VietTESOL International Convention, VietTESOL International Convention 2018

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A Study on Multimodal Metaphor in Coca- Cola and Pepsi’ Television Commercials: A Marketing Story.
Hien Thi Thu Pham

Building: A11
Room: 2nd floor Reading Room-A11 Building
Date: 2018-10-12 02:00 PM – 02:45 PM
Last modified: 2018-09-16


human beings have been employing metaphor in almost all aspects of life though they are sometimes unaware of the fact. The professional world of scholars has already taken the notion of metaphor into account. Especially after the publication of the work named Metaphors We Live By in 1980 by Lakoff and Johnson, the notion of metaphor was exploited conceptually and seemed to have more practical applications. Yet, Forceville (2008) also points out that it is vital for conceptual metaphor theory to study nonverbal and multimodal metaphors systematically to test claims made about conceptual metaphors. multimodal metaphors are defined as those metaphors whose target and source are rendered exclusively or predominantly in two or more modes and the verbal is in many cases just one of them (Forceville 2006; see also Forceville 2008; Forceville and UriosAparisi 2009a).  producers  increasingly take the advantage of multimodal metaphor to serve their marketing schemes which is clearly found in advertising videos or television commercials. In this paper, the researcher is going to analyze television commercials from the two well –known soft drinks: Coca – Cola and Pepsi to see whether it matches with the producers’ intended messages and how it works in grabbing the audience’s attention of purchasing goods.



Conceptual metaphor, advertising, TV commercials, Coca- Cola, Pepsi