Keywords
Coffee brand marketing
Conceptual mapping
Submitted : 2024-09-01
Accepted : 2024-09-16
Published : 2024-10-01
Abstract
This paper delves into the strategic use of conceptual metaphors in advertising slogans for coffee brands, exploring how these linguistic devices influence consumer perception and brand appeal. By employing cognitive linguistic theories, this study categorizes eight global coffee brand slogans into five distinct metaphorical patterns, revealing the underlying conceptual mappings that enhance brand messaging. The analysis underscores the importance of metaphorical language in simplifying complex ideas, evoking emotional responses, and establishing a connection between the product and the consumer’s everyday experiences. This paper concludes that the judicious application of conceptual metaphors in advertising is a powerful tool for creating memorable and impactful slogans that resonate with the target audience.
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