CONCEPTUAL METAPHORS IN VINAMILK COMMERCIALS

IN VIETNAM

Hoang Thi Oanh*

Email: [email protected]

Received: 01/08/2023
Revised: 19/02/2024
Accepted: 27/02/2024

DOI:

Abstract: The aim of the study is to discover conceptual metaphors in thirteen Vinamilk
television commercials in 2023. The method of identification of metaphor of MIP (2007) is
applied to generate potential conceptual metaphors. Two types of target domains relating to the
products and target customers are cued while fourteen source domains are interpreted through
thirteen tables of mapping of conceptual metaphors in these TV commercials. The generation of
these conceptual metaphors reflect the typical features of conceptual metaphors in advertising
discourses and four vital marketing strategies and price policy of Vinamilk at present.
Keywords: conceptual metaphor, Vinamilk, television commercials, advertising discourses,
marketing strategies.
I. Introduction
The extensive research on conceptual metaphors constitutes a priceless repository for
cognitive linguists. Examining conceptual metaphors in advertising has required extensive
scholarly resources in terms of pages and ink. Nevertheless, the investigation of these metaphors
in the context of promoting specific brands to emphasize product attributes and the correlation
between the attributes of conceptual metaphors and marketing campaigns is somewhat
constrained. Further scrutiny is necessary to investigate the theoretical framework of Lakoff &
Johnson (2008) within diverse discourse types, particularly within the realm of advertising
discourse. Given the abundance of advertisements, comprehensive research is essential to delve
into the attributes of conceptual metaphors present in various advertising genres, including those
for automobiles, cosmetics, as well as food and beverages. This thorough exploration aims to
discern both commonalities and distinctions in conceptual metaphors across different types of
advertising discourses, thereby facilitating a more comprehensive comprehension. Besides, the
previous studies of the conceptual metaphor of advertising discourses of milk is limited.
Specifically, Nguyen Thi Lan Phuong (2020) studied advertisements in general and marketing
strategies and price policy of the brands were not paid attention. In addition, Hoang Thi Oanh

