Luận án phân tích ẩn dụ đa phương thức trong quảng cáo đồ uống Mỹ và Việt Nam

STATEMENT OF AUTHORSHIP The thesis entitled “A Multimodal Analysis of Conceptual Metaphors in American and Vietnamese Beverages TV Commercials” has been submitted for the degree of Doctor of Philosophy. I, the undersigned, hereby declare that I am the sole author of this thesis; I have fully acknowledged and referenced the ideas and work of others, whether published or unpublished, in my thesis. The thesis does not contain work extracted from a thesis, dissertation, or research paper previously presented for another degree or diploma at this or any other university. i ACKNOWLEDGMENTS I am grateful to many people whose kind support and assistance have made this study possible.

First and foremost, I am greatly indebted to my supervisor, Assoc. She taught me the first lessons in Linguistics. Even though I used to have the intention of canceling my Ph. journey at my previous challenge stage, she was extremely patient and encouraged me to overcome and reach the target.

My profound thanks extend to Dr. who first orientated me to research multimodal analyses of metaphors in advertisements. My maturity in research has been greatly boosted by his valuable guidance, instructions, and encouragement. This work was achieved with his unlimited support.

My heartfelt thanks are extended to Assoc. for their expertise, warm-heartedness and unconditional assistance, without which I might have traveled a much longer way to accomplishment. I would like to express my special thanks to the …………. for providing a supportive environment and making my time here most enjoyable.

My thanks are also given to my colleagues at the …………., who helped me with the school's work and always gave me care during my Ph. Finally, I would like to express my sincere gratitude to all my beloved family members for their love, understanding, and encouragement, especially for my lovely daughter. This dissertation fulfills a promise of becoming the most perfect mother in my daughter’s eyes, Hana. ii ABSTRACT The study contrasts the generation and conceptualization of multimodal metaphors in American and Vietnamese beverages TV commercials.

Apart from the application of the theoretical framework and perspective of classifying metaphors of Lakoff and Johnson (2008), this study's theoretical approach is based on Forceville's (2007) distinction of modes in the multimodal metaphor of the analysis of three modes, Van Leeuwen (2006) and Graakjær (2015) are the tools for the examination of images, sound effects and music in non-alcoholic TV commercials. In terms of interaction among three modes, the ideational meaning of the intersection of images and texts is constructed by Unsworth (2006), and the audiovisual relations are based by Cook (1998). This interplay of three modes is the first to be applied to analyze multimodal metaphors to enhance the credibility of the analysis of modes under the light of Forceville (2007). It is said that the study is building more storeys under the base of Forceville’s theoretical backgrounds, of which three modes (visual, verbal, and sonic modes) are three pillars of the linguistic virtual house; and reinforcing cement and steel to increase cohesion among these pillars or modes through the analysis of generation and conceptualization of multimodal metaphors in advertising discourses.

The study consists of 50 commercials of non-alcoholic beverages (coffee, tea, soda); 25 are from America, and 25 are from Vietnam. In addition, the exploratory sequential mixed methods design is applied to achieve the stated research objectives. The qualitative analysis takes into consideration how multimodal metaphor is specifically generated. The quantitative analysis is used for the statistics of domain choices, combinations and relationships among three modes.

The identification of multimodal metaphors by Forceville (1996) is to identify implicit multimodal metaphors. The findings show that the domain choices and there is no absolute equivalence in identical conceptual metaphors in non-alcoholic TV commercials in America and Vietnam: either distinction of mapping features or dissemblance of relationship amongst modes and even the generation of metaphors. Most of the conceptual metaphors in American and Vietnamese non-alcoholic beverages commercials are duplicates: target domain A DRINK is discovered in the representation of the products whereas target domain HUMAN FEELINGS and HUMAN ACTION are both cued in the expression of the target customers. However, the number of metaphors in Vietnamese advertisements is nearly two times as much as in American commercials so the domains in TV commercials in Vietnam are more diverse than the others, for example, in the connection of the domains target domain TET regarding the time of marketing of each brand is generated in only Vietnamese publicity.

