EXPLORING THE LANGUAGE OF FASHION THROUGH CONCEPTUAL METAPHOR IN VOGUE SUMMER 2024 MAGAZINE

Abstrak

This research uses Conceptual Metaphor Theory to examine the use of metaphorical language in the Summer 2024 issue of Vogue magazine. By looking at how fashion uses metaphors to convey meaning. By referring to the theoretical framework of Conceptual Metaphor by Lakoff and Johnson (2003) and the theory of Fashion as Communication by Barnard (2002), this research discusses how metaphors are used to help think and communicate in fashion journalism. The method used is descriptive qualitative to identify, classify, and analyze metaphorical expressions in a selected collection of writings or articles. The study found a total of 40 data, which were categorized into 22 ontological metaphors, 11 structural metaphors, and 7 orientational metaphors. The metaphors were further classified based on the category of fashion language: 18 data as Fashion as Individual Expression, 10 as Fashion as Non-Verbal Language, 7 as Fashion as Cultural Communication, and 5 as Fashion as Social Communication. The findings show that metaphors in fashion discussions are not just wordy, but play an important role in helping to make abstract ideas - such as identity, beauty, grooming and emotions - into tangible, relatable experiences. Through its metaphorical use, Vogue shows that fashion can be a means of self-expression, cultural narrative and emotional influence. The results of this study emphasize the importance of metaphors in shaping the way fashion is communicated, understood and emotionally experienced by readers.