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SOURCE DOMAIN FOOD IN PRINTED ADVERTISMENTS
Abstract
The study of metaphor dates back to the times of Aristotle when metaphor has mainly been the focal study point of literary scholars. The publication of Lakoff and Johnson’s book Metaphors We Live By (1980) challenged the traditional view on metaphor and completely changed its status. The scholars developed the Conceptual Metaphor Theory (CMT) within which they argue, “metaphor is not just a matter of language, but of thought and reason” (Lakoff, 1993: 208). Moreover, in 1996 the study of metaphor within cognitive linguistics was expanded by Charles Forceville, who investigated the use of pictorial metaphors in static advertisements and published his findings in the book Pictorial Metaphor in Advertising. Forceville proved that all possible manifestations of metaphor, non-verbal as well, should be studied. As advertising discourse involves the combination of different modes (written sign, images, etc.), the scientist has introduced the notion of multimodal metaphor. Knowing that advertisements should be eye-catching and persuasive, the use of metaphors in adverts is a widely exploited device to make any specific advertisement attention grabbing. In order to create an advert, which will stand out against dozen of other advertisements, creativity of advertisers is striking and sometimes unpredictable. Therefore, the aim of the present paper is to investigate the use of the source domain FOOD in different printed advertisements randomly chosen in various Internet sources. Totally 35 printed advertisements, both commercial consumer and non-commercial advertisements, out of 100 adverts have been randomly excerpted from different Internet sources and analysed. The printed advertisements under study contain either visual or multimodal metaphor with the source domain FOOD. According to the data analysed, the most commonly used food images used as the source domain FOOD have been defined.
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