CONCEPTUAL METAPHORS IN VINAMILK COMMERCIALS IN VIETNAM
DOI:
https://doi.org/10.59266/houjs.2024.366Keywords:
conceptual metaphor, Vinamilk, television commercials, advertising discourses, marketing strategiesAbstract
The aim of the study is to discover conceptual metaphors in thirteen Vinamilk television commercials in 2023. The method of identification of metaphor of MIP (2007) is applied to generate potential conceptual metaphors. Two types of target domains relating to the products and target customers are cued while fourteen source domains are interpreted through thirteen tables of mapping of conceptual metaphors in these TV commercials. The generation of these conceptual metaphors reflect the typical features of conceptual metaphors in advertising discourses and four vital marketing strategies and price policy of Vinamilk at present.
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