In this chapter, metaphors and possible ways of understanding advertising slogans in English for food and drink products are identified, described, and analyzed from cognitive perspective with reference to those in Vietnamese.
According to their target domain, source domain, and metaphorical concept, 50 slogans used in this study are classified into four groups: “Life is an entity/substance”, “Feeling/Desire is an entity/substance”, “States/
Characteristics are locations”, and “The product is an entity/substance”.
4.1. “Life is an entity/substance”
“Life”, commonly understood as an entity, is a popular target domain in advertising slogans since the advertisers want to convince the consumers that their products will make our life better, which might be the greatest motivation for them.
The advertising slogans in section 4.1 are mainly centered on the ontological metaphor “Life is an entity/substance”. There are 6 out of 25 slogans in English, accounting for 24%, expressing this metaphor. With reference to those in Vietnamese, the number of slogans expressing this metaphorical concept is 5 out of 25, accounting for 20%.
Metaphor with target domain “life” used in slogans in English is analyzed as follows.
1e) The Coke Side of Life. (Coca-Cola, 2006)
2e) Live on the Coke Side of Life. (Coca-Cola, 2009)
Slogans 1e and 2e are from one of the world‟s most famous soft drink brands, Coca-Cola. As can be seen, the metaphorical linguistic expression “the Coke Side of Life” appears in both of the two slogans to deliver the message that Coca-Cola makes life different. In both slogans, owing to the fact that there is too little information provided, the target domain “life” here is understood as an entity which cannot be defined. However, at least certain characteristic of the entity can be
determined by looking into the word “side”. “Life” is conceived as an object that has at least two sides, opposite to each other: the good/bright/positive side and the bad/dull/negative side. Coca-Cola becomes different between the two sides. Since advertising slogans are designed to have positive meanings, the Coca side of life would probably mean the bright side of life.
In 2009 the slogan was recreated by adding the phrase “live on”. “Life” is known to be conceptualized as an object that has a surface and living people are understood to be on this surface. The understanding of people living on the surface has a connection with a very popular orientational metaphor making use of our spatial up-down image. The state of people being energetic, alive and conscious is usually related to the upward orientation. On the contrary, states like being asleep and dead are related to the downward orientation. Slogan 2e tends to deliver a positive message that life with Coca-Cola is good and full of happiness.
In the following three slogans, the abstract concept of “life” is also conceptualized as a physical substance. However, the difference is that a concrete source concept “food” is introduced.
3e) Life tastes good. (Coca-Cola, 2001)
4e) Progresso. A taste of the good life! (Progresso soup brand, 2000)
5e) Earth Grains. Discover a healthier slice of Life! (Earth Grains bread, 2000) The word “taste” is used as a verb and a noun respectively in slogan 3e and 4e. We can eat food and thus experience different tastes of food. Understood as food, “life” is conceived of as something that can be tasted and have different kinds of tastes.
Both the literal and metaphorical meanings are contained in one expression in slogan 3e and 4e. Their literal meaning is that the product to sell tastes good and the same conceptual metaphor is used, but there is still a slight difference between the ways they are expressed. Slogan 3e has a simpler linguistic expression. It is rather clear that the advertisers want us to believe that by drinking Coca-Cola we
life. However, the expression in slogan 4e is not the same and can be understood differently. By saying “Progresso. A taste of the good life”, “life” is still understood as food yet the product Progresso is comprehended as the taste, more specifically the good taste of life. If it is understood in this way, there are actually two metaphors combined in slogan 4e. “The product to sell is the taste” is also realized in the slogan.
Similarly, in slogan 5e from the word “slice”, “life” here is conceptualized as food for the third time, which is the same as in the former two slogans. However, in connection with the context in which it is used, it can be concluded that the conceptual metaphor “Life is bread” is utilized. A loaf of bread can have several slices, so does life. Different slices of life represent variable parts or aspects of life and different parts of life are able to bear variant properties. In this slogan, the advertisers actually mean that Earth Grains is a part of life which bears the property of healthiness and by eating Earth Grains that healthy part can become part of you own life.
The following slogan is used by McDonald‟s, one of the world‟s biggest fast food restaurant chains.
6e) Mac your day (McDonald‟s, 2000)
This slogan is particularly creative and worth analyzing for it combines both metonymy and metaphor, and metaphor is realized through the usage of metonymy.
