Cognitive Linguistics and Metaphor Theory in Modern Advertising

Abstract

This study explores the role of cognitive linguistics and metaphor theory in modern advertising, examining how conceptual metaphors shape consumer perception and brand communication. Grounded in Lakoff and Johnson’s (1980) Conceptual Metaphor Theory (CMT), the research investigates dominant metaphorical frameworks in contemporary advertisements, focusing on their persuasive and cognitive impact. While prior studies in advertising semiotics (Forceville, 1996; McQuarrie & Mick, 1996) have analyzed rhetorical devices, few apply cognitive linguistics to decode how metaphors align with consumers’ mental models in the digital advertising landscape. The study addresses this gap through a mixed-methods approach, combining qualitative discourse analysis of 50 print and digital ads (2020–2024) with Metaphor Identification Procedure (MIPVU) to categorize orientational, ontological, and structural metaphors. Blending Theory (Fauconnier & Turner, 2002) and Relevance Theory (Sperber & Wilson, 1995) further elucidate how multimodal metaphors (text + image) optimize engagement. Findings reveal pervasive journey metaphors (e.g., Nike’s “Just Do It” framing progress) and container metaphors (e.g., tech ads urging users to “unlock potential”), with cultural variations between Western individualism and Eastern collectivism. The discussion highlights implications for advertisers, emphasizing how embodied cognition enhances emotional resonance, while also addressing ethical concerns about manipulative framing. Limitations include a focus on English-language ads, suggesting future cross cultural and neurolinguistics research. By bridging cognitive linguistics and advertising studies, this article advances theoretical and practical insights into metaphor-driven persuasion in the digital age.

Keywords: Cognitive Linguistics, Conceptual Metaphor Theory (CMT), Advertising Rhetoric, Multimodal Metaphors, Consumer Cognition, Digital Advertising, Semiotics, Persuasion Techniques