AN ECOLINGUISTIC ANALYSIS OF THE USE OF METAPHOR TO ENHANCE THE VALUE OF PRODUCTS IN ADVERTISEMENTS

Abstract

Purpose of the study: The study investigates metaphors in advertisements from the perspective of ecolinguistics.  It focuses on the reasons for which the manufacturers use metaphors for the advertising of their products. It also aims to find the role of metaphor in arising feelings of the consumers towards the products. Methodology: The data have been collected from the official website of four multinational companies named A, B, C, and D.  Only thirteen advertisements are analyzed in this research. The selection is made based on the use of metaphor in the advertisements—theory of Conceptual metaphor by Lakoff and Johnson (2008) and Stibbe (2015)’s Model of encolinguistic analysis guided the mode of the present research. Main Findings: It is found that the manufacturers make use of metaphors to grab the attention of the audience towards the product through its sensual appeal. Moreover, the advertising agencies assign some other entity qualities through meta help in the positive evaluation of their products’ value. Application of the study: Since the research analyzes metaphors in advertisements, it helps educate the common masses about metaphors and their impact on the customers’ feelings. The affiliation of the advertised products with positive qualities or entities makes the product the right choice for the audience and enhances its value. Novelty/ Originality of the study: The study is novel because it investigates the reasons for using metaphors in advertisements and how it helps the manufacturers persuade consumers to buy their products. The use of metaphor enhances the value of the products. In contrast, the consumers overlook the product’s importance and get the product’s illusion as something bringing feelings of joy and pleasure to the consumers.