VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST–GRADUATE STUDIES - - LÊ THỊ KIM NHUNG METAPHORS USED IN FOOD AND DRINK ADVERTISING SLOGANS IN ENGLISH (WITH REFERENCE TO VIETNAMESE): A STUDY FROM COGNITIVE PERSPECTIVE ẨN DỤ ĐƯỢC SỬ DỤNG TRONG CÁC KHẨU HIỆU QUẢNG CÁO ĐỒ ĂN VÀ ĐỒ UỐNG BẰNG TIẾNG ANH (CÓ QUY CHIẾU VỚI TIẾNG VIỆT): NGHIÊN CỨU THEO GÓC ĐỘ TRI NHẬN M.A MINOR PROGRAMME THESIS Field: English Linguistics Code: 60220201 HANOI – 2017 VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST–GRADUATE STUDIES - - LÊ THỊ KIM NHUNG METAPHORS USED IN FOOD AND DRINK ADVERTISING SLOGANS IN ENGLISH (WITH REFERENCE TO VIETNAMESE): A STUDY FROM COGNITIVE PERSPECTIVE ẨN DỤ ĐƯỢC SỬ DỤNG TRONG CÁC KHẨU HIỆU QUẢNG CÁO ĐỒ ĂN VÀ ĐỒ UỐNG BẰNG TIẾNG ANH (CÓ QUY CHIẾU VỚI TIẾNG VIỆT): NGHIÊN CỨU THEO GÓC ĐỘ TRI NHẬN M.A MINOR PROGRAMME THESIS Field: English Linguistics Code: 60220201 Supervisor: Trần Thị Thu Hiền, Ph.D HANOI – 2017 DECLARATION I hereby certify my authority of the Minor Programme Thesis submitted entitled “Metaphors used in food and drink advertising slogans in English (with reference to Vietnamese): A study from cognitive perspective” in partial fulfillment of the requirements for the degree of Master of Arts and this thesis has not been submitted for any degree at any other university or institution Hanoi, 2017 Signature Lê Thị Kim Nhung i ACKNOWLEDGEMENTS This thesis would have been far from accomplishment without my supervisor, my lecturers, my family, and friends Therefore, it is time for me to send my sincerity to them all First of all, I would like to express the deepest gratitude to my supervisor, Tran Thi Thu Hien, Ph.D., for her invaluable guide and advice on my thesis since the day I revealed my ideas I absolutely appreciate the support and knowledge that she has invested in my work My sincere thanks also go to the lecturers at the Faculty of Post-Graduate Studies for their deep explanations and useful lectures My profound thanks and deep gratitude go to my family and my friends for their valuable support and encouragement ii ABSTRACT The thesis focuses on analyzing metaphors used in food and drink advertising slogans in English with reference to those in Vietnamese from cognitive perspective The research also reflects some previous studies of metaphors used in advertising context The major theoretical basis of the study is Lakoff and Johnson‟s theory of metaphor, which lays a foundation for a specific classification of 50 advertising slogans entity/substance”, divided into four “Feeling/Desire “Locations/Characteristics are different is locations”, groups: an and “The “Life is an entity/substance”, product is an entity/substance” When the classification is done, the slogans are described and main findings are presented: From cognitive perspective, metaphor is central to our thought, structures our thought, and is the process of embodied cross-domain mapping Abstract target domains, such as “life”, “feeling”, and “state”, can be understood by more concrete source domains, such as “entity” or “substance” The “life” and “feeling/desire” metaphors contribute to a large portion of metaphors used in food and drink advertising slogans Conceptual metaphor is used widely to help people understand an abstract concept by referring to a concrete one Ontological metaphor is one of the most common subtypes of conceptual metaphor in both slogans in English and those in Vietnamese However, differences in beliefs, values, and culture, especially culinary culture, between Vietnam and Englishspeaking countries may result in differences in advertised items, the frequency of target domains, and types and subtypes of metaphor used in slogans iii TABLE OF CONTENTS DECLARATION i ACKNOWLEDGEMENTS ii ABSTRACT iii TABLE OF CONTENTS iv LIST OF ABBREVIATIONS AND NOTATIONAL CONVENTIONS vi LIST OF TABLES vii CHAPTER 1: INTRODUCTION 1.1 Rationale 1.2 Aim and objectives of the study 1.3 Research questions 1.4 Research methods 1.5 Scope of the study .2 1.6 Significance of the study .3 1.7 Organization of the study CHAPTER 2: THEORETICAL BACKGROUND AND LITERATURE REVIEW ………………………………………………………………………… 2.1 Definitions of metaphor 2.2 Classification of metaphor 2.2.1 Conceptual/Conventional metaphor 2.2.2 Mixed metaphor 11 2.2.3 New metaphor 12 2.3 Metaphor versus other ways of meaning transference 14 2.3.1 Metaphor versus simile 14 2.3.2 Metaphor versus metonymy 14 2.4 Advertising slogans 15 2.4.1 Definitions of slogans and adverting slogans 15 2.4.2 Purposes of advertising slogans 15 2.5 Previous studies of metaphor in advertising .16 iv CHAPTER 3: RESEARCH METHODOLOGY 18 3.1 Research approaches 18 3.2 Research samples 19 3.2.1 Data source 19 3.2.2 Description of research samples 20 3.3 Data collection procedures 21 3.4 Data analysis procedures 21 CHAPTER 4: METAPHORS IN FOOD AND DRINK ADVERTISING SLOGANS .23 4.1 “Life is an entity/substance” .23 4.2 “Feeling/Desire is an entity/substance” 27 4.3 “States/Characteristics are locations” .32 4.4 “The product is an entity/substance” 33 CHAPTER 5: FINDINGS AND DISCUSSION 39 5.1 Subtypes of food and drink in English advertising slogans with reference to those in Vietnamese 40 5.2 Target domains in English food and drink advertising slogans with reference to those in Vietnamese 41 5.3 Types of metaphors in English food and drink advertising slogans with reference to those in Vietnamese .42 5.3.1 Conceptual metaphor in food and drink advertising slogans 43 5.3.2 New metaphor in food and drink advertising slogans 44 CHAPTER 6: CONCLUSION 46 6.1 Summary 46 6.2 Implications .47 6.3 Limitations of the study .48 6.4 Suggestions for further studies 48 REFERENCES .50 APPENDIXES I v LIST OF ABBREVIATIONS AND NOTATIONAL CONVENTIONS 1e: each slogan is assigned a number in the list of slogans in English 1v: each slogan is assigned a number in the list of slogans in Vietnamese “Bold letters or sentences” are used for target domains, source domains, and metaphors Italics type is used for slogans, terms and metaphorical expressions vi LIST OF TABLES Table 3.1: Information on food and drink advertising slogans used for research analysis 21 Table 5.1: Subtypes of food and drink used in 25 advertising slogans in English and those in Vietnamese 40 Table 5.2: Target domains used in food and drink advertising slogans in English and in those in Vietnamese 41 Table 5.3: The general frequency of each metaphor type in the whole 25 food and drink advertising slogans in English and those in Vietnamese 42 Table 5.4: The frequency of each sub-types of Conceptual metaphor in food and drink advertising slogans in English and in Vietnamese 43 Table 5.5: The frequency of each sub-types of New metaphor in food and drink advertising slogans in English and in Vietnamese 44 vii CHAPTER 1: INTRODUCTION This chapter aims to provide with the most general information about what is included in the study and how it is carried out 1.1 Rationale Metaphor, a figure of speech, is utilized so widely that sometimes it is used subconsciously According to Lakoff and Turner (1989:1), it is “omnipresent”, “accessible to everyone” and “irreplaceable” It is used in our daily life to help us understand the world around us by referring an abstract to a concrete one In the field of cognitive linguistics, it has been widely accepted that metaphor constitutes and constructs human thoughts and it is argued that metaphor is the cross domain mapping between the source domain and the target domain Metaphor has also been widely used in the field of advertising Advertising, as one of the most efficient ways of publicizing products, has become an indispensable part of our life and “a major manifestation of conceptual metaphors” (Kövecses 2002: 59) Slogans of advertising, perhaps, are some of the most powerful component elements of all the advertisements They are widely used to attract potential consumers‟ attention and may be an indispensable part of advertisements The selling power of the advertisements largely