Persuasion in Public Discourse

I use the Conceptual Blending Theory to discuss the application of familiar music themes in unexpected contexts, where the music assists the image and text in swaying viewers’ opinion. A new interpretation emerges in such examples after two-tier conceptual blending. The musical themes initially integrate with the original (visual) context in listeners’ long-term memory, creating stable blends with predictable connotations. In the changed context, these blends become inputs in a new integration p