*
University of Economics - Technology for Industries
(2023) focused on the effects of Vietnamese culture on the generation of conceptual metaphors
not in marketing approaches or other policies of the milk companies. Therefore, the article is
carried out to supplement for the theoretical backgrounds of conceptual metaphors in milk
commercials in order to examine the brand identity through marketing strategies by the analysis
of domains under the light of cognitive linguistics.
II. Theoretical background
2.1. Conceptual metaphor
Lakoff & Johnson (2008), both prominent cognitive linguists, have advanced the
conceptual metaphor theory, asserting that metaphor transcends linguistic expression to become
an intrinsic component of human cognition. Their contention is grounded in the idea that our
conceptual system is predominantly metaphorical, enabling us to comprehend abstract concepts
through the lens of more tangible ones.
A central tenet of their theory posits that metaphor extends beyond a linguistic construct to
fundamentally influence thought processes. The introduction of the concept of "conceptual
metaphor" underscores the notion of understanding one abstract concept by associating it with
another, thereby revealing a cognitive dimension to metaphorical thinking.
Lakoff & Johnson (2008) emphasize that metaphors play a pivotal role in shaping
cognitive frameworks, influencing how we perceive and navigate abstract concepts. An
illustrative example includes the conceptualization of time in spatial terms, evident in
expressions such as "time is money" or "looking forward to the future."
The theorists propose the existence of embodied metaphors, asserting that many
metaphorical constructs derive from our physical experiences. For instance, the metaphorical
expression of "grasping" an idea or associating emotions with spatial dimensions such as "high"
or "low" exemplifies the embodied nature of metaphors.
The universality of certain metaphors across cultures is highlighted by Lakoff & Johnson
(2008), indicating that these metaphorical constructs are rooted in shared human experiences.
This universal aspect contributes to the formation of a collective cognitive structure that
transcends cultural boundaries.
Furthermore, the theorists introduce the concept of ontological metaphors, suggesting that
specific metaphors shape entire systems of thought. An exemplar is the metaphorical framing of
"argument is war," influencing the way debates and discussions are conceptualized and
articulated.
While acknowledging the existence of universal metaphors, Lakoff & Johnson (2008)
recognize cultural variations in the formation and interpretation of metaphors. This
acknowledgment underscores the dynamic interplay between shared cognitive structures and
culturally influenced metaphorical expressions.
In conclusion, the impact of Lakoff & Johnson (2008) extends across diverse academic
disciplines, including linguistics, cognitive science, and philosophy. Their insights emphasize the
intricate interconnections between language, thought processes, and embodied experiences,
challenging conventional perspectives that relegate metaphor to a purely ornamental aspect of
language.
Besides, Hoang Thi Oanh (2023) analyzed CONCEPTUAL METAPHORS IN MILK TV
COMMERCIALS IN VIETNAM from 2022 to December 2022. In which, 5 commercials were
about Vinamilk milk, and 5 commercials were about TH True Milk. The metaphor appeared in
10 television commercials analyzed quantitatively and qualitatively. Qualitative analysis was
used to determine metaphors through language by the MIP method of Pragglejaz (2007), and to
identify the values and beliefs of Vietnamese culture influencing the formation of conceptual
metaphors. 19 target domains and 20 source domains were found. Additionally, the collectivism,
external orientation, strong love for the homeland, and intense patriotism of the Vietnamese
mindset were observed. Furthermore, the research results revealed similarities and differences
when using target and source domains in the two brands Vinamilk and TH true milk. With
domain selection, Vinamilk was more diverse, focusing on values and people such as VIETNAM
IS PEOPLE, while TH True Milk focused on quality and products, specifically MILK IS
MEDICINE, MILK IS FOOD.
In addition, Nguyen Thi Lan Phuong (2020) conducted an analysis of conceptual
metaphor in English and Vietnamese advertisements. The study utilized a dataset of 400
advertisements, comprising 200 in Vietnamese and 200 in English. The thesis contributes to
supplementing and elucidating the cultural characteristics of the Vietnamese and English
ethnicities in the field of advertising research, as well as the role of metaphor in advertising
discourse.
Based on the previous studies, the contrastive analysis is carried out in order to
complement for the theoretical backgrounds of conceptual metaphors in advertising discourses as
well as the identification of the particular brand, especially Vinamilk.
2.2. Vinamilk Commercials
Four features of marketing strategies of Vinamilk advertisements:
•Transforming packaging and design: Vinamilk has partnered with Tetra Pak, a
prominent firm specializing in processing and packaging liquid food.
• Ongoing enhancements aimed at prolonging the shelf life of liquid food during
distribution and storage without refrigeration.
• Creating eco-friendly products by exclusively utilizing paper cartons supplied by Tetra
Pak for all milk and liquid beverage items.
• Improving the quality of milk: Vinamilk has dedicated substantial resources to
advancements in dairy farming, encompassing grass cultivation, barn construction, formulation
of cow feed, veterinary care, and the establishment of modern farms and facilities for meal
preparation, milk production, and veterinary medicine.
Besides, strategies of price of Vinamilk are paid attention. Recognizing consumer
behavior, pricing consistently holds paramount importance in the acquisition of any product or
service, irrespective of its nature. Vinamilk assumes a leading role in evaluating the extent of
market competition within the Vietnamese dairy industry. Escalating milk prices have adverse
effects on a company's market share. Moreover, elevating the costs of products can diminish
consumer buying power due to relatively lower average incomes compared to certain other
developed nations. Vinamilk's strength lies in proactively seeking ample sources of raw
materials, prioritizing quality over dependence on imports. Consequently, Vinamilk's pricing
strategy consistently adapts to harmonize with the consumption patterns of consumers.