“Mac” is the nickname of the star product of McDonald‟s called Big Mac. It is a kind of hamburger and is originally used as a noun. Only in this slogan it functions as a verb and could be understood in two ways: Eat your day like eating the Big Mac or Turn your day into a Mac. The conceptual metonymy “Object involved in an action for action” is utilized. “Mac” is the object involved in the action and is used to stand for the action. Only at this point can we can conclude that “day” is conceptualized as food, more specifically the Big Mac hamburger in the slogan.
Many people tend to feel satisfied when they have a big bite of a hamburger with their mouth filled with food. This may be the desired effect for the advertisers.
When you want to feel the pleasure or satisfaction of your day, you can eat at McDonald‟s.
With reference to those in Vietnamese, metaphors denoting “Life is an entity/substance” can also be found in the following slogans.
1v) Một phần tất yếu của cuộc sống (Lavie, 2000)
2v) Trà xanh không độ - Giải nhiệt cuộc sống (00 green tea, 2006) 3v) Cho mỗi ngày tràn đầy sức sống (Plusssz, 2010)
4v) Để sức sống tràn đầy, Plusssz multi mỗi sớm (Plusssz Multivitamin, 2010) 5v) Phong độ của ngày mai (NUVI milk, 2012)
Slogan 1v comes from Lavie, one of popular drink brands in Vietnam.
“Life” is also conceived as a still-not-known object that has at least two parts or sides in this slogan, and one of its vital parts is Lavie. Human beings can not survive without water, and Lavie can be a good choice for human survival.
Ontological metaphor “Life is an entity with at least two sides/parts” is utilized successfully in this slogan.
Slogan 2v can be understood in two ways. Firstly, “life” is regarded as a substance that can be either hot or cold, so it can be made cooler or warmer. The conceptual metaphor “Life is a substance” is used. Secondly, the product, 00 green tea, is personified as an entity that can refresh life (giải nhiệt) and help people feel relaxed and comfortable. Either way, it delivers the message that drinking 00 green tea is a good way to help people reduce stress and make them better and more comfortable.
In slogans 3v and 4v, “life” is understood as a substance, more specifically one kind of liquid, or an object, which can be kept in a box, a vase, or other containers. If there is too much life in the vase, for instance, the vase may be full of and life can spill (tràn đầy). “Life” here can be understood as energy. Drinking Plusssz and Plusssz Multivitamin everyday can make us healthier, stronger, and more active.
In slogan 5v, “day” is conceptualized as an entity, and we can imagine
“Tomorrow is a man”. It has its own characteristics and style and it can become gentle and attractive like a man. “Today” is a normal and casual man, but
“Tomorrow” becomes a gentle and attractive man thanks to NUVI milk.
Consumers will be better, gentler, and more attractive if they drink NUVI milk from now on.
4.2. “Feeling/Desire is an entity/substance”
“Human feeling/desire” is another prevailing target in advertising slogans since the producers and advertisers encourage consumers to believe that the products have the power to make them feel better. In section 4.2, 8 out of 25 slogans in English denoting metaphor “Feeling/Desire is an entity/substance”, accounting for 32%, can be found, while in Vietnamese slogans the number is 15 out of 25, accounting for 60%.
In English, 8 slogans using “feeling/desire” as target domains are analyzed as follows:
7e) Put a smile on. (McDonald‟s, 2002)
8e) Unwrap a smile. (Little Debbie snack cakes, 2000) 9e) Open Happiness (Coca-Cola, 2009)
10e) Real taste, Uplifting refreshment (Coca-Cola, 2009) 11e) Obey your thirst (Sprite, 2000)
12e) Your cup of inspiration (Nescafe blend, Nescafe instant coffee brand, 2000) 13e) Feed your inner child. (McDonald‟s, 2005)
14e) Make up your own mind. (McDonald‟s, 2006)
Among the eight slogans above, the conceptual metaphor in slogan 7e is rather conventional and represents a relatively common kind of metaphorical use in our daily language. The abstract concept “smile” is conceptualized as an entity at the general level so that customers can put a smile on after eating at McDonald‟s.
More specifically, it could also be explained that the source domain is the concept of clothes, similar to expressions like wear smiles.
In slogan 8e and 9e, the conceptual metaphor “Smile/Happiness is an entity” extended and elaborated in a new way. “Smile” and “happiness” are conceived of as something in a parcel or box so that it can be unwrapped or opened.
In terms of context, slogan 8e is used for snack cakes and cakes are often wrapped in boxes. Therefore, “smile” can be understood as something contained in a box and opening the product means unwrapping a smile. Customers can get a smile when they open the snack cakes. Slogan 9e can be understood in the same way.
