Cognitiv Analysis of Some Clothing Brands

This paper looks at how meanings are created in advertising using cognitive linguistics theory. The research looks at the Conceptual Metaphor Theory, frame semantics and semantic network analysis and how this can be used to analyze advertising from the campaigns from Zara, Puma and Under Armour who use CLOTHING IS IDENTITY, SUCCESS IS SPEED and WILLPOWER IS FORCE respectively. Research concludes that advertisements use the systematic mapping between an abstract concept and a concrete one in order to simplify and make easily understand such concepts as identity, success and willpower. Using minimalistic design and commonly understood frames, advertising works on restructuring a given semantic network to focus on the given concept of clothing, speed and force. It is argued in this paper that it is not simply how meaning is imparted, it is also how that meaning affects how the individual conceptualises themselves and their world. Advertising is not only a method for conveying meaning but is also a crucial tool in its conceptualization and construction.