Multimodal metaphors in vietnamese and american beverage commercials

VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STUDIES  ĐẶNG THANH ĐIỀM MULTIMODAL METAPHORS IN VIETNAMESE AND AMERICAN BEVERAGE COMMERCIALS (Ẩn dụ đa phương tiện quảng cáo đồ uống Việt Nam Hoa Kỳ) M.A MINOR PROGRAMME THESIS Field: English Linguistics Code: 8220201.01 Hanoi – 2021 VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STUDIES  ĐẶNG THANH ĐIỀM MULTIMODAL METAPHORS IN VIETNAMESE AND AMERICAN BEVERAGE COMMERCIALS (Ẩn dụ đa phương tiện quảng cáo đồ uống Việt Nam Hoa Kỳ) M.A MINOR PROGRAMME THESIS Field: English Linguistics Code: 8220201.01 Supervisor: Nguyễn Thị Minh Tâm, PhD Hanoi - 2021 DECLARATION I certify that the minor thesis entitled “Multimodal metaphors in Vietnamese and American beverage commercials” is the result of my own research and has not been submitted partially or wholly to another degree or diploma at any universities or other institutions Hanoi, 2021 Student Đặng Thanh Điềm i ACKNOWLEDGEMENTS This paper would not have been completed without the support of many people, to all of whom I am profoundly indebted First, I would like to acknowledge my truthful gratitude to my supervisor, Dr Nguyễn Thị Minh Tâm, for her valuable comments, constant support and encouragement My special words of thanks are sent to all the lecturers of the Department of Post-Graduate Studies, University of Languages and International Studies, Vietnam National University Hanoi, for their useful lectures and materials which are of great value to my thesis My sincere thanks also go to my colleagues in the Faculty of Foreign Languages and Informatics, Hoa Lu University for their willingness to support me in my teaching job during the time I conducted the study Last but not least, I owe my gratitude to my family for their wholehearted care and encouragement during the completion of my thesis Hanoi, 2021 ii ABSTRACT Multimodal metaphor has become a necessary and indispensable stage of conceptual metaphor research This new categorized research field of multimodal metaphor is involved in all aspects of life including advertising, political cartoons, comics, spoken language, gesture, music, sound and film (Yang, 2015) The study is an investigation into the use of multimodal metaphors in Vietnamese and American beverage commercials Twenty-four selected videos from eight beer brands (four for each promotional culture) are analyzed via the processes of realization (based on the analytical tables) to specify the usage of modes and possible metaphorical meaning in each commercial; interpretation to clarify the metaphorical themes, modality usage and message conveyed; and explanation to discuss the similarities and differences of the utilization of metaphors in these advertisements (under four criteria) The results of the data analysis indicate that multimodal metaphor is employed in all Vietnamese and American commercials with six common source domains All the three modes (visual, verbal and sonic) are in harmonious combinations to cue the domains despite the unequal distribution and the variety of modality patterns The visual element is the most frequently used mode while sonic mode accounts for the least involvement in the construction of metaphors in the videos The study also pinpoints the similarities and divergences between the usage of metaphors in the corpus regarding the choices of source domains, the frequency of modality, the focus of conceptualization and the selling point of the product iii TABLE OF CONTENTS DECLARATION .i ACKNOWLEDGEMENTS ii ABSTRACT iii LIST OF TABLES vii LIST OF FIGURES viii CHAPTER 1: INTRODUCTION 1.1 Rationale of the study 1.2 Aims and objectives of the study 1.3 Research questions 1.4 Scope of the study 1.5 Methods of the study 1.6 Significance of the study 1.7 Organization of the study CHAPTER 2: LITERATURE REVIEW 2.1 An introduction to Metaphor 2.1.1 Metaphor in traditional linguistics 2.1.2 Metaphor in cognitive linguistics 2.1.3 Features of conceptual metaphor 11 2.2 Multimodal metaphor 14 2.2.1 From pictorial