Metaphors In Advertising

Metaphors in Food Advertising Slogans

Chennan Yu
Kristianstad University College
The School of Teacher
Education/English
English III, Autumn 2009
C-essay in English Linguistics
Tutor: Carita Lundmark

Table of Contents
1. Introduction ……………………………………………………………………………..1
1.1 Aim ………………………………………………………………….…………….….2
1.2 Material …………………………………………………………………….………..2
1.3 Method .................................................................................................................…...2
2. Theoretical background ………………….…………………………………………….3
2.1 Conceptual Metaphor …………………………………………………..………….3
2.2 Structural Metaphors ………………………………………………….………….5
2.3 Ontological Metaphors ……………………………………………………………5
2.4 Personification …………………………………………….……………………….6
2.5 Orientational Metaphors …………………………………………………………7
2.6 Metaphorical entailments ………………………………………………………...7
2.7 Creative and novel metaphors ……………………………………………………8
2.8 Metonymy …………………………………………………………….…………...10
3. Analysis and Discussion ………………………………………………………..………12
3.1 LIFE IS AN ENTITY/SUBSTANCE ………………………………………………….....12
3.1.1 LIFE IS AN ENTITY WITH TWO SIDES …………………………………………………..13
3.1.2 LIFE IS FOOD …………………………………………………………………………..14
3.1.3 DAYS ARE FOOD ………………………………………………………………...……...15

3.2 FEELING/DESIRE IS AN ENTITY/SUBSTANCE ………………………………...………16
3.2.1 FEELING IS AN ENTITY/SUBSTANCE …………………………………………………….17
3.2.2 DESIRE IS AN ENTITY/SUBSTANCE ………... ………………………………………...…18

3.3 STATES/CHARACTERISTICS ARE LOCATIONS ………………...……………………...19
3.4 THE PRODUCT IS AN ENTITY/SUBSTANCE ……………………………………………20
3.4.1 THE PRODUCT IS A CONTAINER …………………………………………………………21
3.4.2 THE PRODUCT IS A PERSON………………………………………………………………21

4. Conclusions ………………………………………………………………………………24
List of References ………………………………………………………………………..25

1. Introduction

Metaphor is used by people to understand an abstract concept by