iii Besides, sonic modes are less prominent in the generation of metaphors than two other modes; and the combination of three modes (IVS) and visual and verbal modes (IV) hit the highest proportion in both datasets. Additionally, the first generation on target domains takes the majority while other places are the cue of source and concurrence of domains, which is typical characteristics of multimodal metaphors in adverting discourses. All the research findings have not only complimented the theoretical backgrounds of domain choices of Kövecses (2010), multimodal metaphors of Forceville and other reputable linguistics; but also broadened the cognitive recognition of multimodal metaphors in advertising discourses. Last, this framework may come up with the innovation in the generation and conceptualization of metaphors in multimodal analysis.

iv TABLE OF CONTENTS STATEMENT OF AUTHORSHIP. iii TABLE OF CONTENTS.viii LIST OF TABLES .ix LIST OF FIGURES .2 Aims and Objectives.4 Scope of the study.5 Methods of the study .6 Significance of the study.7 Structure of the study .6 CHAPTER 2: THEORETICAL BACKGROUND AND LITERATURE REVIEW .1 An Overview of Metaphors .1 Multimodal metaphors in non- alcoholic TV commercials .2 Multimodal metaphors with the representations of the products and target customers.1 Previous studies on advertisements .2 Previous studies on multimodal metaphors. 56 CHAPTER 3: RESEARCH METHODOLOG Y .3 The analytical framework. 75 CHAPTER 4: MULTIMODAL METAPHORS IN AMERICAN NON- ALCOHOLIC BEVERAG ES TV COMMERCIALS .1 The generation of multimodal metaphors .1 Domains in terms of THE PRODUCT .2 Domains in terms of THE TARGETED CUSTOMERS.2 The use of multimodal metaphors .1 The ratio of domain choices .2 The use of multimodal metaphors.

113 CHAPTER 5: MULTIMODAL METAPHORS IN VIETNAMESE BEVERAG ES TV COMMERCIALS .1 The generation of multimodal metaphors. Domains in terms of THE PRODUCT .2 Domains in terms of the potential customers .2 The use of multimodal metaphors .1 The ratio of domain choices .2 Combination of modes in multimodal metaphors. 174 CHAPTER 6: A COMPARISON OF MULTIMODAL METAPHORS IN AMERICAN AND VIETNAMESE BEVERAG ES COMMERCIALS. A comparison of the generation of multimodal metaphors .1 TARGET DOMAIN- A DRINK .2 TARGET DOMAIN –HUMAN FEELING .3 TARGET DOMAIN- MAGIC.2 A comparative analysis of the use of multimodal metaphors .1 A comparative analysis of domain choices .2 A comparative analysis of the use of multimodal metaphors .3 Limitations and suggestions for future research.

210 THE RESEARCHER’S ARTICLES RELATED TO THE DISSERTATION. 216 vii ABBREVIATION American TV commercial (1-25) A1-A25 Combination of visual- verbal- sonic modes IVS Combination of visual- verbal modes IV Combination of visual- sonic modes IS Combination of verbal - sonic modes VS Sonic mode S Television TV Verbal mode V Vietnamese TV commercial (1-25) V1-V25 Visual mode I viii LIST OF TABLES Table 2. Mapping of A DRINK IS A FRIEND from the analysis of A1.2: The frequency of the target domains of Kövecses (1986) cited in Shutova& Teufel (2010) .3: The frequency of source domains of Kövecses (1986) cited in Shutova& Teufel (2010) .4: The outline of the distinctive format of a typical origin and product .5: The System of Grammar of Visual Design (Kress & Leeuwen, 1996) .6: Previous studies on advertising analysis.7: Previous studies on the theoretical development of multimodal metaphors .8: Previous studies on the approaches to multimodal metaphors .9: Previous studies on multimodal metaphors in advertisements .10: The identification of metaphors .1: The criteria for data selection.2: Distribution of sample non-alcoholic beverages TV commercials on .3: Example of quantitative data for quantitative content analysis (the ratio of target domains in American beverages TV Commercials) .4: The analytic sample of American beverages TV commercials (1) .5: The analytic sample of American beverages TV commercials (2) .6: The analytic sample of Vietnamese beverages TV commercials (1) .7: The analytic sample of Vietnamese beverages TV commercials (2) .1: Mapping of A DRINK IS A PERSON. Mapping of A DRINK IS A FRIEND.