to multimodal metaphor 14 2.2.2 Modes in multimodal metaphor 15 2.2.3 Significance of multimodal metaphor 17 2.2.4 Source domain choices and cultural influences 18 2.3 Vietnamese culture and American culture 20 2.4 Advertising 23 2.4.1 Definition of advertising 23 2.4.2 Features of advertising from linguistic perspective 23 iv 2.4.3 Classification of advertising 24 2.4.4 Beverage commercials 25 2.5 Review of previous studies 26 2.5.1 Previous studies overseas 26 2.5.2 Previous studies in Vietnam 28 2.6 Summary 29 CHAPTER 3: METHODOLOGY 30 3.1 The corpus 30 3.2 Methods of the study 30 3.3 Analytical framework 35 3.4 Data analysis procedure 37 3.5 Summary 38 CHAPTER 4: DATA ANALYSIS 39 4.1 The use of multimodal metaphors in Vietnamese commercials 39 4.1.1 The choices of source domains 39 4.1.2 Multimodal metaphors in Vietnamese commercials 40 4.1.3 The frequency of modality in Vietnamese commercials 46 4.2 The use of multimodal metaphors in American commercials 50 4.2.1 The choices of source domains 50 4.2.2 Multimodal metaphors in American commercials 50 4.2.3 The frequency of modality in American commercials 56 4.3 Summary 59 CHAPTER 5: FINDINGS AND DISCUSSIONS 60 5.1.The use of multimodal metaphors in Vietnamese and American beverage commercials 60 5.2.The similarities and differences in the use of multimodal metaphors in Vietnamese and American beverage commercials 65 5.2.1 The choices of source domains 65 5.2.2 The frequency of modality 66 v 5.2.3 The focus of conceptualization 70 5.2.4 The selling points of the products 77 5.3 Summary 78 CHAPTER 6: CONCLUSION 79 6.1 Recapitulation 79 6.2 Concluding remarks 80 6.3 Implications of the study 82 6.4 Limitations of the study 82 6.5 Suggestions for further research 83 REFERENCES 84 APPENDICES I APPENDIX I APPENDIX II APPENDIX VIII vi LIST OF TABLES Table 2.1: The mappings of ARGUMENT IS WAR Table 2.2: The mappings of LIFE IS A JOURNEY 12 Table 3.1: Sample of the analytical table 36 Table 4.1: List of source domains in Vietnamese commercials 39 Table 4.2: The mappings of A DRINK IS A HUMAN 41 Table 4.3: The mappings of A DRINK IS A SOURCE OF FUN AND REFRESHMENT 42 Table 4.4: The mappings of A DRINK IS A SYMBOL OF A NATION/ HOMELAND 43 Table 4.5: The mappings of A DRINK IS A FRIEND 43 Table 4.6: The mappings of A DRINK IS A GIFT 44 Table 4.7: The mappings of A DRINK IS A CONTAINER OF HAPPINESS 44 Table 4.8: The mappings of A DRINK IS A MATCHMAKER 45 Table 4.9: The mappings of A DRINK IS A JOURNEY 46 Table 4.10: The mappings of A DRINK IS A SOURCE OF ENERGY 46 Table 4.11: Modes representing TARGET DOMAIN in Vietnamese commercials 47 Table 4.12: Modes representing SOURCE DOMAIN in Vietnamese commercials 49 Table 4.13: List of source domains in American commercials 50 Table 4.14: The mappings of A DRINK IS A SOURCE OF FUN AND REFRESHMENT 51 Table 4.15: The mappings of A DRINK IS A FRIEND 52 Table 4.16: The mappings of A DRINK IS A CONTAINER OF HAPPINESS 53 Table 4.17: The mappings of A DRINK IS A SOURCE OF ENERGY 54 Table 4.18: The mappings of A DRINK IS A HUMAN 55 Table 4.19: The mappings of A DRINK IS A SYMBOL OF A NATION 56 Table 4.20: The mappings of A DRINK IS A REWARD 56 Table 4.21: Modes representing TARGET DOMAIN in American commercials 57 Table 4.22: Modes representing SOURCE DOMAIN in American commercials 58 Table 5.1: The frequency of modality (domain-based) 63 vii LIST OF FIGURES Figure 2.1: Subdivision of modes (Forceville, 2007: 20) 16 Figure 2.2: Cultural dimensions of Vietnam, compared to Japan and the US 21 Figure 3.1: The study’s analytical framework 37 Figure 3.2: Data analysis procedure 38 Figure 4.1: Modality representing TARGET DOMAIN in Vietnamese ads 48 Figure 4.2: Modality representing SOURCE DOMAIN in Vietnamese ads 49 Figure 4.3: Modality representing TARGET DOMAIN in American ads 58 Figure 4.4: Modality representing SOURCE DOMAIN in American ads 59 Figure 5.1: Metaphors and times of appearance in both sets of commercials 60 Figure 5.2: The frequency of modality (origin-based) 64 Figure 5.3: The choices of source domains in both sets of