The following paper will look into the usage of conceptual metaphors in advertisements from the ten most popular beer brands in the UK. I will present the four predominant general metaphors in beer advertisements and their different function. Firstly, the essay outlines Lakoff and Johnson’s (1980) approach to metaphor. Hence, I will explain the Conceptual Metaphor Theory. Secondly, the method of data collection will be illustrated and I will clarify how I identified the conceptual metaphors. Subsequently, the research results will be described and interpreted. Lastly, I will summarise my results and discuss the effect these advertisements might have on society.
Inhaltsverzeichnis (Table of Contents)
- 1 Introduction
- 2 Theoretical Background
- 3 Research Methodology
- 4 Findings
- 4.1 BEER IS A HUMAN
- 4.2 DRINKING BEER IS A GOOD TIME
- 4.3 BEER IS COMPLEX OBJECT
- 4.4 BEER IS A FRUIT
- 5 Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper investigates the use of conceptual metaphors in beer advertisements from the ten most popular beer brands in the UK. The main objective is to identify prevalent metaphors and analyze their function in constructing a positive image of beer and its role in consumers' lives. The study utilizes Lakoff and Johnson's Conceptual Metaphor Theory as its theoretical framework.
- Conceptual Metaphor Theory and its application to advertising
- Identification and categorization of dominant conceptual metaphors in beer advertisements
- Analysis of the function and effect of these metaphors in shaping consumer perception
- Exploration of the constructed relationship between beer and aspects of human experience
- The impact of advertising metaphors on societal views of beer consumption
Zusammenfassung der Kapitel (Chapter Summaries)
1 Introduction: This introductory chapter sets the stage for the research by defining conceptual metaphors and arguing that, in the context of advertising, they serve to create a complex network of associations, presenting beer as adding value to consumers' lives. The chapter outlines the paper's scope, focusing on advertisements from the top ten UK beer brands and detailing the study's approach: outlining Lakoff and Johnson's Conceptual Metaphor Theory, explaining the methodology, presenting the findings, and concluding with a summary and discussion of potential societal effects.
2 Theoretical Background: This chapter delves into the theoretical underpinnings of the study, contrasting the traditional understanding of metaphor with Lakoff and Johnson's Conceptual Metaphor Theory (CMT). It explains CMT's core concepts, including the idea that our conceptual system is inherently metaphorical and that metaphors are not merely figures of speech but fundamental to how we understand and perceive the world. The chapter highlights how CMT proposes that metaphors involve mapping between source and target domains, enabling us to understand complex concepts through simpler ones. This lays the foundation for understanding the analysis of metaphors in beer advertisements.
3 Research Methodology: This chapter details the research methodology employed in the study. It describes the corpus of 26 metaphorical expressions extracted from beer advertising posters, explaining the selection criteria based on the ten most popular beer brands in the UK, sourced from Gartner. The chapter outlines the process of selecting five metaphorical expressions from each brand (with exceptions for Strongbow and Tennent's), followed by sorting and categorizing them based on their source domains. The three-step process for identifying and interpreting the metaphors—identifying source and target domains, investigating conceptual elaborations, and determining metaphorical relationships—as proposed by Yus (2009), is clearly explained.
Schlüsselwörter (Keywords)
Conceptual Metaphor Theory, beer advertising, UK beer brands, advertising language, consumer perception, metaphorical expressions, source domain, target domain, brand image, societal impact.
Frequently Asked Questions: A Comprehensive Language Preview of Beer Advertisements
What is the main topic of this research paper?
This research paper investigates the use of conceptual metaphors in beer advertisements from the ten most popular beer brands in the UK. The main objective is to identify prevalent metaphors and analyze their function in constructing a positive image of beer and its role in consumers' lives.
What theoretical framework is used in this study?
The study utilizes Lakoff and Johnson's Conceptual Metaphor Theory (CMT) as its theoretical framework. This theory posits that our understanding of the world is inherently metaphorical, and metaphors are fundamental to how we perceive and understand complex concepts.
What are the key themes explored in the paper?
Key themes include: Conceptual Metaphor Theory and its application to advertising; identification and categorization of dominant conceptual metaphors in beer advertisements; analysis of the function and effect of these metaphors in shaping consumer perception; exploration of the constructed relationship between beer and aspects of human experience; and the impact of advertising metaphors on societal views of beer consumption.
What is the methodology used in this research?
The research methodology involved analyzing a corpus of 26 metaphorical expressions extracted from beer advertising posters of the ten most popular UK beer brands (sourced from Gartner). A three-step process (identifying source and target domains, investigating conceptual elaborations, and determining metaphorical relationships, as proposed by Yus, 2009) was used to identify and interpret the metaphors.
What are the key findings of the study (as previewed)?
The preview highlights some example findings categorized under chapter 4, such as "BEER IS A HUMAN," "DRINKING BEER IS A GOOD TIME," "BEER IS COMPLEX OBJECT," and "BEER IS A FRUIT." The full findings are detailed in the complete paper.
What is the structure of the research paper?
The paper is structured into five chapters: an introduction setting the context and outlining the methodology; a theoretical background explaining CMT; a chapter detailing the research methodology; a chapter presenting the findings; and a conclusion summarizing the results and their implications.
What are the key words associated with this research?
Key words include: Conceptual Metaphor Theory, beer advertising, UK beer brands, advertising language, consumer perception, metaphorical expressions, source domain, target domain, brand image, societal impact.
What is the purpose of using conceptual metaphors in beer advertising?
The paper argues that conceptual metaphors in beer advertising serve to create a complex network of associations, presenting beer as adding value to consumers' lives and shaping consumer perception.
Where can I find the complete research paper?
The provided text is a preview; the location of the complete research paper is not specified in this preview.
What is the scope of this research?
The scope of this research is limited to beer advertisements from the ten most popular UK beer brands, focusing on the analysis of conceptual metaphors used in these advertisements.
- Quote paper
- Joelle Schmidt (Author), 2021, Conceptual Metaphors in Beer Advertisements, Munich, GRIN Verlag, https://www.grin.com/document/1180219