Mapping of A DRINK IS A PARTNER. Mapping of A DRINK IS A SPORT PARTNER. Mapping of A DRINK IS A COMPANION .6: Mapping of A DRINK IS A FOOD COMPANION. Mapping of A DRINK IS A SPORTS COMPANION .8: Mapping of A DRINK IS A SUPPORTER.9: Mapping of A DRINK IS A BLACK OWNER RESTAURA N T SUPPORTER .10: Mapping of A DRINK IS A NATIONAL LOVER .11: Mapping of A DRINK IS A CLASSMATE .12: Mapping of A DRINK IS A SERVANT.

Mapping of A DRINK IS A CONTAINER OF MAGIC. Mapping of A DRINK IS A CONTAINER OF LUCK .15: Mapping of A DRINK IS A FOOD .16: Mapping of A DRINK IS A MEDICINE. Mapping of A DRINK IS A GIFT .18: Mapping of A DRINK IS A FLAME .19: Mapping of A BRAND IS A SYSTEM .20: Mapping of A SALESMAN IS A SPEAKER .21: Mapping of MAGIC IS LIQUID OF THE DRINK .22: Mapping of CHEER IS A LIQUID.23: Mapping of BEAUTY IS A CONTAINER OF PURENESS .24: Mapping of HUMAN FEELINGS IS HUMAN ACTION .25: Mapping of NEIGHBOURLINESS IS GOLD .26: Mapping of EMOTION IS HEAT.27: Mapping of COOLNESS IS AN OBJECT .28: Mapping of PASSION IS A FIRE .29: Mapping of UNION IS A FOOD .30: Mapping of MAGIC IS EATING TOGETHER.31: Mapping of SPORT IS A RACE .32: The ratio of target domains in American beverages TV Commercials 105 Table 4.33: The ratio of source domains in American beverages TV commercials106 Table 4.33: The combination of modes in the generation of target domains in. 107 American beverages TV Commercials .34: The combination of modes in the generation of source domains in American beverages TV Commercials .35: Relationship of modes in the generation of multimodal metaphors in American beverages TV Commercials .36: The generation of Target and Source Domains in American beverages TV commercials.

Mapping of A DRINK IS A FRIEND.2: Mapping of A DRINK IS A PARTNER .3: Mapping of A DRINK IS A COMPANION .4: Mapping of A DRINK IS A FOOD COMPANION .5: Mapping of A DRINK IS AN INTRODUCER .6: Table mapping of A DRINK IS A SINGER .7: Mapping of A DRINK IS A CONNECTOR.8: Mapping of A DRINK IS A LOVE MATCHMAKER .9: Mapping of A DRINK IS A GOD.10: Mapping of A DRINK IS A CONTAINER OF HUMAN FEELINGS126 Table 5.11: Mapping of A DRINK IS A CONTAINER OF LUCK .12: Mapping of A DRINK IS A CONTAINER OF MAGIC.13: Mapping of A DRINK IS A CONTAINER OF MUSIC .14: Mapping of A DRINK IS A CONTAINER OF ENERGY. Mapping of A DRINK IS FOOD .16: Mapping of A DRINK IS A MEDICINE.17: Mapping of A DRINK IS A MEDICINE FOR LOVE. Mapping of A DRINK IS A GIFT. Mapping of A DRINK IS A SOURCE OF ENERGY.20: Mapping of A DRINK IS AN OBJECT .21: Mapping of A DRINK IS AN UNHAPPY STORIES DISPOSAL MACHINE .22: Mapping of A DRINK IS A MAGIC .23: Mapping of LIQUID IS A TORNADO .24: Mapping of LIQUID IS A SOURCE OF ENERGY.25: Mapping of MAGIC IS LIQUID OF THE DRINK .26: Mapping of QUALITY OF THE DRINK IS COLOUR .27: Mapping of LID OF THE DRINK IS A CONTAINER OF A TRAVEL GIFT.28: Mapping of FLAVOUR OF THE DRINK IS A COLOUR.29: Mapping of VISCOUSNESS AND BLEND OF THE DRINK IS QUANTITY .30: Mapping of THE SLOGAN OF THE DRINK IS A SUN .31: Mapping of THE PROMOTION OF THE DRINK IS AN ANIMAL 149 Table 5.32: Mapping of A PERSON IS AN ANIMAL.