Nghiên cứu về ẩn dụ đa phương tiện trong các TVC quảng cáo của coca cola và pepsi

VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST- GRADUATE STUDIES PHẠM THỊ THU HIỀN A STUDY ON MULTIMODAL METAPHOR IN COCA- COLA AND PEPSI’ TELEVISION COMMERCIALS (NGHIÊN CỨU VỀ ẨN DỤ ĐA PHƯƠNG TIỆN TRONG CÁC TVC QUẢNG CÁO CỦA COCA- COLA VÀ PEPSI) MA THESIS – TYPE Field : English Linguistics Code : 8220201.01 HANOI – 2018 VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST- GRADUATE STUDIES PHẠM THỊ THU HIỀN A STUDY ON MULTIMODAL METAPHOR IN COCA- COLA AND PEPSI’ TELEVISION COMMERCIALS (NGHIÊN CỨU VỀ ẨN DỤ ĐA PHƯƠNG TIỆN TRONG CÁC TVC QUẢNG CÁO CỦA COCA- COLA VÀ PEPSI) MA THESIS – TYPE Field : English Linguistics Code : 8220201.01 Instructor : Nguyễn Thị Minh Tâm, Ph.D HANOI – 2018 DECLARATION I hereby certify that the thesis titled ‘A Study on Multimodal Metaphor in Coca - Cola and Pepsi’ Television Commercials’ is the result of my own work in partial fulfilment of the requirements for Degree of Master of Arts of Faculty at Post - graduate Studies, University of Languages and International Studies, Vietnam National University of Hanoi The research has not been submitted to any other universities or institutions Signature ACKNOWLEDGEMENTS For the fulfilment of the master thesis, first and foremost, I would love to express my deepest gratitude to my supervisor Dr Nguyen Thi Minh Tam for all her invaluable comments, counsel and her whole-souled instructions as well Beside my advisor, my sincere thanks are sent to all my colleagues at the faculty of Foreign Languages at Hanoi Pedagogical University No.2 for their suggestions that enable me to complete my study My heartfelt thanks would also go to my institution – Hanoi Pedagogical University No.2 for giving best conditions to study at University of Languages and International Studies for my postgraduate program and carry out the thesis over a long time Finally, I owe a debt of gratitude to my family for their supports and care during the completion of my study ABSTRACT There is no shadow of doubt that human beings have been employing metaphor in almost all aspects of life even though they are sometimes unaware of the fact And the professional world of scholars has already taken the notion of metaphor into account Especially after the publication of the work named Metaphors We Live By in 1980 by Lakoff and Johnson, the notion of metaphor was exploited conceptually and seemed to have more practical applications The thesis was done to investigate how multimodal metaphor has been used in Coca- Cola and Pepsi’ television commercials accompanied by a comparison between two companies The present study includes four main chapters: literature review, methodology, findings and discussion, and conclusions Findings show that both brands take full advantage of visual, verbal and sonic modes, despite different degrees, to represent groups of metaphorical themes Similar and different aspects in their usage of, multimodal metaphor were also disclosed in the study Table of contents DECLARATION i ACKNOWLEDGEMENTS ii ABSTRACT iii LIST OF FIGURES AND TABLES vi PART A INTRODUCTION 1 Rationale Research questions Significance of the study Scope of the study Design of the thesis PART B DEVELOPMENT CHAPTER LITERATURE REVIEW .5 APPROACHES TO METAPHOR 1.1 Before Cognitive Linguistics 1.2 Cognitive Linguistics .7 MULTIMODAL METAPHOR .9 2.1 Multimodality and monomodality 2.2 Features of a multimodal metaphor .11 2.3 Modes in a multimodal metaphor: Classification and interaction .13 2.4 Multimodal metaphor and the genre 15 EMPIRICAL STUDIES .18 CHAPTER SUMMARY 20 CHAPTER METHODOLOGY 21 Description of the data 21 Methods of the study 21 Analytical Framework 23 Data Analysis Procedure .25 Chapter summary 26 CHAPTER FINDINGS AND DISCUSSION 27 3.1 Statistical findings .27 3.1.1 Coca – Cola 27 3.1.2 Pepsi .28 3.2 Qualitative findings 29 3.2.1 Multimodal metaphor in Coca- Cola TV commercials 29 3.2.2 Multimodal metaphor in Pepsi TV commercials 46 3.3 Discussion of research questions 62 3.3.1 Answer to research question 1: ‘How is multimodal metaphor used in the TV ads of Coca - Cola and Pepsi?’ 62 3.3.2 Answer to research question 2: ‘What are similarities and differences in using multimodal metaphor of the two soft drink brands?’ .63 3.4 Chapter summary .64 PART C CONCLUSIONS 65 Recapitulation of main ideas .65 Limitations 66 Recommendations for further studies 67 REFERENCES 68 APPENDICES I LIST OF FIGURES AND TABLES Figure Subdivision of Modes - Forceville (2007: 20) Figure Metaphorical Themes Frequency in 15 Coca- Cola's TVCs Figure 3: Metaphorical Themes Frequency in 15 Pepsi's TVCs Table 1: Sample Analytical Framework Table 2: Mappings of the CM Love is a journey Table 3: Mappings of the CM Drink is a journey PART A INTRODUCTION In this part, the researcher explains why she chose the research topic and indicates aims, scope and design of the study Two raised research questions were clearly stated Rationale Metaphor was considered as an exclusively figurative phenomenon which had little or no place in everyday language until the 19 th century Yet, since Lakoff and Johnson published their work named Metaphors We Live By in 1980, the notion of conceptual metaphor theory (CMT) has ruled metaphor studies Here, metaphors are primarily a phenomenon of thought rather than of language, which have been applied to all corners of life such as literature, economy and especially recreational and media areas Additionally, as a result of the quick social commercialization and the surge of media, advertising becomes one of the most efficient ways of broadcasting products, and a fundamental part of our life as well as ‘a major manifestation of conceptual metaphors’ (Kövecses 2002: 59) In the realm of advertising, metaphor is regarded as an integration of words, images, sounds and meanings A well-selected metaphor will significantly provoke shoppers’ inspiration to buy a certain product Forceville (2008) asserts that it is vital to study nonverbal and multimodal metaphors systematically to test claims made about conceptual metaphors Within Conceptual Metaphor Theory framework, multimodal metaphors are defined as those metaphors whose target and source are rendered exclusively or predominantly in two or more modes and the verbal is in many cases just one of them (Forceville: 2006; see also Forceville: 2008; Forceville and Urios Aparisi: 2009a) The possible modes likely consist of written and spoken language, static and moving images, music, nonverbal sounds, and gestures (Forceville and Urios-Aparisi: 2009b) The researcher was impressed by Coca - Cola and Pepsi – two typical soft drink brands in the beverage industry Both have invested a lot in commercial strategies to propagate their names worldwide One of reasons for their success may come from their advertising campaigns with TV commercials (TVCs) combined by different modes ranging from images, sounds and words The researcher questions the use of multimodal metaphor on those TVCs in broadcasting the items and grabbing the audience’s attention; hence, she is so curious to a thorough research into this area For the aforementioned explanations, the thesis mainly concentrates on analyzing the multimodal metaphors used in TVCs of two brands Coca-Cola and Pepsi within the Conceptual Metaphor Theory, from which some comparison will be made between the two brands Research questions A great number of works within the Conceptual Metaphor Theory have been done, but concentrate only on one aspect of the metaphor Even if they did consider various modes, their areas are totally different, so hardly can the researcher find a research of the same field and topic The present paper analyses metaphor as a complex phenomenon and argues that the genre and modes interact to create a meaningful message to advertise the target items The problem raises the following research questions: How is multimodal metaphor used in the TV ads of Coca - Cola and Pepsi? What are similarities and differences in using multimodal metaphor of the two soft drink brands? The research’s aims were to identify multimodal metaphors and relationships between their target and source domains in expressing certain messages followed by a comparison in using multimodal metaphors of the two big names The corpus included two series of 30 TV commercials taken from the website iSpot.tv escape their respective journey of aren't so frigid, an the verbal written expressions walls, leaping across animated ice cold Coke can ‘Taste the feeling’ in which an town via buildings, creatures help beat the heat abstract concept of feeling and skyscrapers, and cars, all emotion is made into the physical the way to the bottles, one that possess flavors and can which be they ultimately tasted Three modalities raise in a joyous toast contribute to spreading the final -A trio of Coke bottles message of the ad that no matter that appear in a billboard who you are, there's a Coke for across the way (They you When three colorful mural include Coke, Coca-Cola characters get thirsty on a hot day, Life Zero they can't help but crave