COLLECTIVISM AND INDIVIDUALISM REFLECTED IN SOURCE DOMAIN CHOICES OF AMERICAN AND VIETNAMESE COFFEE COMMERCIALS
Keywords:
source domains, multimodal metaphors, coffee commercials, individualism, collectivismAbstract
This paper discusses the results of analyzing multimodal metaphors in American and Vietnamese coffee commercials through source domain choices. The descriptive, contrastive and comparative methods are employed in order to find out their frequencies of source domains in American and Vietnamese coffee commercials; The results show that there are 2 similarities and 14 differences through themes reflecting collectivism and individualism in American and Vietnamese coffee commercials. Hopefully, the results will be a suggestion for the further researches on the TV commercials based on analyzing multimodal metaphors or critical metaphor analysis, assigning two language users understand the hidden meanings in daily communication, avoiding culture shocks and controversial isues in advertisements in general and those of two countries in particular.
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