commercials 65 Figure 5.4: The frequency of modality in Vietnamese ads 68 Figure 5.5: The frequency of modality in American ads 68 Figure 5.6: Screenshot from V7 Figure 5.7: Screenshot from V12 75 Figure 5.8: Screenshot from A11 Figure 5.9: Screenshot from A8 75 viii 93 Yu, N.M (2013) A study on news cartoon multimodal metaphorical representation: Classification, underlying mechanism and genre features in terms of mode arrangement Foreign Language Research (1), pp.1-9 94 Zouheir, A M (2015) Mono-modal and multi-modal metaphors and metonymies in policy change: the case of the KSU2030 strategic plan Language Sciences, Vol 47, pp.1-17 Thesis-related publications Conference proceeding Đặng Thanh Điềm (2019) A cross-cultural study on multimodal metaphors in Vietnamese and American beverage commercials Proceeding of “2019 International Graduate Research Symposium”, ULIS-VNU, pp.169-182 Conference presentation Đặng Thanh Điềm (2019) A cross-cultural study on multimodal metaphors in Vietnamese and American beverage commercials Oral Presentation at VietTESOL International Convention 2019 Websites Video V1: https://www.youtube.com/watch?v=-7YDGbblWFM Video V2: https://www.youtube.com/watch?v=eVc4JRHGao&feature=emb_title Video V3: https://www.youtube.com/watch?v=vT0NBdPplyA Video V4: https://www.youtube.com/watch?v=NQrd7BMtrtA Video V5: https://www.youtube.com/watch?v=dfqMBOTnIkE Video V6: https://www.youtube.com/watch?v=pclWT6UF6oc Video V7: https://www.youtube.com/watch?v=kItiHkYwB4Q Video V8: https://www.youtube.com/watch?v=lLxm8PSLyrM Video V9: https://www.youtube.com/watch?v=Sl-I1jpYd8&list=PLkKPbqabHDYYDTaXja2JmWPTHuUXHi3Ha&index =1 Video V10: https://www.youtube.com/watch?v=L6vr8r1GzD8 92 Video V11: https://www.youtube.com/watch?v=nE-5QyaPQE0 Video V12: https://www.youtube.com/watch?v=oDHnhzB9158 Video A1: https://www.youtube.com/watch?v=OSYvxvYOaIM Video A2: https://www.youtube.com/watch?v=vUQgVv27U5U Video A3: https://www.ispot.tv/ad/dvqX/bud-light-one-sip Video A4: https://www.youtube.com/watch?v=o0Rbzke1-Zk Video A5: https://vimeo.com/124300022 Video A6: https://www.ispot.tv/ad/AOoP/coors-light-whatever-your-mountain Video A7: https://www.ispot.tv/ad/7VWb/miller-lite-miller-time-with-the-boys Video A8: https://www.ispot.tv/ad/7ZPj/miller-lite-see-and-say Video A9: https://www.ispot.tv/ad/o4_2/miller-lite-followers Video A10: https://www.ispot.tv/ad/wZfo/budweiser-this-buds-for-the-dream Video A11: https://www.ispot.tv/ad/Ij0_/budweiser-reserve-copper-lager-theres-anew-bud-in-town-featuring-charlize-theron Video A12: https://www.ispot.tv/ad/waos/budweiser-super-bowl-2018-stand-byyou-song-by-skylar-grey 93 APPENDICES APPENDIX LIST OF COMMERCIALS STT Code V1 V2 V3 V4 V5 10 11 12 13 14 V6 V7 V8 V9 V10 V11 V12 A1 A2 15 16 17 18 19 20 21 22 23 24 A3 A4 A5 A6 A7 A8 A9 A10 A11 A12 Product Hanoi Beer 333 Beer Saigon Beer Huda Beer Bud Light Coors Light Miller Lite Budweiser Commercial Title Tình anh em Chúc mừng năm Hương bia truyền thống, sức sống miền Trung Bật lịch lãm, sáng tự tin Tết sum vầy đầy may mắn bia 333 tinh hoa huyền thoại Có thể bạn khơng cao Tinh tế đẳng cấp Uống mừng Việt Nam Đậm tình miền Trung Khơi dịng cảm xúc Cực lạnh cực Rallying for happy hour At happy hour, we’re not just co-workers One sip Never stops Ice bar Whatever your mountain Miller time with the boys See and say Followers This Bud’s for the dream There’s a new bud in town Stand by you I Year 2017 2017 2018 Length 31s 31s 32s 2016 2017 30s 30s 2018 2016 2017 2018 2016 2016 2018 2016 2017 30s 27s 33s 30s 30s 30s 30s 30s 30s 2018 2016 2017 2018 2016 2017 2018 2017 2018 2018 45s 31s 60s 59s 30s 30s 60s 30s 60s 60s APPENDIX ANALYSIS OF COMMERCIALS V1-V12 V1/ Hanoi Beer/ Tình anh em An office worker off work and goes to a bar, meets a friend and drinks beer together Other group of men (both young, and Compelling Context middle-aged) are also enjoying their meal and beer They all join together drinking beer and having fun - The bottle of beer is handed from one to another Visual - People pour beer into each other’s cup - People drink up beer in