Happiness is drinking beer: a cross-cultural analysis of multimodal metaphors in American and Ukrainian commercials  

Oleh:

Lantolf, James P.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: International Journal of Applied Linguistics (Full Text) vol. 22 no. 1 (2012), page 42-66.
Topik: language and media; metaphor; language and culture
Fulltext: Lantolf_James_P.pdf (173.0KB)

Isi artikel

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.

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