Author: Xu, Jing
Title: Conceptual metaphors in cosmetic advertisements
Degree: M.A.
Year: 2014
Subject: Metaphor.
Symbolism in advertising.
Hong Kong Polytechnic University -- Dissertations
Department: Department of English
Pages: vii, 69 pages : illustrations
Language: English
Abstract: This paper examines conceptual metaphors in cosmetic advertisements. Based on the conceptual metaphor theory (CMT), the study explores the mapping of metaphors in the advertising language of cosmetic industry and investigates how certain types of cosmetic products are conceptualized by different metaphors. The data are derived from cosmetic advertisements of the world-renowned women magazine - Cosmopolitan. After excluding advertisements with same textual contents or only with images, 114 advertisements with metaphorical meanings are used for the study. The data mainly cover four types of cosmetic commodities for skin, hair, eye and lip. The findings show that the advertisements of skin and hair care products share plenty of source domains and the most frequently occurred metaphor is SKIN/HAIR CARE IS WAR; the advertisements of eye and lip care products are more likely to be conceptualized as a sensational object, viz, EYE/LIP CARE PRODCUT IS A SENSATIONAL OBJECT. It suggests that cosmetic advertisers tend to employ different linguistic advertising strategies, namely, using metaphors in the main textual contents of advertisements or employing metaphors in product names. The study contributes to metaphor research in the advertising discourse and also delivers insightful implications for both companies and consumers.
Rights: All rights reserved
Access: restricted access

Files in This Item:
File Description SizeFormat 
b27759052.pdfFor All Users (off-campus access for PolyU Staff & Students only)1.85 MBAdobe PDFView/Open


Copyright Undertaking

As a bona fide Library user, I declare that:

  1. I will abide by the rules and legal ordinances governing copyright regarding the use of the Database.
  2. I will use the Database for the purpose of my research or private study only and not for circulation or further reproduction or any other purpose.
  3. I agree to indemnify and hold the University harmless from and against any loss, damage, cost, liability or expenses arising from copyright infringement or unauthorized usage.

By downloading any item(s) listed above, you acknowledge that you have read and understood the copyright undertaking as stated above, and agree to be bound by all of its terms.

Show full item record

Please use this identifier to cite or link to this item: https://theses.lib.polyu.edu.hk/handle/200/7690