A Multimodal Cognitive Approach to the Conceptualization of Coffee

Abstract

Metaphor is pervasive in our lives. In recent years, linguists have been prone to believe that metaphor is not only a figure of speech but also a way of thinking. It has been studied in a wide range of fields in which advertising is a typical one. In order to explore the conceptualization of coffee advertisements and Chinese coffee advertisements, the present paper combines multi-modal metaphors and primary metaphors to present the promoting points of Luckin Coffee and Nescafe advertising based on a look at their promotion of coffee’s taste, efficacy, and their cultural beliefs. The results show that the two companies use the same primary metaphor to highlight the taste of coffee. Coffee’s refreshing function is highlighted in Nescafe advertising but not in Luckin’s. In the cultural concept aspect, Nescafe advertisements encourage passion and individualism; while Luckin prefers the peace of the inner heart and the harmony between man and nature, its advertisements also tend to bring consumers aesthetic enjoyment by using wonderful words and images.