an ice but newly cold Coca-Cola.The sweet scene redesigned Diet Coke is at the end of the ad when they nowhere to be seen) altogether enjoy their success Sugar, and Coke demonstrates that the love for the Coke exactly costs them a journey to go 19 4.2.1.5 A drink is a food’s lover C14 (2018 – 30s) Food feuds- Tailgate Commerci Visual al code C14 Mode Verbal Spok Written Related contextual Sonic Sound Music Meaning information en lively settings in which the backgr The in the campaign - Despite presence of three basic all of these sports fans people ound soundtrack ‘Serve with a Coca- modalities, just verbal and visual pair their game day and are self- sounds race day meals with narrating of daily of Coca-Cola Some in activiti choose to eat burgers, spoken es, the King’ food and the modern ribs and hot dogs, while language games meal experience – others enjoy slightly and more adventurous end options like crawfish, the ad, a of journey pollo asado and written animated ‘In the Hall Cola’ aired in 2018 to factors devote to reveal the the engage people in Mountain (Edvard the and the Grieg) of sound openin their love affair with to from food halls to illustrate the food trucks ‘Serve 20 of with a Coca-Cola’ brings out a new common messages and metaphors - the main CM ‘A DRINK IS A LOVER’ Food must be paired with the Coke because they are best couple making up a food love story In this video, it is the love story of Coca- Cola and burgers Whatever kinds of burgers, the hummus something appearan that clearly confuses a ce man at the grill ‘Serve with g the creatures of Coke documentary-style television commercial that’s a airing in English and Coca- Spanish nationwide Cola’ and will extend comes throughout the year out best partner with them is just the Coke and got to be the Coke Whether coupled with the salty crunch of tacos, the mouthwatering taste of a chargrilled steak, or a freshly made grilled chicken sandwich– a delicious, refreshing Coca-Cola is still the perfect complement to any plate 4.2.2 Multimodal metaphor in Pepsi TV commercials 4.2.2.1 A drink is a food’s best partner P07 (2017 – 30 seconds) Little Caesars Pizza Hot-N-Ready Lunch Combo - Busy People Commercia l code P07 Visual Mode Verbal Spoken Written Related Sound - First scene: People a man acts ‘4 slices + backgr happily walk into the as a Sonic Music contextual information soft music Little Caesars® Pepsi’ ound 21 Meaning The multimodal metaphors are Little Caesars Pizza narrator and ‘$5 sounds restaurant to get their ‘Little Hot- N- of pizzas Ready restaura by Pepsi bottles in Pizza Lunch nt and their hands At the lunch Combo offices same time, we can combo is ( 11 a.m – see key words such as ready 2p.m accompanied Caesars Little Caesars Pizza when you or Combo were walk in so written on the printed it's perfect billboards for busy - Second scene: In the people the rated the “Best triggers, not much from sonic one Value” amongst because the aural mode is just the the top quick- background music and sounds which service not deliver any message America, is every giving bargain- day!’ savvy, pizza- ‘Little loving guests a Caesars lunchtime Pizza’ favorite for a crazy value For up saying ‘Yes’ with right?’ and a limited-time officers only, the HOT- -Final scene: the main reply advertisement basically generated by verbal and visual restaurants in office, people stand Isn't that the two products Pizza, the chain N-READY® ‘Yes’ In Lunch Combo, the end, featuring four ‘Pizza slices of Little Pizza’ is 22 - Two modes are co-working in the first two scenes, pointing out that the busy people are the company’s target customers; furthermore, pizza and Pepsi are best partners helping people have best meals in hardworking days Perhaps, the idea comes from the fact that with the growing demand for wellpriced lunch options, offer the Lunch Combo, which is a great value at regular price, should be offered for this bold deal to show the hungry and hardworking that it is possible to have spoken Caesars® pizza, both quality and convenience at a price paired with a that doesn’t break the bank It’s also a Pepsi, is only $5 delicious and satisfying alternative to plus applicable the standard quick-service lunchtime tax at fare like a burger and fries participating U.S locations P12 (2018 – 15 seconds) The Weekend is Here Commerci Mode Verbal Spoken Written Visual al code P12 An ice cold Pepsi Spoken Pepsi & followed by the narration with slogan scene that three core idea ‘For friends head to a ‘Because local taqueria to Pepsi, it's got a you’re celebrate the