Multimodal Metaphors in American Tea TV Commercials
DOI:
https://doi.org/10.54855/ictep.2332Keywords:
multimodal metaphors, domain choices, tea TV commercials, AmericaAbstract
In this paper, it is shown that multimodal metaphors occurring in American tea TV commercials usually dram on a combination of visual, verbal and sonic modes (Forceville, 2007). The descriptive and comparative methods are employed in order to evaluate research on a theoretical background involved in the analysis of multimodal metaphors and the role of three modes in ten cases. This paper is put forward with three main aims: (1) the choices of target and source domains, (2) the frequency of modality, and (3) the metaphors with the representation of the target customers in American tea TV commercials. The findings of the preceding study contribute to the results of Forceville( 2007) and serve as the first parameter in the analysis of multimodal metaphors in American beverage advertising.
References
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Forceville, C. (2006). The Source–Path–Goal schema in the autobiographical journey documentary: McElwee, van der Keuken, Cole. New Review of Film and Television Studies, 4(3), 241-261. https://doi.org/10.1080/17400300600982023
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Data
A1 https://www.ispot.tv/ad/Z0b1/bigelow-tea-every-cup-counts
A2 https://www.ispot.tv/ad/tFni/bigelow-tea-good-morning
A3 https://www.ispot.tv/ad/qws_/red-diamond-sweet-tea-tea-leaves-from-everywhere
A4 https://www.ispot.tv/ad/OzOF/snapple-produce
A5 https://www.ispot.tv/ad/OM9r/lipton-green-tea-tv-stop-chuggin-start-sippin-time-together
A6 https://www.youtube.com/watch?v=8HYNDKqAy5A
A7 https://www.ispot.tv/ad/ZF3N/pure-leaf-tea-saying-no
A8 https://www.ispot.tv/ad/ZEV2/lipton-sun
A9 https://www.ispot.tv/ad/Z3ze/pure-leaf-tea-cold-brew-tea-no-rush
A10 https://www.ispot.tv/ad/Onxx/pure-leaf-green-tea-no-compromise
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