A Small-scale Study of Conceptual Metaphors in Casino Advertising

Lei Pei(Guangdong Vocational Institute of Public Administration)

Abstract

In contrast to traditional linguistics, which views metaphor primarily as a rhetorical device, cognitive linguistics sees it as a fundamental cognitive process inherent to human thoughts. The conceptual metaphor theory, proposed by Lakoff and Johnson, continues to be a subject of intense scholarly debate. Numerous studies have examined conceptual metaphor from various perspectives, but research specifically focusing on advertising discourse is still limited. Advertising is constantly present in our lives, whether we are conscious of it or not. It holds a significant influence in our daily lives and communication. As we know that advertisers tend to make use of metaphors, and an analysis of their usages can provide valuable insights into their role in advertising discourse. The purpose of this paper is to extend the application of conceptual metaphor theory to the unique context of Macau’s casino advertising. Through a small-scale study, the author aims to identify types of metaphors used in casino advertising and gain an understanding of how they are strategically employed to attract customers.

Keywords

Conceptual metaphor; Casino advertising; Mapping

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DOI: http://dx.doi.org/10.12345/jetm.v8i3.18634