date with your craving’ Related Sonic Sound Music contextual information background sounds the whatever 23 Meaning The TV shot An ice cold glass of Pepsi comes to came out in light at first that delivers a feeling of the ‘For refreshment and revitalization for whatever the you’re emotions are existent in a weekend’s sequential moments These weekend with taste buds tacos and Pepsi, Because of course After weekend is here that, series of and delicious dishes taking and people drinking the Pepsi the craving’ meal of three friends with tacos and campaign in Pepsi on the table 2018 you’re - A diversity of follow – up moments tacos pile on the must – have relation whether asada, between the brand and food Only carnitas or when paired with the Pepsi, can such are broadcast The maybe tacos al tasty kinds of food become mouth- logo and the pastor whatever watering with true flavors brand name you’re craving appears at the This is the Pepsi - The metaphor can be verbalized as end for you PEPSI IS BEST PARTNER OF FOOD The two domains become identifiable easily through the verbal and visual constituents 4.2.2.2 A drink is our time P14 (2018 – 30s) This is the Pepsi Commercial Visual Mode Verbal Spoken Written Related contextual Sonic Sound Music 24 information Meaning code P14 The spot features iconic The spot is Slogan The song celebrities of Pepsi’s past and narrated ‘Celebrat Boogie Feet present, including Britney by Jimmy ing every - Kesha Spears, Michael Jackson, Jeff Fallon, generatio Featuring Gordon, ‘Uncle Drew,’ and a and as n’ Eagles of cameo from the famous previously Death DeLorean Time Machine announced Metal from ‘Back to the Future.’The logo stands next to the written slogan in blue background Pepsi also apparently Pepsi is time, energizes the ‘Back from the past to to the Future’ even the future DeLorean AND Jeff Although Gordon's race car advertisement Even Cindy consists of Crawford, along enough three with her fellow- modalities, verbal model son, returns to and visual aids the scene are the principle the vehicles 4.2.2.3 A drink is a companion of joy and refreshment P09 (2014 – 30 seconds) Explosively Cherry Commercial code Visual Mode Verbal Spoken Written Related Sonic Sound Music contextual informatio n 25 Meaning P09 A man at a gas station Spoken and The slogan A opens ‘Live a Pepsi Wild written Cheery and the cherries expressions similar for sound now’ is also opening pop off of a nearby co-appear at indicated Pepsi woman's dress A man's the end smiles cherry-shaped floaty ‘Pepsi wild explodes and music three modes and metaphorical juxtaposition are comparable non-literally to reach the underlying note that cracking, opening a Cherry surprising and joyful moments Take this chance because the Cherry Pepsi and watch flavor the backgroud The explode around you bring you into Explosively fireworks Crack open a cherry cherry of vibrant Pepsi and watching cherry flavor pops in a pool A cherry cherry sign the drink is as valuable as your time explode If around you you want to experience cheerful moments right now, the pictures of a red not hesitate to get one Pepsi cherry, a glass of Pepsi and a can of Pepsi stand together 26 P13 (2018 – 30s) Uncle Drew – Timeless Com - Visual merc Mode Verbal Spoken Wri Sou tten nd ial code P13 Related Sonic Music The main character is A man- vibrant narrating his story from his voice over accompanied youth to his old age The the Pepsi is present in every of of the video his life moment The main inserted setting is the basketball with court which is associated other voices with his career as a of the two basketballer ladies course music Meaning contextual information Pepsi follows Uncle Drew, played by NBA star Kyrie Irving, through the decades, doing what he does best: working up a thirst and getting buckets Whether he's breaking ankles or breaking some hearts, Irving's alter ego says an ice-cold Pepsi Cola always brings refreshment and he's been drinking it for a long time and two athletes - Pepsi is a carrier of revitalization When on we sip an ice cold Pepsi, we will refresh the sports ourselves with extremely cool feelings - 27 fields The phrase ‘future tastes good’ and all visible sights moving from the Irving’s youth to his old age, another idea comes out that Pepsi is not for the past or present, but also for the future In fact, it is for all generations as Pepsi is our time and our life When Pepsi is with us, even it has not happened yet, but for sure our future will be good and refreshing; that is, ‘it tastes good’ P06 (2014 – 60 seconds) Good Times