engleski

A Multimodal Analysis of Cosmetics Advertising

As one of the major theory within cognitive linguistics, conceptual metaphor helps us understand how we shape our thoughts and actions and how meaning is construed. This paper analyses cosmetics advertisements employing the Feminist Critical Discourse Analysis and also, aims to show how conceptual metaphor helps to identify messages presented in advertisements. The paper analyses 10 TV make up advertisements from 8 different brands, all of which have women as their target audience. Due to the fact that conceptual metaphor is not limited to linguistic expressions and can, therefore, be realized non-verbally, the analysis of selected advertisements is multimodal. Visual and auditory elements have been analysed in order to see how multimodality is used to convey the selling point of the product coded into a conceptual metaphor.

conceptual metaphor, advertisements, cosmetics

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