2.3 Conceptual metaphors in Advertising Discourses
Conceptual metaphors within advertising discourse function as potent linguistic and
cognitive instruments for conveying messages, shaping perceptions, and influencing consumer
behavior. The following are characteristics commonly identified in conceptual metaphors within
the realm of advertising:
Enhanced Memorability:
Metaphors contribute to the memorability of advertising messages. When advertisers
employ familiar metaphors, they tap into pre-existing cognitive frameworks, facilitating the
recall and retention of information by consumers.
Persuasive Impact:
Conceptual metaphors serve as persuasive tools, molding consumers' perceptions and
attitudes towards products or brands. They possess the ability to influence decision-making by
framing products positively or associating them with desirable qualities.
Metaphorical Mapping:
Metaphorical mapping involves linking elements from one domain to another. In
advertising, this connection entails aligning the characteristics of a product or brand with familiar
and positive attributes from another domain, reinforcing positive associations.
Brand Distinction:
Metaphors contribute to brand differentiation by spotlighting distinctive features or
positioning a brand uniquely. Advertisers utilize metaphors to set their products apart from
competitors and establish a memorable brand identity.
Universal Appeal:
Certain metaphors possess universal appeal, transcending cultural and linguistic
disparities. Advertisers leverage these cross-cultural metaphors to reach diverse audiences and
cultivate a global brand image.
Understanding the distinctive features of conceptual metaphors in advertising discourse
empowers marketers to construct campaigns that are not only effective but also resonate with
their target audience. By harnessing the cognitive and emotional dimensions of metaphors,
advertisers can craft compelling and persuasive messages that facilitate consumer engagement.
III. Methodology
3.1. Data
Data contains 13 Vinamilk TV commercials which were published in 2023 in
Vietnam. The length of each advertisement is from 15 to 30 seconds. Each is coded into
V1 to V13
3.2 Identification of metaphors
 The MIP (Metaphor Identification Procedure) is a method used to identify and analyze
conceptual metaphors in language. Developed by Stefan Kövecses, it involves a systematic
process of identifying linguistic expressions that suggest metaphorical mappings between
different conceptual domains. MIP was introduced in Kövecses' 2005 book titled "Metaphor in
Culture: Universality and Variation," and it has been applied in various studies to analyze
metaphors in different languages and contexts and the general procedure involves the following
steps:
• Identification of Potential Metaphors: Look for linguistic expressions that may indicate
metaphorical mappings. These can include metaphorical words, phrases, or expressions that
suggest a transfer of meaning from one conceptual domain to another.
• Contextual Analysis: Examine the context in which these potential metaphors occur.
Consider the surrounding words, sentences, and discourse to understand the intended meaning
and the metaphorical mapping involved.
• Conceptual Mapping: Identify the source and target domains in the metaphorical
mapping. The source domain is the domain from which metaphorical expressions borrow
meaning, and the target domain is the domain being described or understood.
• Categorization: Categorize the identified metaphors based on their conceptual mappings.
This helps in organizing and analyzing the data systematically.
• Interpretation: Interpret the identified metaphors in the context of the specific research
question or objective. Consider the cultural, social, or cognitive implications of the metaphors.
For example, V1- Vinamilk sữa dinh dưỡng thay áo mới( change new clothes) expressed the
action of the person, and the name VINAMILK is understood as the name of the person, which
represents VINAMILK IS A PERSON, specifically, the name of the milk is the name of the
person, the action of changing the clothes of the person is the action of the milk. It is illustrated
in the following table:
Table 1: Table mapping of VINAMILK IS A PERSON
TARGET DOMAIN: SOURCE DOMAIN:
VINAMILK A PERSON
 the name of the person
the name of the milk  the action of changing
the action of the milk the clothes of the person
Data: https://www.youtube.com/watch?v=RqjthLHjE2o
IV. Findings of the generation of conceptual metaphors in Vinamilk TV commercials
4.1. The generation of conceptual metaphors in Vinamilk
4.1.1. Target domains regarding to the products
a. VINAMILK IS A PERSON
It is interpreted in table 1 and the target domain is cued first, which helps the target
customer identify the products easily.
b. VINAMILK IS A FOOD
This conceptual metaphor is interpreted through six videos like V1, 4, 10, 11, 12 and 13
 In V1, giàu dinh dưỡng (rich in nutrients) expresses the ingredient of the milk, and phrase
cho cả gia đình- for the family represents the target customer of the milk
In V4, the phrase Vinamilk sữa tươi- Vinamilk fresh milk means that the flavor of the
milk is the flavor of the food; and phrase: sữa ngon- delicious milk expresses that the quality of
the milk is the quality of the food.
In V10, Sữa thơm ngon hoà quyện- milk is fragnant, delicious and blended means the
flavor of the milk is the flavor of the food; phrase sữa, thạch- jelly milk expresses the ingredients
of the milk; verbs like shake(lắc), (nhai nhóp nhép- Chew gum) represents the action of the
drinking milk is the action of eating the food; Susu chai có nắp có thạch mới- Bottled milk tea
with jelly toppings means the appearance of the container of milk is the appearance of the
container of the food. Besides, susu hộp lớn mới siêu lớn siêu đã- New super large super cool
box milk is meant that the size of the container of the milk is the size of the container of the food;
the phrase cho bé uống bé thích mê- Give the baby what the baby loves is understood that the
drinker is the eater; and also reflects that the feeling of the drinker is the feeling of the eater.
In V12, the ingredients of the milk are the ingredients of the food is interpreted by the
phrase 9 loại hạt thượng hạng và hơn 94% hàm lượng sưã hạt- 9 premium-grade seeds and over
94% seed milk content. Besides, the function of the milk is the function of the food is cued by the
phrase giúp tôi hoàn thiện vóc dáng, làn da- Help me perfect my figure and skin.
All of the sub-conceptual metaphors of A DRINK IS A FOOD is illustrated through this
following table:
Table 2: Table mapping of A DRINK IS A FOOD

