Conceptual blending and sign formation

Abstract

In this article I will investigate the process of conceptual blending involved in sign formation. The main objective of this article is to demonstrate that conceptual blending theory is capable of accounting for the creation of both linguistic and non-linguistic signs from pre-existing semiotic inventory. Moreover, like in the case of logos and names of certain products, the conceptual mechanism behind the formation of linguistic and non-linguistic signs is similar not only in general aspects, but also in fine-grained details. This statement is by no means paradoxical. The theory of conceptual blending strives to describe the basic conceptual mechanism responsible for the semiotic capabilities of the human mind and is not intrinsically connected with any specific type of signs; thus, cognitive strategies which prove to be effective for the creation of, for instance, graphic signs may be reused for the creation of linguistic signs.