Metaphors in Advertising Discourse

Luu Trong Tuan


Metaphors are the mappings of the abstract world into the concrete world through human senses or experiences. In Vietnamese advertisements, brands are metaphorized and brand metaphors can be categorized into ontological and structural metaphors. BRAND IS MOTION is a structural metaphor, and BRAND IS A CONTAINER, BRAND IS A VALUABLE RESOURCE, BRAND IS A COMPANION, and BRAND IS A GLADIATOR are instances of ontological metaphors. Keywords: conceptual metaphors; ontological metaphors; structural metaphors; brand; Vietnamese advertisements

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