their cups Verbal - Voice-over: “Bia Hà Nội – Chung đam mê” (also written) Modes A song with lyrics “Nào ngồi xuống, uống cạn ly, anh em ta làm ly cho yêu đời Đời nhọc nhằn có anh em, Sonic ta chia sẻ nỗi niềm Vì ta có chung đam mê, Bia Hà Nội” Emotion from beer is emotion of human (passion) A drink connects people together A drink is a companion of fun and Meaning refreshment V2/ Hanoi Beer/ Chúc mừng năm Different scenes of family gatherings, friends’ meetings, Compelling Context people’s decorating houses, people’s offering gifts (beer) to others Images of gifts from the beer - The can of beer is handed from people to people Visual - People having joy and happiness (cheerful facial expressions) - People cheer up, bottles in hands - Voice-over: “Tết đến uống bia vàng, xuân sang mang lộc tới, Modes nâng ly bia Hà Nội, trọn Tết trọn vị xuân Thịnh vượng SH mới, Verbal gắn kết điện thoại sang, may mắn bia ngập tràn, rộn ràng mừng xuân tới Bia Hà Nội – chúc mừng năm mới!” Exciting melody (Lunar New Year-related) Sonic A drink brings luck, prosperity and happiness to people A drink is a companion of joyfulness and happiness when the new Meaning year starts A drink is a gift to others II V3/ Hanoi Beer/ Hương bia truyền thống, sức sống miền Trung Half of the video are the scenes of beer (being opened, poured Compelling Context down into a cup) then a scene of people drinking beer together near the sea They raise the cups, happily drink and talk - Image of beer bottles - A bottle picked up, then opened, poured down Visual - Beer inside a cup like waves - People together raising beer cups - Voice-over: “Bạn có biết khoảnh khắc lựa chọn mở tính cách Khi nội lực mạnh mẽ ẩn phong thái hiền Modes hòa, tâm hồn sâu sắc đặt vẻ giản dị, gần Verbal gũi Hương bia truyền thống, mang sức sống miền Trung - Written on the screen with the voice-over: Bia Hà Nội Xanh – Hương bia truyền thống, sức sống miền Trung” Smooth melody along the voice-over Sonic Open the beer bottle = reveal the personality (nội lực, phong thái, tính cách, tâm hồn, giản dị, gần gũi) Meaning A drink is a human (its features = human’s characteristics, its appearance = human appearance) V4/ 333 Beer/ Bật lịch lãm, sáng tự tin In a party on the beach, a man drinks a can of beer and joins everyone Accidentally, the beer falls over his T-shirt, but he continues the party with relaxing attitude His dance moves Compelling Context impress every one and he shows his skillfulness with a can of beer He approaches a girl in red standing on the beach and puts his T-shirt on her shoulder as he realized that she gets cold - Beer cans appear at the party Visual - People holding beer have fun at the party - Voice-over: “Bật 333 mới, bật phong thái lịch lãm nam tính, bật tự tin, làm chủ tình Và bật cử đẹp lúc nơi” Modes Verbal - The man says, “Dấu ấn riêng anh đấy” - Voice-over: “333 ghi dấu ấn tinh tế” - “Bật lịch lãm, sáng tự tin” (Voice-over + written) Exciting music along with the voice-over Sonic A drink is a human (design = appearance: lịch lãm, tự tin) A drink is a matchmaker (helps the man impress a woman) Meaning The beer is the mark of human III V5/ 333 Beer/ Tết sum vầy đầy may mắn bia 333 A man walking around to give 333 as a gift to his acquaintance Compelling Context in the atmosphere of New Year (A family, his business partner, his friends…) - A man carrying a beer case walking around Visual - The man gives the beer to other people - People holding beer happily welcome New Year - “Tết sum vầy đầy may mắn bia 333” (voice-over + Verbal written) Modes Song: “Tết tết tết tết đến rồi, tết đến tim người, mừng ngày tết ta có 333, mừng tri ân ta chúc mn nơi, 333 may mắn đến, 333 ta đón xuân Mừng xuân sang ta có 333, Sonic chào tân xuân sung túc an khang Lịng an vui ta đón tết, 333 ta sum vầy” A drink is a gift A drink brings luck and happiness to people Meaning A drink helps complete the joy V6/ 333 Beer/ tinh hoa huyền thoại A couple tries the beer following the instruction of the Compelling Context producer, the images of flowers used to produce the beer, - A couple