depends on the conceptual metaphors, pictures or words used in them A well-chosen metaphor will greatly prompt people‟s desire to buy a certain product Therefore, a study on “Metaphors used in food and drink advertising slogans in English (with reference to Vietnamese): A study from cognitive perspective” has been chosen with the main focus on the advertising slogans in the field of food and drink The study also describes slogans to exploit metaphors used in slogans in English with reference to those in Vietnamese to find out how metaphors are used in these slogans from cognitive perspective 25 slogans in Vietnamese, the numbers respectively are 20 (accounting for 95.2%), 1(accounting for 4.8%), and (accounting for 0.0%) In both slogans in English and those in Vietnamese, ontological metaphors make up the largest number of this figure The reason why ontological metaphors are more often used than other two types may be as follows Ontological metaphors provide much less cognitive structuring for target concepts than structural ones Their cognitive job seems to be to give an ontological status to general categories of abstract target concepts That means that we conceive of our experiences in terms of objects, substances, and containers, in general, without specifying exactly what kind of object, substance, and container is meant In general, ontological metaphors enable us to see more sharply delineated structure where there is very little or none In general, among three major types of metaphors, conceptual metaphor represents the most frequently selected by advertisers and marketers In all these slogans, typical conceptual metaphor concepts “Life is an entity/substance”, “Feeling/Desire is an entity/substance” in ontological metaphor, “Locations/Characteristics are locations” in structural metaphor, or “The product is an entity/substance” in personification, a special kind of ontological metaphor, are employed The products are personified and given personal characteristics By doing this, customers would probably feel close to the product and the brand It would by large chance promote the selling power of the advertisements 5.3.2 New metaphor in food and drink advertising slogans New metaphor Extend- Percent- Elabora- Percent- Combin- Percenting age ting age ing age English slogans 25.0 12.5 62.5 Vietnamese slogans 0.0 0.0 100.0 Table 5.5: The frequency of each sub-types of New metaphor in food and drink advertising slogans in English and in Vietnamese 44 As can be seen from table 5.5, there is an overwhelming majority of combining in English slogans and Vietnamese ones: 62.5% and 100% respectively Lack of context may be the most suitable reason causing different ways of understanding slogans No extending and elaborating can be found in slogans in Vietnamese, while they can be found in slogans in English (two slogans in extending and the other in elaborating) Advertising technology, launching methods, promotion, the mass media, markets, and customer care services may be the most effective factors that help advertisers and marketers making fast progress in ways of delivering the messages of products To sum up, in chapter 5, two research questions are answered Metaphors are used widely in slogans in English and in Vietnamese One conceptual domain is understood by another conceptual domain Different types and subtypes of metaphor are also presented Similarities and differences between metaphors in English slogans and those in Vietnamese based on three main criteria: subtypes of food and drink, target domains, and types of metaphor are mentioned and discussed in this chapter 45 CHAPTER 6: CONCLUSION 6.1 Summary The study identifies all 50 slogans (25 slogans in English and 25 slogans in Vietnamese) and classifies them into four groups A description of slogans and an analysis of the target domain, source domain and metaphor concept is conducted In fact, all 50 slogans have the conventional/conceptual sense in their metaphor expressions; hence, the