2025/10/29 by KOUADIO, Kouassi Williams
#Advertising #English #conceptual #experience #hunger #metaphor #target
paper · doi:10.71655/uvcibv.bk152-7tc79
Hunger-related commercial and humanitarian advertisements in English show that they are structured around metaphors. Based on Conceptual Metaphor Theory (CMT), the study investigates the cognitive function of metaphors in connection with the structuring of hunger-related thought. It is designed around a corpus of over five hundred advertisements and the content analysis of eight hunger-related advertisements. The analysis focuses on mental mechanisms in metaphors, cognitive processes used for persuasion and the experiential basis of metaphors. It reveals that metaphors are persuading tools that structure human thought of hunger around the source domains of dangerous living creature and degrading human condition. This structuring is consistent with human experience.