role is superseded by the PATIENT role, while the BYSTANDER role is elevated to AGENT

What creates the humorous effect in the Mary joke?

The obvious incompatibility emerging in the structure of the blended space, particularly between the two actions (producing smoke by setting on fire vs smoking cigarettes)

How does the Mary joke comply with the unpacking principle?

It permits the unraveling of the development of the joke and invites the audience to take delight in Mary's verbal skills

What do advertising texts, riddles, and jokes share regarding their use of blending?

They all exploit the online quality of the emergent structure of the blend, though in different ways

Where did the notion of relevance as a governing principle of conceptual blending originate?

It was proposed as one of the governing principles of conceptual blending by Fauconnier and Turner

Who gave the pragmatic principle of relevance a cognitive turn?

Sperber and Wilson (1995)

What is the purpose of discussing Relevance Theory in this subchapter?

To select and simplify aspects akin to cognitive-linguistic thinking from which cognitive linguistics might benefit

What controls human understanding of verbal and non-verbal communicative events?

The search for relevance

What dialogue example illustrates the search for relevance?

Peter: "Do you want some coffee?" Mary: "Coffee would keep me awake."

What is a cognitive environment according to Sperber and Wilson?

The set of all assumptions that are manifest to individuals because they can perceive them in their physical environment or infer them using cognitive abilities like memory and reasoning

What three types of assumptions make up a cognitive environment?

Assumptions that are stored in memory, currently perceived, or currently inferred

What is ostensive-inferential behaviour?

What is said together with gestures, facial expression, and other non-verbal cues

How does ostensive-inferential behaviour relate to figure/ground segregation?

The ostensive-inferential stimulus stands out as figure from the conceptual background of all potential assumptions that are not explicitly encoded

What non-linguistic example illustrates ostensive behaviour?

Peter leaning back on a park bench to draw Mary's attention to something

What two intentions are conveyed by ostensive-inferential behaviour?

The informative intention (to inform of something) and the communicative intention (to inform of the informative intention)

What example illustrates the evaluation of cognitive effects and processing effort?

Mary seeing an ice-cream vendor, a stroller, and William approaching on the park bench

What are the two extent conditions of relevance according to Sperber and Wilson?

Condition 1: An assumption is relevant to the extent that positive cognitive effects achieved when optimally processed are large; Condition 2: An assumption is relevant to the extent that the effort required to achieve these effects is small

How is cognitive efficiency defined?

An economic use of processing resources

What is the relationship between cognitive efficiency and cognitive economy?

Sperber and Wilson's cognitive efficiency is more comprehensive than Rosch's cognitive economy, but they share the principle of maximizing information with minimal effort

What cognitive-linguistic concepts could benefit from applying cognitive efficiency?

Gestalt/holistic perception, metonymies, and meaningful syntactic constructions

How do Relevance Theory and Conceptual-Blending Theory both address online cognitive processing?

Relevance Theory addresses it through assumptions sparked by ostensive acts; Conceptual-Blending Theory addresses it through mental input spaces, cognitive models, and vital relations

What utterance example is used to illustrate inferential assumptions?

Mary's utterance "It will get cold"

What are sets {A} and {I} in the "It will get cold" example?

Set {A}: preparative assumptions about Mary's physical presence and utterance; Set {I}: central assumptions about Mary's intentions and the meaning of her utterance

What is the difference between an implicature and an explicature?

Implicatures are inferred meanings that go beyond what is said; explicatures are explicit elaborations of what is said

What are the vital relations in Conceptual-Blending Theory?

Identity, space, time, property, cause-effect, and part-whole

How does Relevance Theory approach cognitive processing compared to Conceptual-Blending Theory?

Relevance Theory uses a systematic and logical approach with assumptions; Conceptual-Blending Theory uses a richer but vaguer approach with mental spaces and vital relations

What is the main difference in how the two theories view the relationship between language and general cognition?

Relevance Theory postulates a separate inferential module loosely related to general cognition; Conceptual-Blending Theory favours a holistic view where language structure and use are intertwined with general cognitive abilities

What is the "anything goes" criticism of Conceptual-Blending Theory?

That vital relations and compression lack a coherent system and hierarchy, leading to the criticism that anything can be blended

What are the governing principles of conceptual blending mentioned?

Relevance, topology, integration, unpacking

What are the potential benefits of cooperation between Relevance Theory and Conceptual-Blending Theory?

Vital relations and compression could benefit from Relevance Theory's systematic organization; Relevance Theory could overcome its disregard of interactional components; Relevance Theory could enrich its explanations with more 'soft' cognition

What three suggestions for developing cognitive linguistics are provided?

Extend idealized cognitive models to individualized cognitive environments; give figure/ground a speaker- and hearer-oriented interpretation; widen use of cognitive economy and efficiency

How should idealized cognitive models be extended according to the text?

To individualized cognitive environments that differ from person to person and situation to situation

What other cognitive-linguistic concepts should incorporate cognitive economy and efficiency?

Gestalt/holistic perception, metonymies, and meaningful syntactic constructions