mistake between new conventional metaphor, mixed conventional metaphor and conventional/conceptual metaphor is quite visible Two research questions are answered In terms of the first research question, metaphor is an inevitable process of human thought and reasoning It is pervasive both in thought and everyday language and we are using them almost constantly, maybe unconsciously In English advertising slogans for food and drink products, metaphor is used widely and effectively In the cognitive linguistic view, metaphor in these slogans is defined as understanding one conceptual domain in terms of another conceptual domain An abstract target domain, such as “life” or “feeling/desire” is understood by a more concrete source domain, such as “entity” or “substance” Various aspects related to the product are conceptualized into different kinds of entities and objects Since advertising slogans carry the property of briefness of lack of context, there could sometimes be more than one possible interpretation of a single slogan Different interpretations may arise among different people, but no matter the understanding is, the advertising slogans are intended to deliver positive messages to customers In terms of the second question, one abstract concept is understood in terms of another concept which is more concrete Conceptual metaphors are used extensively in both food and drink advertising slogans in English and in Vietnamese to arouse customers‟ interest Ontological metaphor is the most common type of conceptual metaphors used in analyzed slogans in English as well as in Vietnamese Personification makes up an important part of metaphors in advertising slogans Mixed metaphor may not be a widely used kind of metaphor in food and drink 46 advertising slogans Therefore, no slogan with mixed metaphor is seen in slogans in the study A large number of everyday metaphors are extended, elaborated, and combined in a new way in the slogans analyzed here in this study However, differences in beliefs, values, and culture, especially culinary culture, between Vietnam and English-speaking countries may result in differences in advertised items, the frequency of target domains used in slogans, and subtypes of metaphor While fast-food is a popular item in slogans in English, milk and noodles are easily found in slogans in Vietnamese ones While target domains, such as “life” ( “Life”, sometimes, is understood by a more concrete target domain “food” in some slogans in English.), “feeling/desire”, and “product” are commonly used in slogans in English, “feeling/desire” is the most widely used target domain in slogans in Vietnamese In new metaphor, combining is the most popular subtype both in slogans in English and in Vietnamese ones, especially in Vietnamese ones Finally, the study has proved the fact that language is part of our cognition The process of using language and producing language is a cognitive process involved human‟s perception and conceptualization It has also presented that cognitive linguistics has provided us with convincingly theoretical framework on which we have firm ground for the task of language analysis 6.2 Implications For creating effective slogans: Although there appears to be a wide variety of food and drink products with the diversity in advertising media, it seems that the advertising campaigns and especially the slogans of food and drink are not paid enough attention It can be concluded that Vietnamese food and drink slogans should use more figures of speech to make their slogans more effective and highly original and unique compared to their competitors in the same fields For linguistic research, translation, and English language teaching and learning: This study helps the researcher and others who are keen on the linguistics, especially English and Business English, to have a deeper understanding of metaphors used in food and drink advertising slogans This study also emphasizes 47 the need to pay more attention to cultural issues