TARGET DOMAIN: VINAMILK SOURCE DOMAIN: A FOOD

the ingredient of the milk  the ingredients of the food
the flavor of the milk the flavor of the food
the quality of the milk the quality of the food
the action of drinking the milk the action of eating the food
the appearance of the container of milk the appearance of the container of the food
the size of the container of the milk the size of the container of the food
the drinker the eater
the feeling of the drinker the feeling of the eater
c. VINAMILK IS A MEDICINE
It is interpreted though 6 videos like V2,3,7,8,9 and 13. However, the typical sub-
conceptual metaphor is expressed by V2. Thrase giá kinh tế- Economical price represents the
price of the milk. Then, the phrases Sữa non kẽm sắt tăng đề kháng có K2 canxi cao lớn, Nhân
3DHA trí tuệ- Zinc Iron Immune-Boosting Colostrum with High Calcium K2, DHA 3DHA for
intelligence expresses the ingredients and functions of the milk. The phrase phù hợp với trẻ em
Việt Nam- Suitable for Vietnamese children illustrates that customers of the milk. Besides, the
milk is understood as a medicine so the name of the milk is the name of the medicine, the
function of the milk is the function of the medicine, the ingredient of the milk is the ingredient of
the medicine, the drinker is the user, the price of the milk is the price of the medicine. It is shown
in the table
Table 3: Table mapping of A DRINK IS A MEDICINE

TARGET DOMAIN: VINAMILK SOURCE DOMAIN: A MEDICINE

the name of the milk  the name of the medicine
the function of the milk  the function of the medicine
the ingredient of the milk  the ingredient of the medicine
the price of the milk  the price of the medicine
the drinker  the user of the medicine
d. VINAMILK IS QUANTITY
In V3, the verbs like tăng, củng cố (increase, improve) illustrate the state and level of
development of the quantity, so it is interpreted as a quantity
Table 4: Table mapping of A DRINK IS A QUANTITY

