AN EXPLORATION OF MULTIMODAL METAPHOR IN VINACAFÉ ADVERTISEMENTS: A TASTE OF VIETNAMESE CULTURE
Vol. 134 No. 6B (2025), Journal of Social Sciences and Humanities
Vol. 134 No. 6B (2025)

AN EXPLORATION OF MULTIMODAL METAPHOR IN VINACAFÉ ADVERTISEMENTS: A TASTE OF VIETNAMESE CULTURE

Journal of Social Sciences and Humanities
https://doi.org/10.26459/hueunijssh.v134i6B.7634
Published 2025-06-21
Thanh Hai Dong
PhD student at University of Foreign Languages and International studies, Hue University
Vien Truong
University of Foreign languages and International studies, Hue University
Van Huy Nguyen
University of Foreign languages and International studies, Hue University

Keywords

Multimodal metaphor
Vinacafé
Vietnamese culture
advertising strategies
brand loyalty

Abstract

This study examined the use of multimodal metaphors in Vinacafé’s advertising campaigns from 2004 to 2022, analyzing how visual, auditory, and verbal elements combined to construct compelling narratives that resonated with Vietnamese cultural values. By utilizing Conceptual Metaphor Theory (Lakoff & Johnson, 1980), Multimodal Discourse Analysis (Kress & van Leeuwen, 2001), and Forceville’s (2009) framework for multimodal metaphor analysis, this research explored how Vinacafé’s advertisements transcended simple product promotion to act as rich cultural symbols. Through a mixed-methods approach of quantitative and qualitative analyses, the study evaluated the frequency and types of metaphors across different modalities and examined their effectiveness in shaping consumer perceptions. Findings indicated that Vinacafé strategically employed metaphors such as "COFFEE IS NATURE," "COFFEE IS LOVE," "COFFEE IS STRENGTH," and "COFFEE IS TRADITION" to reinforce brand identity, foster emotional engagement, and enhance cultural resonance. This approach provided valuable insights for enhancing consumer loyalty and developing culturally grounded advertising strategies.

Key words: Multimodal metaphor, Vinacafé, Vietnamese culture, advertising strategies, brand loyalty.

https://doi.org/10.26459/hueunijssh.v134i6B.7634

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