AN ANALYSIS OF METAPHOR IN INSTAGRAM’S ACCOUNT ADVERTISEMENT
DOI:
https://doi.org/10.33019/fna5gh87Keywords:
Doritos, KFC, Metaphor, Pringles, SemanticsAbstract
The purpose of this study is to identify sentences in nine advertisements that contain metaphorical expressions as described by Kövecses. This analysis also explains how metaphors shape customers perspectives regarding their engagement with the products in the nine advertisements, explaining the relationship between the meaning of metaphorical advertisements and Instagram users responses to the photo sentences featured in the advertisements. This study uses qualitative research methodology to analyze data related to metaphorical sentences or phrases. This research reveals nine data related to metaphors, found types of metaphors including nine conceptual metaphors, five embodied metaphors, four cultural metaphors, and six situational metaphors. This research shows that conceptual metaphors play a dominant role in advertisements. For the analysis of the Instagram user comments, it was concluded that the responses received from the users showed that they were interested in buying product, gave humorous comments and many of them gave positive comments regarding the intention of the advertisements.
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Copyright (c) 2025 Abang Azzifa Zamani, Diana Anggraeni, Bob Morison Sigalingging
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License.