Opening Coca-Cola means opening happiness. Happiness is contained in the bottle.
A great number of people would feel excited or curious before opening a box or bottle without knowing what is in there. This may be another intended effect of these two slogans.
Slogan 10e bears both the literal meaning and the metaphorical meaning. The word “refreshment” is a polysemy. It can be both understood as the drink and a state of people. When it is understood metaphorically, this slogan is novel and a combination of different kinds of metaphors. “The taste of the soft drink” or “the product Coca-Cola itself” is personified and understood as a human being. A personification, which belongs to the category of ontological metaphor, is realized here. Besides, “the state of customers feeling refreshed and energetic”
(refreshment) is conceptualized as an object that can be „uplifted”. The expressions can be: The taste of Coca-Cola uplifts the state of refreshment or Coca-Cola is real taste and uplifting refreshment. Moreover, advertising slogans are supposed to deliver positive messages about the products. By using the word “uplift” a third kind of metaphor, orientational metaphor, is also realized in this slogan. Our experience with basic human orientation up and down is made use of in the conceptual metaphor “More is up” (Kửvecses 2002: 36). Hence “Uplifting refreshment” means people would feel more refreshed and energetic after drinking Coca-Cola.
In slogan 11e, “thirst” is understood as a living entity or a person that has
as he orders (you obey his order). Metaphor used in this slogan helps the customers know that whenever they are thirsty, they should drink Sprite. It can make them feel satisfied.
In slogan 12e, “inspiration” is conceptualized as a substance, so it can be put or contained in a cup. Metaphor used in this slogan helps the customers know that whenever they drink Nescafe blend, they can have more inspiration, creation, and motivation to work and to achieve success.
More attention is paid to customers‟ desire or longing for the product in slogans 13e and 14e. Advertisers try hard to persuade consumers that the desire is irresistible and they should just follow their heart. Both slogan 13e and slogan 14e are from McDonald‟s and deal with our mental activity before purchasing commodities. In slogan 13e, by the expression “feed one’s inner child”, two possible metaphors are realized. Firstly, it can be understood that a person‟s appearance is different from what he is inside. The “People are layered objects”
metaphor is conventional and common. Expressions like preserve one’s inner child and he is still a child inside are used a lot to refer to the different person inside us.
Secondly, our desire is personified as a child. A personification is also realized. Our extensive knowledge would be triggered by the image of a “child”. A child is still growing, which means that our inner desire to eat at McDonalds is ever growing and we can stop it. This slogan gives out a message successfully. Feeding yourself by eating McDonald‟s is fulfilling your desire in your heart. It is just like feeding a child.
The linguistic expression used in slogan 14e is pretty common in daily use.
We can talk about a person using expressions like he has lost his mind or he changed his mind. Due to the abstract nature of human beings‟ ideas and thoughts, the conceptual metaphor “Ideas are objects” is rather conventional and used regularly. With this special of slogan 14e, “mind”, our decision, is conceptualized as an object. When we have decided to do something, we understand it as that we have made our mind.
With reference to those in Vietnamese, metaphor “Feeling/Desire is an entity/substance” can be easily found.
6v) Hãy để suối nguồn yêu thương tuôn chảy đến bé cưng sắp chào đời của bạn (Enfamama milk power, 2000)
7v) Gắn kết yêu thương (“Gau do” instant noodle, 2012)
In slogans 6v and 7v, “love” and “feelings of being loved” are understood as substances. In slogan 6v, love can flow to beloved babies if their parents buy Enfamama milk power. Giving Enfamama milk power to babies means giving love to them. In slogan 7v, love can be attached or connected closely. Generally, it can be understood that whenever the customers buy or eat “Gau do” instant noodle, their love is attached to one another, and they can express their love to other people.
In slogan: 8v) Thêm nguồn tận hưởng (Number 1 soya milk, 2011), metaphor
“Enjoyment is a substance” is presented. Enjoyment can be added. The conceptual metaphor used in this slogan promotes customers to buy Number 1 soya milk as it is one of the products that make them enjoyable.