receive cups of beer Visual - A couple drink beer on a balloon - People drink beer under the fireworks - Voice-over: “Để thưởng thức trọn vẹn vị bia 333, hít thật dài đắm chìm hương hoa bia Halento nồng nàn từ vùng Bavaria nước Đức Sau uống thật sảng khối, để hịa vào vị bia êm mượt nhẹ nhàng đầy chất phác Cuối Modes Verbal cảm giác lâng lâng tự hào tài nghệ nhân nấu bia Việt Nam suốt 140 năm qua Ba tinh hoa, huyền thoại” - Written” “Hoa bia Đức, nồng nàn” – “Vị bia Pháp nhẹ nhàng” – “Tài nấu bia Việt” – “50 nghệ nhân Việt Nam” - The sound of a bird flying on the sea Sonic - The encouraging music A drink is a human (human’s characteristic chất phác, nhẹ Meaning nhàng, sảng khoái) A drink is a journey (giving life values) IV V7/ Saigon Beer/ Có thể bạn không cao Compelling Context Description of a beer bottle - Beer bottle close-up Visual - Beer bottle opened - Logo and name of the beer close-up - Voice-over: “Có thể bạn khơng cao, người khác Modes Verbal phải ngước nhìn Saigon Special, chất men thành công” (also written and read along with the voice) Attractive music Sonic A drink is a human Every one has to admire the beer although its appearance is not really attractive The bottle is like a Meaning human’s body V8/ Saigon Beer/ Tinh tế đẳng cấp A dragon flies and enters the beer can, then the images of beer Compelling Context bottles and cups appear - A dragon, traditional images of Vietnamese history Visual - Beer is poured down from a can into a cup Modes Verbal - Voice-over: “Saigon Gold – Tinh tế đẳng cấp” (+ written) Encouraging music Sonic A drink is a human (tinh tế = characteristic) Meaning A drink expresses the soul of the nation V9/ Saigon Beer/ Uống mừng Việt Nam A man carrying a beer case join a party with friends to Compelling Context congratulate Vietnamese sports teams - A man carrying a beer case - A beer can is opened Visual - The beer starts to illustrate Vietnam football team - The image of a dragon – symbol of Vietnam - Voice-over: “Cùng nâng ly uống mừng, dấu son rực rỡ, Modes mừng ta bước xa hơn, tầm cao ta chinh phục, mừng Verbal chiến công ta bước giới, vươn cao niềm kiêu hãnh Việt Nam, hết sắc đất Việt Ta tự hào uống mừng bia người Việt Nam Bia Sài Gòn – uống mừng Việt Nam” Encouraging music Sonic A drink is the expression of Vietnam’s symbol Meaning V V10/ Huda Beer/ Đậm tình miền Trung In a beer bar, many men are drinking beer They order Huda Compelling Context beer They all then join together to drink and sing - Beer delivered and poured into cups - Beer cups touch the heart of drinkers Visual - People holding beer sing and have fun together - Bottles and cans of beer appear at the last scene Verbal Voice-over: “Huda Đậm tình miền Trung” (written) Modes Song: “Người thật thà, người lạ người nhà, có tình yêu mặn mà, chân thành với Huda Cứ chảy lòng người miền Trung, giữ cảm xúc tự hào Sonic cho mn đời sau Niềm tin thủy chung mãi, chân thành sau trước vẹn tồn, đậm tình miền Trung” A drink connects people together A drink has human’s emotion Meaning (loyalty) It is also a companion of fun V11/ Huda Beer/ Khơi dòng cảm xúc In a beer store, a group of people drink beer, play the guitar and Compelling Context sing together Then, the images of mountains, river, paddy rice fields appear, together with the images of beer bottles and cups - People have fun together Visual - Places of homeland - Beer bottles and cups Verbal “Huda, Khơi dòng cảm xúc” (Voice-over) Modes - The sound of beer cups touch each other - A song, played and sung by all people in the beer shop about Sonic the love for homeland: “Niềm tin thủy chung mãi, chân thành sau trước vẹn tồn, đậm tình miền Trung” A drink is a medium to connect all people together and express Meaning their love for homeland VI V12/ Huda Beer/ Cực lạnh cực In a beer bar, after the beer is delivered and drank Drinkers Compelling Context seem to be lost in an imaginary scenery covered by snow They play and have fun - Beer cans and bottles delivered to the table of a group of young people Visual - A man drinks beer and eyes open as suddenly discovers