A multimodal cognitive approach to the conceptualization of coffee
Joint Authors
Source
International Journal of Linguistics, Literature and Translation
Issue
Vol. 6, Issue 5 (31 May. 2023), pp.59-71, 13 p.
Publisher
Al-Kindi Center for Research and Development
Publication Date
2023-05-31
Country of Publication
United Kingdom
No. of Pages
13
Main Subjects
Curriculum and Instruction-Measurement and Evaluation
Abstract EN
Metaphor is pervasive in our lives.
In recent years, linguists have been prone to believe that metaphor is not only a figure of speech but also a way of thinking.
It has been studied in a wide range of fields in which advertising is a typical one.
In order to explore the conceptualization of coffee advertisements and Chinese coffee advertisements, the present paper combines multi-modal metaphors and primary metaphors to present the promoting points of Luckin Coffee and Nescafe advertising based on a look at their promotion of coffee’s taste, efficacy, and their cultural beliefs.
The results show that the two companies use the same primary metaphor to highlight the taste of coffee.
Coffee’s refreshing function is highlighted in Nescafe advertising but not in Luckin’s.
In the cultural concept aspect, Nescafe advertisements encourage passion and individualism; while Luckin prefers the peace of the inner heart and the harmony between man and nature, its advertisements also tend to bring consumers aesthetic enjoyment by using wonderful words and images.
American Psychological Association (APA)
Erge, Ade& Guohong, Li. 2023. A multimodal cognitive approach to the conceptualization of coffee. International Journal of Linguistics, Literature and Translation،Vol. 6, no. 5, pp.59-71.
https://search.emarefa.net/detail/BIM-1496850
Modern Language Association (MLA)
Erge, Ade& Guohong, Li. A multimodal cognitive approach to the conceptualization of coffee. International Journal of Linguistics, Literature and Translation Vol. 6, no. 5 (2023), pp.59-71.
https://search.emarefa.net/detail/BIM-1496850
American Medical Association (AMA)
Erge, Ade& Guohong, Li. A multimodal cognitive approach to the conceptualization of coffee. International Journal of Linguistics, Literature and Translation. 2023. Vol. 6, no. 5, pp.59-71.
https://search.emarefa.net/detail/BIM-1496850
Data Type
Journal Articles
Language
English
Notes
Includes bibliographical references : p. 70-71
Record ID
BIM-1496850