9v) Mang lại nguồn cảm hứng sáng tạo mới (Trung Nguyen Coffee, 2003) 10v) Khơi nguồn sáng tạo (Trung Nguyen Coffee, 2011)
Slogans 9v and 10v come from Trung Nguyen Coffee brand. In these slogans, “creation” is understood as a substance, more specifically a kind of liquid, which can be brought to us (slogan 9v) or stirred (slogan 10v). The message conveyed in these two slogans is that when people run out of ideas or new ideas, they should drink Trung Nguyen Coffee because it can make their stuck stream of creation flow smoothly. In other words, human creation can be inspired by drinking Trung Nguyen Coffee.
In slogan 11v) Ngon bùng nổ mọi giác quan (Sagami instant noodle, 2014),
“senses” are understood as substances, such as bombs, so they can explode (bùng nổ). This slogan can be understood that Sagami instant noodle is so good and delicious that it can stimulate or excite all of human senses. The customers should
12v) Cay ngon cho bùng cảm xúc (Chinsu chilli sauce, 2000) 13v) Huda - Khơi dòng cảm xúc (Huda beer, 2014)
Similarly, metaphor “Feeling is a substance” is found in slogans 12v and 13v. In slogan 12v, feeling can explode just like a bomb when the customers enjoy Chinsu chilli sauce. Their feeling is stimulated in a positive way. There are two metaphors found in slogan 13v. The first one is “Feeling is a substance”.
“Feeling” is understood as a kind of liquid stirred by the customers. The second one is “The product to sell is a person”. Here, “Huda beer” is understood as a person that can stir the feeling of the customers. Metaphors used in this slogan help the customers know that drinking Huda beer is a good way of stimulating their senses and making them better.
14v) Cuộn trào sảng khoái – Bật tung năng lượng (Number 1 Lemon, 2012) 15v) Bùng nổ vị chanh, nạp nhanh năng lượng (Number 1 Lemon, 2015)
In slogan 14v, “refreshment” is understood as a substance that is plentiful and whirls; “energy” is conceptualized as an object, like a bomb, which can explode and. In slogan 15v, “the taste of lemons” is understood as substance;
“energy” is also conceptualized as a substance. The taste of lemons can explode like a bomb and energy can be added or charged when drinking Number 1 Lemon.
The message conveyed in these two slogans is that drinking Number 1 Lemon is a good ways of refreshing yourselves and making you more energetic and active.
16v) Xoá tan căng thẳng (Chipchip instant noodle, 2013)
“Tension” is conceptualized as a substance in this slogan. Tension can be dispelled or left out. Metaphor used in this slogan helps the customers know that tension will not be a problem whenever they eat Chipchip instant noodle.
17v) Đột phá hương vị - Lăn tăn sảng khoái (Ikun green tea, 2014)
In this slogan “human refreshment” is understood as a substance, more specifically a kind of liquid, which can ripple. Ikun green tea has a big change in its favor, and this product is also a good choice for customers who want to relax and feel refreshment.
18v) Khuyến học đèn đom đóm – Thắp sáng ước mơ (Dutch Lady Vietnam, 2003) 19v) Chắp cánh ước mơ, bé thêm cao lớn (Smiling cow, 2010)
In both slogan 18v and 19v, “dream” is conceptualized as an entity. It can be enlightened or given wings in slogan 18v. In slogan 19v, thanks for Smiling cow, which support dreams, the dream of children will come true.
20v) Bia sài Gòn special – Chất men của thành công (Sai Gon Special beer, 2013)
In this slogan, “success” is understood as a substance and it can be formed by a kind of enzyme, Sai Gon Special beer. Drinking it may promote human success and career.
4.3. “States/Characteristics are locations”
This metaphorical concept can be found in two slogans in English, accounting for 8.0%, and only one slogan in Vietnamese, accounting for 4.0%. The abstract concept of “states of mind” or “characteristics of the product” is understood as people‟s common knowledge of locations. Structural metaphors are used effectively.
15e) Things that will make you go MMMMMM. (McDonald‟s, 2002) 16e) A million Miles from Humdrum. (Chicago Town pizza, 2009)
In those cases, “our knowledge of locations” is drawn on to understand abstract concepts such as “states of people feelings” and “moods”. The conceptual metaphor “States are locations” appears form time to time in daily linguistic expressions (Kửvecses 2002: 135). It could also be understood as “Changes are movements” metaphor since go signifies the change of moods. These two comprehensions do not contradict to each other, but correspond with each other and are the prerequisites of one another. States can be understood as locations so that changes to states can be understood as movements from one location to another.
Many of us have the experience that after having a square meal, we would feel satisfied and make the sound “MMMMMM”, a human manifestation of emotion to