which are the key factors in business transactions and contacts Learners should be provided with communicative competence They are suggested to be fully aware of the native cultures where slogans originate from thorough investigation into the language of advertising Teachers and textbook writers should also help students develop their discourse skills and strategies vital to today‟s increasingly multicultural world In terms of teaching the language, teachers can utilize advertising slogans in general and food and drink end lines in particular as a source to help students deeply understand the use of many figures of speech or rhetorical sound devices due to the frequent occurrence of figurative language in this kind of texts 6.3 Limitations of the study The study cannot avoid certain drawbacks Firstly, it is widely believed that linguistics and culture awareness are the keys to breaking down the obstacles of communication between speakers of different mother tongues Due to some differences in beliefs, values, and culture, there are still gaps which cannot be fully bridged only through the analysis of food and drink advertising slogans provided by a non-native speaker Secondly, the small size of data (50 advertising slogans in total) results in the fact that the corresponding conclusions cannot represent, to some extent, the actual situations out there In addition, the limited number of slogans does affect the generalization of all food and drink slogans written in English and in Vietnamese 6.4 Suggestions for further studies The research has proven both the highly frequent use of metaphors in food and drink advertising slogans and the application of their sub-types in each field of products and services However, the paper cannot cover all angles of the same subject matter and the gaps in the study are hoped to be filled in the near future Therefore, suggestions for further research may include:  A larger population of data with the use of a wider variety of advertising media will be employed so that a more general and more exact view will be obtained 48  The cultural respect, which can make a great effect on the images and the words employed in advertising slogans, can be investigated as one of the key points  Food and drink slogans can also be analyzed in light of other sub-branches of linguistics, namely pragmatics 49 REFERENCES Books and Journals Abreu, M.C et al (2005) Discourse within Discourse: A Preliminary Study of Slogans in British Television Commercials Retrieved from the Internet in 2015 on http://acceda.ulpgc.es/bitstream/10553/4245/1/0234349_00010_0002.pdf Anderson, A E (1998) The Use of Metaphor in On-line Advertising PhD Thesis, University of Florida Available at http://etd.fcla.edu/UF/amd0034/master.pdf Baldauf, C (1997) Metapher und Kognition Grundlagen einer neuen Theorie der Alltagsmetapher Frankfurt am Main: Peter Lang Chennan Yu (2009) Metaphors in Food advertising Slogans C-essay in English Linguistics, Kristianstad University College Available at www.diva- portal.org/smash/get/diva2:293746/fulltext01 Creswell, John W (2005) Educational research: planning, conducting and evaluating quantitative and qualitative research 2nd ed Pearson: Merrill Prentice Hall Croft, W and Cruse, D.A (2004) Cognitive Linguistics Cambridge University Press Denzin, N K., & Lincoln, Y S (2000) Handbook of qualitative research Thousand Oaks, Calif: Sage Publications Elizabeth M Anderson (1998) The use of metaphor in on-line advertising University of Florida, the U.S.A Galperin, I R (1981) Stylistics Moscow 10 Gibbs, R.W (1994) The poetics of mind: Figurative thought, language, and understanding Cambridge University Press 11 Isaac, S., & Michael, W B (1981) Handbook in Research and Evaluation: a Collection of Principles, Methods, and Strategies Useful in the Planning, Design, and Evaluation of Studies in Education and the Behavioral Sciences ( 2nd ed.) San Diego, Calif.: EDITS Publishers 50 12 Kövecses, Z (2002) Metaphor: A Practical Introduction