something Modes Voice-over: “Huda ice blast – Cực lạnh cực đã” (+ written) Verbal Written: “Được ủ -1oC” Exciting music Sonic A drink brings fun and refreshment It is also a source of Meaning energy VII APPENDIX ANALYSIS OF COMMERCIALS A1-A12 A1/ Bud Light/ Rallying for happy hour The video includes images to illustrate the contents delivered Compelling Context by the voice-over Pouring beer into cups  images of eagles (symbols of America) on the background of the national flag  a woman drops a vote into the “Bud Light Party – A chance to win” box  a cup of beer and a bottle of beer delivered/opened on the table on a piece of paper written “Bud Light”  an office man Visual in suit throws his documents and runs along the road to the sea happily  Office workers having party wears hats and flower crowns, dancing  The image of an eagle flying in the sky  Modes A bottle of beer pushing along the table into the hand of a man  He raises the bottle up  The flag of “The Bud Light Party” “America, there is no debate about it It’s time to unite the state Join us at your local bar and avenue across this great nation to Verbal take a break from a daily glide with Bud Light Buddies and a party we can all agree are It’s time to us all to raise one to right now and kick off happy hour across the country (Enthusiastic, heroic) Music played along the male voice-over Sonic A drink brings happiness and unites people together Meaning Tug the bottle cap = throw out the burden at work (documents) A2/ Bud Light/ At happy hour, we’re not just co-workers In a bar named Happy Hour, customers actually office workers in suits walk in, leaded by a confident woman They call Bud Compelling Context Light and cheer, join the game in the bar, dance and relax themselves Another group of office workers walk in They seem to be very serious, but soon join the first group in the fun - Inscription on bottle filmed close-up: “Famous among friends” Visual - Bottles of Bud Light served on the table - People in a bar holding bottles of beer during their fun time Modes “At happy hour, you’re not just co-workers, you’re co-friends” Verbal written on the screen at the end of the video - A hip-hop song with ear-catching melody Sonic - The sound of bottles touching A drink connects people together, helps people make friends Meaning VIII It is inevitable in people’s fun time A3/ Bud Light/ One sip While hosting guests from another kingdom, a king tries the visiting royalty's mead The king's guests really encourage him to experience the drink, telling him to notice the color and Compelling Context aftertaste However, the king does not share their enthusiasm and finally caves, asking for a Bud Light He then has his guests escorted to the wine cellar, which is actually a prison - A cup of Bud Light with large, capitalized name of product - A bottle of Bud Light on the table of the welcoming party on Visual the reach of the King - Bud Light bottles are served to the King Modes The King says, “…you try our favorite kingdom beverage” Verbal “Bud Light for the many, not the few” The King says, “Bud Light, please” Gentle wordless music along the scenes Sonic A drink is a must-have item on the table and people cannot wait Meaning to taste it A4/ Coors Light/ Never stops Different scenes from the description of the process to produce the beer (close-up angles to the beer bottle or the beer itself) to Compelling Context the scenes of people enjoying the beer The scenes illustrate the contents in the words written (in capital) along the video - Coors Light bottles close-up (when described the process of making) - People holding the beer - A lot of beer on the table in a party Visual - People having fun, with cheerful facial expressions - Beer poured into a cup - The image of Coors Light cup full of beer with the line “The world’s most refreshing beer” Modes Coors Light is always cold bottled because every first down, every fourth down, and every touchdown deserves cold activated Always lagered below freezing Rocky mountain Verbal refreshment We brew for one purpose Clean, crisp