Investigating intertextuality and interdiscursivity in evaluation: the case of conceptual blending

The present paper investigates the sense making practices of participants in interaction within the context of reception studies of advertising and explores the cognitive nature of intertextuality and interdiscursivity as evidence of conceptual integration. The paper argues that sense making, through its intertextual and interdiscursive nature, is a carrier of attitudinal disposition which is manifested in the lexical selection of evaluative items arising from conceptual integration. The data examined for this study were collected from informants in focus groups when discussing a series of printed adverts that make reference to works of art. The results of the analysis indicate that intertextuality and interdiscursivity can be seen as constituting evidence of the conceptual phenomena of blending theory in sense making from where evaluative disposition emerges. They further suggest that both are processes in the audience's sense making process rather than merely a feature of texts.