ComVisual mercial code P06 Mode Verbal Spoken Written Related Soun Sonic Music contextual information d A sunny and dynamic Man – Real summer day with lots of voiced summer people Pepsi’; joining outdoor narration big Summer – joyful inspiring 28 Meaning and Summer was made for good times and when Pepsi comes to town they bring good vibes activities A big Pepsi all along ‘Something background truck comes downtown, of the ad big is coming music distributing the soda to real big’ to the music city, Nashville, by More impressively, a of airplanes for a real big summer party is and great times performing on the sky, writing the took three new flavors of Pepsi Made with Real Sugar with a surprise for passersteam to a whole new level Pepsi company’s tagline To end, people are happily enjoying the drink, even the old pilot raising his hand with a Pepsi can P08 (2017 – 25 seconds) On the Rocks 29 Com- Mode Verbal Spoke Written Visual merci al code P08 Related Sound Sonic Music contextual information n Breaking out of the ice, Slogan Pepsi makes its way from ‘Break can to glass with refreshing the Pepsi’ Out fizz and flare for a classic The song ‘On Pepsi is a companion of the rock’ by refreshment Yes You are feelings and Enjoy cool it and experience that feeling close up look Meaning P10 (2017 – 15 seconds) Delicious Refreshing Commerci Visual al code P10 Mode Verbal Spoken Written Related contextual Sonic Sound A can of Pepsi Big- capitalized Cracking slides down an slogans icy countertop, sparkling appear cracks twice open and pours itself Music Meaning information and Pepsi is a companion of The very short TV pouring sounds shot with concise content is exposed visually, verbally ‘DELICIOUS – 30 refreshment feelings and Enjoy cool it experience that feeling and into a glass REFRESHING +Pepsi – PEPSI’ logo - Pepsi is an explosion of and sonically Three modalities are on the appears at the same side and in end perfect teamwork refreshment with great taste Once we take a sip, we seem to be recharged with more energy and cooler feelings 4.2.2.4 A drink is a sports cheerleader/ supporter P02 (2014 – 15 seconds) ‘Futbo and Pepsi’ ComVisual mercial code P02 Mode Verbal Spoken Written Related Sound Sonic Music Meaning contextual information The shot features Lionel Slogan ‘ Live Lively These triggers lead to Messi The setting of a for now and ‘ accompanied an charming Lionel Futbol music stands out Pepsi and football are Messi turns up smartly Pepsi’ a team members and the town, & with snacks in his hand beautiful morning drink indication is He bends down to retrieve cheerleader a Pepsi from a vending sport machine, and an old man 31 that supporter/ of the sitting next to the machine snags a chip from his bag of Lays The man tips his hat to Messi It is time for football and Pepsi presented by an ice cold Pepsi Pepsi can and the big football behind them in the blue background P04 (2015 – 30 seconds) Halftime Touches Down Commercial Visual Mode Verbal Spoke Wri Related Sonic Sound 32 Music contextual Meaning code P04 n The Pepsi vending machine acts No tten No information poor in this an alien flying to the earth and mode, just creates a big whole pulling many background things such as the big Pepsi truck, sounds of the some Pepsi cans, the guitars and extraterrestrial Overall The very short TV shot with concise content is exposed visually, the blue hair of a mannequin verbally and After that, a magnificent stadium sonically Three with the Pepsi logo in the middle modalities are of the football ground The crowd on the same side surprisingly rush out of the street and in perfect to witness such an abnormal teamwork phenomenon They seem to be so excited when seeing the stadium 33 allocated messages visually are because there is not any verbal sign and so poor in sonic modality - the soda is the unique backer rousing atmosphere the during halftime It maintain the is here heat the to and enthusiasm of fans, making them keep waiting happily and amusingly for the match ... A STUDY ON MULTIMODAL METAPHOR IN COCA- COLA AND PEPSI TELEVISION COMMERCIALS (NGHIÊN CỨU VỀ ẨN DỤ ĐA PHƯƠNG TIỆN TRONG CÁC TVC QUẢNG CÁO CỦA COCA- COLA VÀ PEPSI) MA THESIS – TYPE Field : English... 3.1.1 Coca – Cola 27 3.1.2 Pepsi .28 3.2 Qualitative findings 29 3.2.1 Multimodal metaphor in Coca- Cola TV commercials 29 3.2.2 Multimodal metaphor in Pepsi TV... Forceville (2007: 20) Figure Metaphorical Themes Frequency in 15 Coca- Cola' s TVCs Figure 3: Metaphorical Themes Frequency in 15 Pepsi' s TVCs Table 1: Sample Analytical Framework Table 2: Mappings