TARGET DOMAIN: VINAMILK SOURCE DOMAIN: A QUANTITY

The level of development of the milk  The level of development of the quantity
e. VINAMILK IS A CONTAINER OF PROBIOTICS
In V3, the phrase Vinamilk Probi chứa 13 tỉ lợi khuẩn L.Caisi 431 ưu việt từ Châu Âu-
Vinamilk Probi contains 13 billion superior L.Caisi 431 probiotics from Europe represents the
ingredients of the nutrients; and the verb contain( chứa) illustrates that the milk is a container.
In V5, Probi happy Khoảng 104 tỷ lợi khuẩn L.Casei 431TM và Vitamin nhóm B và
“Hoạt chất hạnh phúc” L-5-Hydroxytryptophan- Probi Happy contains approximately 104
billion L.Casei 431TM probiotics and B-group vitamins, as well as 'Happiness Molecule' L-5-
Hydroxytryptophan. which show that the milk is the container of the nutrients; and the phrase:
tươi khoẻ đường ruột, thư thái tinh thần- Fresh gut, relaxed mind means the functions of the
nutrients. It is shown in the table:
Table 5: Table mapping of A DRINK IS A CONTAINER OF NUTRIENTS
SOURCE DOMAIN: A CONTAINER OF
TARGET DOMAIN: VINAMILK NUTRIENTS
The bottle  The container
The nutrients of the milk  the things inside the container
The function of the nutrients  The functions of the things inside the container
f. VINAMILK IS A COW
In V4, the phrase milk Ôi hạnh phúc quá, vinamillk vinamilk, Cô bò hạnh phúc- Oh, so
happy, Vinamilk Vinamilk, Happy Cow shows so the characteristics of the cow is the
characteristics of the milk the happiness of the milk and the cow; the phrase Cô bò hạnh phúc
đong đầy dòng sữa tươi ngon- The happy cow fills the stream with delicious fresh milk means
that the cow is the producer of the milk, and the quality of the cow is the quality of the milk
which is interpreted by the phrase Bò vui thật sữa ngon thật- The happy cow, the milk is
delicious. It is expressed in the following table
Table 6: Table mapping of A DRINK IS A COW

TARGET DOMAIN: VINAMILK SOURCE DOMAIN: A COW

the characteristics of the cow  the characteristics of the milk
the cow  the producer of the milk
the quality of the cow  the quality of the milk
g. VINAMILK is a valuable object
In V6, the action of collection of the milk is the action of collection of the valuable object
which is interpreted by the the phrase: sưu tập ngay trọn bộ 35 thẻ giới hạn Hero Team- Collect
the full set of 35 limited edition Hero Team cards now. The action of buying the milk is the
action of buying the valuable object being cued through the phrase: Mua càng nhiều trúng càng
lớn- The more you buy, the bigger the win. The action of scratching the ticket of the the milk is
the action of winning the valuable object which is expressed by the phrase: cào thẻ liền tay nhận
ngay quà xịn, Cào và quét mã QR để có cơ hội trúng thêm- Scratch the card, instantly receive
luxury gifts. Scratch and scan the QR code for additional winning chances. It is shown in the
table:
Table 7: Table mapping of A DRINK IS A VALUABLE OBJECT
SOURCE DOMAIN: A VALUABLE
TARGET DOMAIN: VINAMILK OBJECT
The action of collection of the milk  the action of collection of the valuable object
The action of buying the milk  the action of buying the valuable object
The action of scratching the ticket of the milk  the action of winning the valuable object
h. VINAMILK IS A GIFT
In V7, the buyer of the milk is the sender of the gift and the parents of the buyers of the
milk is the receivers of the gift which is interpreted by the phrase: Tặng cha mẹ quà- Give
parents a gift; The value of the milk is the value of the gift which is expressed by the phrase:
Mua 1kg6 Tiết kiệm 100.000đ, mua 1 hộp Sure Prevent Gold 1.6kg Tặng 1 chảo không dính,
Tặng 1 máy massage cầm tay khi mua 2 hộp Sure Prevent Gold 1.6kg- Buy 1.6kg and save
100,000 VND, buy 1 box of Sure Prevent Gold 1.6kg and get a free non-stick pan, get a handheld
massager for free when buying 2 boxes of Sure Prevent Gold 1.6kg.. Also, the function of the
milk is the function of the gift which is shown through the phrase: chất giúp cha mẹ ăn ngủ ngon
tận hưởng niềm vui bên gia đình- The substance helps parents eat and sleep well to enjoy the
happiness with family.
Table 8: Table mapping of A DRINK IS A GIFT

