Conceptual Metaphor Analysis in Advertising Slogans about Coffee Brands

© 2024 by the Authors. Licensee Whioce Publishing, Singapore. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution -Noncommercial 4.0 International License (CC BY-NC 4.0) ( https://creativecommons.org/licenses/by-nc/4.0/ )

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Abstract

This paper delves into the strategic use of conceptual metaphors in advertising slogans for coffee brands, exploring how these linguistic devices influence consumer perception and brand appeal. By employing cognitive linguistic theories, this study categorizes eight global coffee brand slogans into five distinct metaphorical patterns, revealing the underlying conceptual mappings that enhance brand messaging. The analysis underscores the importance of metaphorical language in simplifying complex ideas, evoking emotional responses, and establishing a connection between the product and the consumer’s everyday experiences. This paper concludes that the judicious application of conceptual metaphors in advertising is a powerful tool for creating memorable and impactful slogans that resonate with the target audience.

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