New York: Oxford University Press 13 Lakoff, G and Johnson, M (1980) Metaphors We Live By Chicago: University of Chicago Press 14 Lakoff, G and Johnson, M (2003) Metaphors We Live By, 2nd ed Chicago: The University of Chicago Press 15 Lakoff, G and Turner, M (1989) More than Cool Reason: A Field Guide to Poetic Metaphor Chicago: The University of Chicago Press 16 Lundmark, C (2005) Metaphor and Creativity in British Magazine Advertising PhD Thesis, Luleå University of Technology Available at http://epubl.ltu.se/14021544/2005/42/LTU-DT-0542-SE.pdf 17 Mai, Nguyen Thi Chi (2010) A study on metaphorical expressions in English advertising slogans from the semantic approach M.A Minor Programme Thesis, University of Languages anf International studies, Vietnam National University 18 Ngan, Bui Thi Kim (2012) A descriptive analysis of linguistic features of advertising language used in English slogans for food and drinj products M.A Combined Programme Thesis, University of Languages anf International studies, Vietnam National University 19 Ortony, A (1993) Metaphor, Language and Thought Metaphor and Thought Cambridge: Cambridge University Press 20 Richards, I.A (1929) Practical Criticism New York 21 Richards, I.A (1936) The Philosophy of Rhetoric New York 22 Richards, I.A (1938) Interpretation in Teaching London 23 Rein, D P (1982) The Language of Advertising and Merchandising in English New York: Regent 24 Seliger, H.W and Shohamy, E (1989) Second Language Research Methods Oxford University Press 25 Shank, G (2002) Qualitative Research A Personal Skills Aproach New Jersey: Merril Prentice Hall 51 26 Whittier, Charles L (1958) Creative Advertising New York: Holt and Company 27 Wisker, G (2001) The Postgraduate Research Handbook New York: Palgrave Internet Sources 28 adslogans.co.uk (2015) [Online] Available from: www.adslogans.co.uk/ [accessed November 2015] 29 Google (2015) [online] Available from: http://www.google.com [Accessed November 2015] 30.Textart Database (2015) [Online] Available from: http://www.textart.ru/database/slogan/list-advertising-slogans.html [accessed November 2015] 31.Wikipedia (2015) [Online] Available from: http://en.wikipedia.org/wiki/Main_Page [Accessed November 2015] 52 APPENDIXES Appendix 1: List of food and drink advertising slogans in English No Code Slogan 1e The Coke Side of Life (Coca-Cola, 2006) 2e Live on the Coke Side of Life (Coca-Cola, 2009) 3e Life tastes good (Coca-Cola, 2001) 4e Progresso A taste of the good life! (Progresso soup brand, 2000) 5e 6e Mac your day (McDonald‟s, 2000) 7e Put a smile on (McDonald‟s, 2002) 8e Unwrap a smile (Little Debbie snack cakes, 2000) 9e Open Happiness (Coca-Cola, 2009) 10 10e Real taste, Uplifting refreshment (Coca-Cola, 2009) 11 11e Obey your thirst (Sprite, 2000) 12 12e 13 13e Feed your inner child (McDonald‟s, 2005) 14 14e Make up your own mind (McDonald‟s, 2006) 15 15e Things that will make you go MMMMMM (McDonald‟s, 2002) 16 16e A million Miles from Humdrum (Chicago Town pizza, 2009) 17 17e Think outside the bun (Taco Bell, 2008) 18 18e Hand in hand with Australia (McDonald‟s, 2006) 19 19e That’s McDonald’s … with Yee-Hah (McDonald‟s, 2009) 20 20e Benecol Keep cholesterol at bay (Benecol yoghurt drink, 2009) 21 21e Frisco Release the flavor (Frisco, 2000) 22 22e Red Bull gives you wings! (Red Bull, 2000) 23 23e The King Of Beers (Budweiser, 2008) 24 24e In the land of Burgers, Whopper is king (Burger King, 2001) 25 25e Earl: Employee of the Month (Burger King, 2006) Earth Grains Discover a healthier slice of Life! (Earth Grains bread, 2000) Your cup of inspiration (Nescafe blend, Nescafe instant coffee brand, 2000) I Appendix 2: List of food and drink advertising slogans in Vietnamese No Code Slogan 1v Một phần tất yếu sống (Lavie, 2000) 2v Trà xanh không độ - Giải nhiệt sống (00 Green tea, 2006) 3v Cho ngày tràn đầy sức sống (Plusssz, 2010) 4v 5v 6v 7v Gắn kết yêu thương (“Gau do” instant noodle, 2012) 8v Thêm nguồn tận hưởng (Number soya milk, 2011) 9v 10 10v Khơi