TARGET DOMAIN: VINAMILK SOURCE DOMAIN: A GIFT

The buyer of the milk  the sender of the gift
The parents of the buyers of the milk  the receivers of the gift
The value of the milk  the value of the gift
The function of the milk is the function the function of the gift
i. VINAMILK IS A RESEARCH
In V8, the process of the choosing the milk for the children is the process of doing the
research which is reflected through the number of trial of different usage of milk of the mother.
The result of findings of the milk is the result of findings of the research which is shown throught
the sentence: Sữa tốt nhất là sữa hợp với con nhất- The best milk is the one that suits your child
the most. this sentence expresses that children / the drinkers are participants of the research and
moms/ the buyers of the milk are the researchers.
Table 8: Table mapping of A DRINK IS A RESEARCH

TARGET DOMAIN: VINAMILK SOURCE DOMAIN: A RESEARCH

The process of the choosing the milk for the children  the process of doing the research
The result of findings of the milk  the result of findings of the research
The drinkers  the participants of the research
The buyers of the milk  the researchers
j. VINAMILK IS WEATHER
In V8, cool milk (sữa mát) shows that feature or function of the milk, and cool represents
the coolness of the weather. It is shown in the table:
Table 9: Table mapping of A DRINK IS WEATHER

TARGET DOMAIN: VINAMILK SOURCE DOMAIN: WEATHER

The coolness of the milk  the coolness of the weather
k. VINAMILK IS A FUEL
In V12, green shows the high and safe quality of the any product so the quality of the
milk is the green color of the fuel and the milk is the green fuel. The phrase: nạp năng lượng
xanh- Recharge with green energy. shows the action of the drinking the milk is the action of
charging the fuel. Furthermore, the phrase: giúp giữ dáng khoẻ da- Help maintain a healthy
figure and skin expresses the function of the milk and it is also the function of the fuel:
Table 9: Table mapping of A DRINK IS A FUEL

TARGET DOMAIN: VINAMILK SOURCE DOMAIN: A RESEARCH

The quality of the milk  the green color of the fuel
The milk  the green fuel
The action of the drinking the milk  the action of charging the fuel
The function of the milk  the function of the fuel
m. BRAND IS QUANTTY
Besides target domain A DRINK, BRAND also reflect the milk when the milk is
identified by the target domain choice. In V1, the phrase: đa dạng thương hiệu- Diverse brands.
shows the number of the brand is the number of quantity

