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A Cognitive Linguistics approach to the ‘less is more’ paradox of communication, with specific reference to public relations messages

Luna Beard
University of the Free State
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A Cognitive Linguistics approach to the ‘less is more’ paradox of communication, with specific reference to public relations messages. (2022). Communicare: Journal for Communication Studies in Africa, 24(1), 89-111. https://doi.org/10.36615/jcsa.v24i1.1754
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  • Submited: October 19, 2022
  • Published: October 24, 2022

Abstract

In this article the spotlight falls on the challenge to public relations practitioners to
achieve a ‘less is more’ approach – not less communication, but less ambiguity. This
article focuses on the way in which Cognitive Linguistics tools can facilitate clarity in
public relations messages, as illustrated in the analysis of a slogan.The relationship
between assumptions within this framework and issues in public relations is pointed out
and illustrated. Within the Cognitive Linguistic analysis presented here, it is argued that
public relations messages can be analysed in terms of specific conceptual metaphors,
and that ambiguity can be limited by proposed mental mechanisms. The analysis ties in
with the claim that much of our conceptualisation of experience is metaphorical, which
both motivates and constrains our creativity.The advantages of an analysis within Cognitive
Grammar are shown to reside in its potential to interpret linguistic expressions
metaphorically and to account for stylistic phenomena.

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How to Cite
A Cognitive Linguistics approach to the ‘less is more’ paradox of communication, with specific reference to public relations messages. (2022). Communicare: Journal for Communication Studies in Africa, 24(1), 89-111. https://doi.org/10.36615/jcsa.v24i1.1754

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