refreshment That never stops The world’s most refreshing beer A cheerful melody Sonic A drink is a source of fun and refreshment It appears in every Meaning IX fun and happy moments of drinkers A5/ Coors Light/ Ice bar A man walking in a snowy mountain, designs an Ice bar by Compelling Context himself He does a lot of work to create the bar (furniture and decorations) from the ice with bare hands or simple tools - Images of a man working Visual - The man stands on the top of a mountain showing his power - The man drinks a bottle of beer after completing his job - The man says, “See for yourself, for a chance to visit Ice bar” Modes Verbal - The man says, “But still nothing has come close” after having a sip of beer from the bottle Encouraging music Sonic A drink is cold and refresh A drink is a source of energy Meaning A drink is a reward after completing the job A6/ Coors Light/ Whatever your mountain Coors Light asks, "What would we be without our mountains?" Without the obstacles in our way to scare and inspire us, we wouldn't have the inspiration to work harder and push further Coors claims its mountain is creating the best beer possible They cold lager, filter and package their beer for a product they Compelling Context are proud to put their name on In black and white shots, people work harder to "climb on" to reach the summits of their personal mountains: A woman does a complicated yoga move; a man bucks on a bronco; someone competes in an obstacle race; and groups climb a rock face and summit a mountain above the clouds - Images of real mountains Visual - Images of people dealing with their own obstacles - Images of the procedure to produce the beer - Voice-over the whole video, asking questions, discussing and Modes giving answers Verbal - “Every climb deserves a refreshment” - “Whatever your mountain, climb on” Encouraging music Sonic A drink is a source of energy and refreshment Meaning A drink is a mountain to climb on X A7/ Miller Lite/ Miller time with the boys The video depicts differences scenes of men together enjoying a Compelling Context Miller Lite during taking up their hobbies (fishing, playing games, partying, flirting girls…) - People holding beer in parties and during other activities - Beer cans, bottles and cups are served in different situation Visual - Beer is delivered or poured into cups - People cheer up with bottles of beer - Voice-over describing the whole story Modes - “It all starts with the Lite beer that’s never light in taste” Verbal - It’s not just a good time (spoken) “It’s Miller Time” (written) on the last shot, next to the images of a bottle and cups of beer Encouraging music Sonic A drink is a friend to share problems and thoughts A drink helps people to connect with their friends A drink Meaning brings a good time A8/ Miller Lite/ See and say The guys go out for bowling, but they all have their eyes on one Compelling Context thing Their server is a gorgeous woman on roller skates However, their eyes are on the new Miller Lite bottle - A girl serving the beer on roller skates She turns around and Visual the bottle also is filmed like turning around - The image of the bottle close-up - The man talking with each other discussing “You see what Modes I’m seeing, right” without revealing what they’re actually Verbal seeing - The girl says, “The new bottle, what else to say” Encouraging music Sonic A drink is as gorgeous as a woman A drink deserves praise and Meaning admiration XI A9/ Miller Lite/ Followers Before leaving his apartment, a man looks out the peephole and sees a mob of people in the hallway He sneaks down the fire escape but is caught by another horde, all which are dressed in an eerily similar fashion The jacket and sneaker-clad zombies take off in a mad dash, chasing their victim down the street and through the chaos of black-and-white selfie-taking tourists and crumbling Compelling Context buildings Across the city, two of the man's friends are also being chased by groups of their streetwear doppelgangers When he finally arrives at his destination, the