THE MENTAL PROCESSING DIMENSIONS INVOLVED IN ADVERTISING COMMUNICATION

Abstract

The cognitive aspect of advertising discourse focuses on how
mental processes influence the production, interpretation, and effectiveness of
advertisements. This includes how consumers perceive, understand, remember, and
emotionally respond to persuasive messages. Cognitive linguistics and psychology
play a key role in analyzing how metaphors, conceptual frames, schemas, and mental
models shape consumer behavior and decision-making. By examining both verbal and
visual elements, this approach reveals how advertisements activate background
knowledge and cognitive mechanisms to construct meaning and influence attitudes.
Understanding these processes can enhance the design of more effective and targeted
advertising strategies.