The research has proven both the highly frequent use of metaphors in food and drink advertising slogans and the application of their sub-types in each field of products and services. However, the paper cannot cover all angles of the same subject matter and the gaps in the study are hoped to be filled in the near future.
Therefore, suggestions for further research may include:
A larger population of data with the use of a wider variety of advertising media
The cultural respect, which can make a great effect on the images and the words employed in advertising slogans, can be investigated as one of the key points.
Food and drink slogans can also be analyzed in light of other sub-branches of linguistics, namely pragmatics.
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APPENDIXES
Appendix 1: List of food and drink advertising slogans in English
No Code Slogan
1 1e The Coke Side of Life. (Coca-Cola, 2006)
2 2e Live on the Coke Side of Life. (Coca-Cola, 2009) 3 3e Life tastes good. (Coca-Cola, 2001)
4 4e Progresso. A taste of the good life! (Progresso soup brand, 2000) 5 5e Earth Grains. Discover a healthier slice of Life! (Earth Grains bread,
2000)
6 6e Mac your day (McDonald‟s, 2000) 7 7e Put a smile on. (McDonald‟s, 2002)
8 8e Unwrap a smile. (Little Debbie snack cakes, 2000) 9 9e Open Happiness (Coca-Cola, 2009)
10 10e Real taste, Uplifting refreshment (Coca-Cola, 2009) 11 11e Obey your thirst (Sprite, 2000)
12 12e Your cup of inspiration (Nescafe blend, Nescafe instant coffee brand, 2000)
13 13e Feed your inner child. (McDonald‟s, 2005) 14 14e Make up your own mind. (McDonald‟s, 2006)
15 15e Things that will make you go MMMMMM. (McDonald‟s, 2002) 16 16e A million Miles from Humdrum. (Chicago Town pizza, 2009) 17 17e Think outside the bun. (Taco Bell, 2008)
18 18e Hand in hand with Australia. (McDonald‟s, 2006)
19 19e That’s McDonald’s … with Yee-Hah. (McDonald‟s, 2009) 20 20e Benecol. Keep cholesterol at bay. (Benecol yoghurt drink, 2009) 21 21e Frisco. Release the flavor (Frisco, 2000)
22 22e Red Bull gives you wings! (Red Bull, 2000) 23 23e The King Of Beers. (Budweiser, 2008)
24 24e In the land of Burgers, Whopper is king. (Burger King, 2001) 25 25e Earl: Employee of the Month (Burger King, 2006)
Appendix 2: List of food and drink advertising slogans in Vietnamese
No Code Slogan
1 1v Một phần tất yếu của cuộc sống (Lavie, 2000)
2 2v Trà xanh không độ - Giải nhiệt cuộc sống (00 Green tea, 2006) 3 3v Cho mỗi ngày tràn đầy sức sống (Plusssz, 2010)
4 4v Để sức sống tràn đầy, Plusssz multi mỗi sớm (Plusssz Multivitamin, 2010)
5 5v Phong độ của ngày mai (NUVI milk, 2012)
6 6v Hãy để suối nguồn yêu thương tuôn chảy đến bé cưng sắp chào đời của bạn (Enfamama milk power, 2000)
7 7v Gắn kết yêu thương (“Gau do” instant noodle, 2012) 8 8v Thêm nguồn tận hưởng (Number 1 soya milk, 2011)
9 9v Mang lại nguồn cảm hứng sáng tạo mới (Trung Nguyen Coffee, 2003)
10 10v Khơi nguồn sáng tạo (Trung Nguyen Coffee, 2011)
11 11v Ngon bùng nổ mọi giác quan (Sagami instant noodle, 2014) 12 12v Cay ngon cho bùng cảm xúc (Chinsu chilli sauce, 2000) 13 13v Huda - Khơi dòng cảm xúc (Huda beer, 2014)
14 14v Cuộn trào sảng khoái – Bật tung năng lượng (Number 1 Lemon, 2012)
15 15v Bùng nổ vị chanh, nạp nhanh năng lượng (Number 1 Lemon, 2015) 16 16v Xoá tan căng thẳng (Chipchip Instant noodle, 2013)
17 17v Đột phá hương vị - Lăn tăn sảng khoái (Ikun green tea, 2014)
18 18v Khuyến học đèn đom đóm - Thắp sáng ước mơ (Dutch Lady milk, 2003)
19 19v Chắp cánh ước mơ, bé thêm cao lớn (Smiling cow, 2010)
20 20v Bia Sài Gòn Special - Chất men của thành công (Sai Gon Special
21 21v Chinh phục nguồn năng lượng vô tận (Anlene Gold milk, 2001) 22 22v Cùng Hảo Hảo vươn tới đỉnh cao (Hao Hao instant noodle, Vina
Acecook, 2013)
23 23v Sữa ADM Gold mới – Giúp bé mắt sáng, dáng cao, trau dồi trí nhớ (New ADM Gold milk, Vinamilk, 2013)
24 24v Dialac Optimum – Nâng đỡ tiêu hoá, vui khoẻ lớn mau (Dialac Optimum milk, 2004)
25 25v Sữa Vinamilk Probi – Hiểu điều bụng muốn (Vinamilk Probi, 2014)
Appendix 3: Target domain, source domain and metaphor concepts of new metaphors in English and Vietnamese slogans
New metaphor in English (Slogans and Metaphor concept)
No Code Slogan Target Source Concept
1 4e Progresso. A taste of the good life!
(Progresso soup brand, 2000)
Life Progresso
Food Taste
“Life is food”
“The product to sell is the taste”
(Combining)
2 6e Mac your day (McDonald‟s, 2000)
Day Food “Day are food”
Metonymy:
“Object involved in an action for action”
(Combining) 3 8e Unwrap a
smile. (Little Debbie snack cakes, 2000)
Smile Entity “Feeling is an
entity”
(Extending)
4 9e Open Happiness (Coca-Cola, 2009)
Happiness Entity “Feeling is an
entity”
(Extending)
5 10e Real taste, Uplifting refreshment (Coca-Cola,
The taste of Coca-Cola
Refreshment
Human beings
Object
“Feeling/Desire is an entity”
entity”
(Combining) 6 13e Feed your
inner child.
(McDonald‟s, 2005)
Inner child
Desire
Different person inside
Child
“People are layered objects”
“Desire is an entity”
(Combining) 7 20e Benecol. Keep
cholesterol at bay. (Benecol yoghurt drink, 2009)
Cholesterol Benecol
Entity
Person
“The product is a person/living entity”
“The product is a person/living entity”
(Combining) 8 22e Red Bull gives
you wings!
(Red Bull, 2000)
Red Bull Person “The product is a
person/living entity”
(Elaborating) New metaphor in Vietnamese (Slogans and Metaphor concept)
1 2v Trà xanh
không độ - Giải nhiệt cuộc sống (00 green tea, 2006)
Life
00 green tea
Entity/Substance
Entity
“Life is an entity/substance”
“The product is a living entity”
(Combining) 2 13v Huda - Khơi
dòng cảm xúc
Feeling Substance “Feeling is a
substance”