man takes his shoes off and tosses them into the mob, leaving them to fight over the sneakers Inside the sanctuary of bar, the man and his friends reunite to find solace in good conversation and cans of Miller Light - People chasing after the men Visual - Three friends raise a toast while the chasers are locked outside - Beer cans on the table and are handed from one to another - Written on the screen at the end of the video: A few friends Modes Verbal are better than a few thousand followers; Here’s to the original social media Dramatic music in the chasing scenes and relaxing music when Sonic friends meet and drink beer A drink is a TRUE friend A drink connects friends Meaning A10/ Budweiser/ This Bud’s for the dream Different scenes and pictures of people holding the beer in their Compelling Context hands across various situations and activities - Images of its beer in the hands of people across America (Farmer Jason Fostering raises a beer at his Texas farm while food blogger Jimmy Ho stages his barbecue snapshot with a Budweiser bottle The famous red label continues to be framed Visual front and center from the back room of business owner Denequa Williams's candle shop to the main stage of country singer Thomas Rhett's concert) Modes - The beer appears in every scene and on the last shot, a can appear next to the written words - Voice-over along the video describe the scenes Verbal - Written on the last shot: “American is in your hand – This Bud’s for you” Exciting music Sonic A drink salutes the dream and those who pursue it Meaning A drink is America – American is a drink XII A11/ Budweiser/ There’s a new bud in town Charlize Theron wants to enjoy her Budweiser Reserve Copper Lager in peace at a bar, but when another patron starts loudly bragging about his pool skills, she can't sit by any longer Approaching the pool table, she hands her glass to a man and Compelling Context says, "Hold my beer." On second thought, Charlize decides to smoke everyone at pool, darts and arm wrestling all while maintaining a grip on her Bud and listening to RUN-DMC on the bar's jukebox - Beer poured into a cup - Logo of Budweiser everywhere in the bar Visual - A woman holding a cup of beer all the time - A beer cup is raised up when she wins the game - A beer leans and almost falls over when she almost loses Modes Voice-over: “Budweiser reserve copper lager” (also written) Verbal and “There’s a new bud in town” Exciting music Sonic The cheering from the audience A drink is a human A new beer = a new bud A drink is a Meaning companion of the woman to win the games A12/ Budweiser/ Stand by you Budweiser turns the spotlight on its brewery employees in Cartersville, Georgia, who shipped cans of emergency drinking Compelling Context water as part of Budweiser's disaster relief efforts Cans were distributed to those affected by hurricanes Harvey, Irma and Maria as well as the California wildfires - Scenes in the factory when workers change the whole process of producing beer into the production of drinking water Visual - The vans deliver the water to different areas (Texas, Florida, Peurto Rico, Floria) Modes - Whenever you need us, we’ll stand by you (written) Verbal - “Disaster relief efforts in action” (written on a TV scene) Skylar Grey's rendition of Ben E King's "Stand by Me" helps Sonic set the tone as Budweiser stresses A drink brings optimism and help to people It nurtures the life Meaning values  Aiming at the brand rather than the product itself XIII ... data in details, including the choices of source domains and multimodal metaphors in two series of commercials (Vietnamese and American) Findings and Discussions gives the findings and provides a... modality in American commercials 56 4.3 Summary 59 CHAPTER 5: FINDINGS AND DISCUSSIONS 60 5.1.The use of multimodal metaphors in Vietnamese and American beverage commercials. .. the inspiration for the paper entitled ? ?Multimodal metaphors in Vietnamese and American beverage commercials? ??, which attempts to present an analysis of multimodal metaphors used in Vietnamese and