nguồn sáng tạo (Trung Nguyen Coffee, 2011) 11 11v Ngon bùng nổ giác quan (Sagami instant noodle, 2014) 12 12v Cay ngon cho bùng cảm xúc (Chinsu chilli sauce, 2000) 13 13v Huda - Khơi dòng cảm xúc (Huda beer, 2014) 14 14v 15 15v Bùng nổ vị chanh, nạp nhanh lượng (Number Lemon, 2015) 16 16v Xoá tan căng thẳng (Chipchip Instant noodle, 2013) 17 17v Đột phá hương vị - Lăn tăn sảng khoái (Ikun green tea, 2014) 18 18v 19 19v 20 20v Để sức sống tràn đầy, Plusssz multi sớm (Plusssz Multivitamin, 2010) Phong độ ngày mai (NUVI milk, 2012) Hãy để suối nguồn yêu thương tuôn chảy đến bé cưng chào đời bạn (Enfamama milk power, 2000) Mang lại nguồn cảm hứng sáng tạo (Trung Nguyen Coffee, 2003) Cuộn trào sảng khoái – Bật tung lượng (Number Lemon, 2012) Khuyến học đèn đom đóm - Thắp sáng ước mơ (Dutch Lady milk, 2003) Chắp cánh ước mơ, bé thêm cao lớn (Smiling cow, 2010) Bia Sài Gòn Special - Chất men thành công (Sai Gon Special beer, 2013) II 21 21v 22 22v 23 23v 24 24v 25 25v Chinh phục nguồn lượng vô tận (Anlene Gold milk, 2001) Cùng Hảo Hảo vươn tới đỉnh cao (Hao Hao instant noodle, Vina Acecook, 2013) Sữa ADM Gold – Giúp bé mắt sáng, dáng cao, trau dồi trí nhớ (New ADM Gold milk, Vinamilk, 2013) Dialac Optimum – Nâng đỡ tiêu hoá, vui khoẻ lớn mau (Dialac Optimum milk, 2004) Sữa Vinamilk Probi – Hiểu điều bụng muốn (Vinamilk Probi, 2014) III Appendix 3: Target domain, source domain and metaphor concepts of new metaphors in English and Vietnamese slogans New metaphor in English (Slogans and Metaphor concept) No Code Slogan 4e Target Source Concept Progresso A Life Food “Life is food” taste Taste “The product to of the Progresso good life! sell is the taste” (Progresso soup (Combining) brand, 2000) 6e Mac your day Day Food “Day are food” (McDonald‟s, Metonymy: 2000) “Object involved in an action for action” (Combining) 8e Unwrap smile a Smile Entity (Little “Feeling is an entity” Debbie snack (Extending) cakes, 2000) 9e Happiness Open Entity “Feeling is an Happiness entity” (Coca-Cola, (Extending) 2009) 10e Real taste, The Uplifting taste of Human beings “Feeling/Desire Coca-Cola is an entity” refreshment (Coca-Cola, Refreshment 2009) Object “Feeling is an IV entity” (Combining) 13e Feed inner your Inner child child Different “People are person inside layered objects” (McDonald‟s, 2005) Desire Child “Desire is an entity” (Combining) 20e Benecol Keep Cholesterol Entity cholesterol at Benecol “The product is a person/living bay (Benecol Person entity” yoghurt drink, “The product is a 2009) person/living entity” (Combining) 22e Red Bull gives Red Bull you (Red Person wings! “The product is a person/living Bull, entity” 2000) (Elaborating) New metaphor in Vietnamese (Slogans and Metaphor concept) 2v Trà không Giải xanh Life độ Entity/Substance “Life - 13v an entity/substance” Entity nhiệt sống (00 00 green tea “The product is a green living entity” tea, 2006) is (Combining) Huda - Khơi Feeling Substance dòng cảm xúc “Feeling substance” V is a (Huda beer, 2014) Huda Person “The product is a person” (Combining) 14v Cuộn trào Refreshment Substance sảng khoái – “Feeling is a is a substance” Bật tung Energy/Energetic lượng (Number feeling Substance substance” Lemon, 2012) 15v (Combining) Bùng nổ vị The chanh, nhanh taste of Substance nạp lemon “Feeling is a is a substance” lượng (Number “Feeling Energy/Energetic Substance feeling “Feeling substance” Lemon, 2015) (Combining) VI ... analysis 22 CHAPTER 4: METAPHORS IN FOOD AND DRINK ADVERTISING SLOGANS In this chapter, metaphors and possible ways of understanding advertising slogans in English for food and drink products are... of food and drink used in 25 advertising slogans in English and those in Vietnamese Table 5.1 presents subtypes of food and drink used in 25 advertising slogans in English and those in Vietnamese... Table 5.2 shows target domains used in food and drink advertising slogans in English and in those in Vietnamese As can be seen, in both slogans in English and those in Vietnamese, target domains