Happiness is drinking beer: A cross-cultural analysis of multimodal metaphors in American and Ukrainian commercials

James P. Lantolf, Larysa Bobrova

Research output: Contribution to journalArticle

4 Scopus citations

Abstract

This paper examines multimodal conceptual metaphors in a corpus of 32 American and Ukrainian beer commercials. The dominant metaphor in both cultures is HAPPINESS IS DRINKING BEER, with a secondary metaphor BEER IS A PERSON. The Ukrainian commercials exhibit a third metaphor that appears in a very subtle way in the American commercials: LOVE FOR THE MOTHERLAND IS DRINKING BEER. The analysis reveals cross-cultural variation in the mappings and entailments of the metaphors. We argue that this variation is not just a matter of divergent advertising strategies but is a manifestation of differences in the conceptual understandings of happiness, beer drinking, friendship, and patriotism in both cultures.

Original languageEnglish (US)
Pages (from-to)42-66
Number of pages25
JournalInternational Journal of Applied Linguistics
Volume22
Issue number1
DOIs
StatePublished - Mar 1 2012

All Science Journal Classification (ASJC) codes

  • Language and Linguistics
  • Linguistics and Language

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