Happiness is drinking beer
A cross‐cultural analysis of multimodal metaphors in American and Ukrainian commercials
Bibliographic Data
| ID | 12114652 |
|---|---|
| Authors | Matthew E Poehner (0000-0003-2862-8759), James P Lantolf (0000-0003-4131-8368, Pennsylvania State University), Larysa Bobrova (Pennsylvania State University, corresponding author) |
| Year | 2012 |
| Volume | 22 |
| Issue | 1 |
| Pages | 42-66 |
| Publication date | 2012-03-01 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | International Journal of Applied Linguistics (JOURNAL) |
| Journal identifiers | ISSN: 0802-6106 • E-ISSN: 1473-4192 |
| Publisher | Wiley (PUBLISHER • GB) |
| DOI | 10.1111/j.1473-4192.2011.00292.x |
| OpenAlex | W1522379702 |
| Language | EN |
| Citations received | 5 |
| References cited | 16 |
This paper examines multimodal conceptual metaphors in a corpus of 32 American and Ukrainian beer commercials. The dominant metaphor in both cultures is HAPPINESS IS DRINKING BEER, with a secondary metaphor BEER IS A PERSON. The Ukrainian commercials exhibit a third metaphor that appears in a very subtle way in the American commercials: LOVE FOR THE MOTHERLAND IS DRINKING BEER. The analysis reveals cross‐cultural variation in the mappings and entailments of the metaphors. We argue that this variation is not just a matter of divergent advertising strategies but is a manifestation of differences in the conceptual understandings of happiness, beer drinking, friendship, and patriotism in both cultures. Este estudio investiga las metáforas conceptuales multimodales en un corpus de treinta y dos anuncios publicitarios de cerveza estadounidenses y ucranianas. La metáfora principal en ambas culturas es LA FELICIDAD ES TOMAR CERVEZA, y una metáfora secundaria es LA CERVEZA ES UNA PERSONA. Los comerciales ucranianos manifiestan una tercera metáfora que aparece de una manera sutil en los comerciales estadounidenses: EL AMOR A LA PATRIA ES TOMAR CERVEZA. El análisis revela una variación transcultural en las proyecciones e inferencias de las metáforas. Proponemos que esta variación no sólo se debe a estrategias de publicidad divergentes, sino que revela diferencias en la comprensión conceptual de la felicidad, tomar cerveza, la amistad y el patriotismo entre las dos culturas
Conceptual metaphor · Friendship · Happiness · Humanities · Linguistics · Metaphor · Patriotism · Persona · Political science · Social science · Sociology · Theology · Ukrainian · Discourse Analysis in Language Studies · Language, Metaphor, and Cognition · Law · Philosophy · Psychology · Social Psychology · Translation Studies and Practices
Metaphorical Representation of Men in Pakistani Fiction
Ontological metaphors in website ads for Japanese-Language hotels in South Bali
The conceptual metaphors of CHA in Chinese and TEA in English
The influence of cultural universality and specificity on EFL learners' comprehension of metaphor and metonymy
A comparative study of multi-modal metaphors in food advertisements
A Method for Linguistic Metaphor Identification
More than Cool Reason
Metaphor in Culture
Multimodality
Metaphor in Pictures and Multimodal Representations
Chapter 2. Non-verbal and multimodal metaphor in a cognitivist framework
Different Bodies, Different Minds
Mip
Metaphorical Expressions of Anger and Happiness in English and Chinese
Systematic Metaphor Analysis as a Method of Qualitative Research
Multimodal Metaphor in Ten Dutch TV Commercials
| Citations per year | 0.38 |
|---|---|
| Citation span | 2013 - 2026 (14) |
| Highly cited | No |