应用语言学商务英语国际期刊.pdfVIP

International Journal of Applied Linguistics Vol. 22 No. 1 2012 Happiness is drinking beer: a cross-cultural analysis of multimodal metaphors in American and Ukrainian commercials James P. Lantolf and Larysa Bobrova The Pennsylvania State University This paper examines multimodal conceptual metaphors in a corpus of 32 American and Ukrainian beer commercials. The dominant metaphor in both cultures is HAPPINESS IS DRINKING BEER, with a secondary metaphor BEER IS A PERSON. The Ukrainian commercials exhibit a third metaphor that appears in a very subtle way in the American commercials: LOVE FOR THE MOTHERLAND IS DRINKING BEER. The analysis reveals cross-cultural variation in the mappings and entailments of the metaphors. We argue that this variation is not just a matter of divergent advertising strategies but is a manifestation of differences in the conceptual understandings of happiness, beer drinking, friendship, and patriotism in both cultures. Key words: language and media, metaphor, language and culture Este estudio investiga las metáforas conceptuales multimodales en un corpus de treinta y dos anuncios publicitarios de cerveza estadounidenses y ucranianas. La metáfora principal en ambas culturas es LA FELICIDAD ES TOMAR CERVEZA, y una metáfora secundaria es LA CERVEZA ES UNA PERSONA. Los comerciales ucranianos manifiestan una tercera metáfora que aparece de una manera sutil en los comerciales estadounidenses: EL AMOR A LA PATRIA ES TOMAR CERVEZA. El análisis revela una variación transcultural en las proyecciones e inferencias de las metáforas. Proponemos que esta variación no sólo se debe a estrategias de publicidad divergentes, sino que revela diferencias en la comprensión conceptual de la felicidad,