Conceptual integration as basis for new meaning formation in perception of advertising texts

Polyfunctional and polycoded character of advertising texts belong to their genre peculiarities. Interaction of verbal and graphic parts in advertising texts results in creating a certain image of a trademark and values, connected with that image, in readers' minds. This contributes to accomplishing of a pragmatic function of advertising texts, which is one of the most important ones. Creation of a certain image implies developing of a new meaning, connected with that image. This process is considered in this article on the basis of conceptual blending theory, investigated by G. Fauconnier and M. Turner.