TARGET DOMAIN: VINAMILK SOURCE DOMAIN: A QUANTITY

the number of the brand  the number of quantity
In conclusion, the brand identification is illustrated through target domain choices in 13
TV commercials of Vinamilk.
4.1.2. Target domains regarding to the potential customers
The aims of advertisements put forward to the target customers as well the products. The
customers are shown through target domain choices such as body part (STOMACH,
INTESTINE), human action (TAKING CARE OF CHILDREN), and the concept of time
(TIME)
a. Target Domain Regarding to Human Body
 STOMCH IS A BATTLE
In V3, the phrase: lợi khuẩn chết đi, hại khuẩn sẽ sinh sôi và lấn át lợi khuẩn- The dead bacteria
will be replaced by harmful bacteria, which will proliferate and dominate the beneficial
bacteria, which means that probiotics and harmful bacteria is opponents and the battle between
beneficial and unbeneficial probiotics is the battle between opponents. Bức tường đề kháng suy
yếu- Weakened immune barrier expresses defense barrier in war and the weak state of the
defense barrier is the state of the barrier. The phrase: đã có sữa chua uống men sống Vinamilk
Probi chứa 13 tỉ lợi khuẩn L.Cái 431 ưu việt từ Châu Âu để củng cố bức tường đề kháng bảo vệ
cơ thể- Introducing Vinamilk Probi, live yogurt drink, containing 13 billion superior L.Caisi
431 probiotics from Europe to reinforce the immune barrier and protect the body. illustrates that
the milk is the tool of the winner of the battle.
Table 10: Table mapping of A STOMACH IS A BATTLE
TARGET DOMAIN: A STOMACH SOURCE DOMAIN: A BATTLE
probiotics and harmful bacteria  the opponents
the battle between beneficial and unbeneficial probiotics  the battle between opponents
the defense barrier of the children  the defense barrier of the battle
the weak state of the defense barrier  the state of the barrier of the battle
the milk  the tool of the winner of the battle
 INTESTINE IS THE SECOND BRAIN OF THE PERSON
The phrase: hệ thần kinh ruột được xem là bộ não thứ hai của con người. Khi ruột không khỏe
thì não khó vui- The gut nervous system is considered the second brain of the human body. When
the gut is not healthy, the brain finds it hard to be happy shows that the state of the intestine is
the state of the second brain of the person
Table 11: Table mapping of A INTESTINE IS THE SECOND BRAIN OF THE PERSON.
 SOURCE DOMAIN: THE SECOND BRAIN
OF THE PERSON
TARGET DOMAIN: INTESTINE
the state of the intestine  the state of the second brain of the person
b. Human action
 TAKING CARE OF A CHILD IS A JOURNEY
The phrase: nuôi con giờ thêm an nhàn-Raising children now more leisurely shows the feature of
taking care of children is the feature of the journey, and this process is not easy. The phrase: nuôi
con đường dài- Raising children for the long haul illustrates that the segment of taking care of
children is the segment of the journey; and the stage is long.
Table 12: Table mapping of TAKING CARE OF A CHILD IS A JOURNEY
SOURCE DOMAIN:
A JOURNEY
TARGET DOMAIN: TAKING CARE OF A CHILD
the feature of taking care of the child  the feature of the journey
the segment of taking care of a child  the segment of the journey
c. TIME IS A CONTAINER OF ENERGY
In V13, the phrase: Ngày mới tràn đầy năng lượng- A day filled with energy with the verb: tràn
đầy- filled with expresses the container overflowing the energy inside out; and the new day
represents for Time; so it is interpreted Time is a container:
Table 13: Table mapping of TIME IS A CONTAINER OF ENERGY
TARGET DOMAIN: TIME SOURCE DOMAIN: A CONTAINER OF ENERGY
The time  the container
The new day of the time  the energy of the container
4.2. Domain choices in the conceptual metaphors of Vinamilk advertisements
First, the target domain choices are listed in the table
Table 14: The selection of target domains
No. TARGET DOMAIN Frequency Percentage
1 related to the milk 22 81,5%
2 related to the person 5 18,5%
Total 27 100
As can be seen, the target domains concerned with the milk have 22 times frequency with 81.5
%, which rank first. The second rank is target domains related to the person, taking account at
18.5 %. In conclusion, the objectives of the TV commercials only take notice at the products
being advertised and their targeted customers. It is reflected the marketing strategies of Vinamilk
as well as the typical characteristics of conceptual metaphors in advertising discourses.
Second, the source domain choices are listed in the following table:
Table 15: The selection of source domains
No. SOURCE DOMAIN Frequency Percentage
 1 a person 1 3,7%
2 a food 6 22,2%
3 a medicine 6 22,2%
4 quantity 2 7,4%
5 a cow 1 3,7%
6 a container 3 11,1%
7 a valuable object 1 3,7%
8 a gift 1 3,7%
9 a research 1 3,7%
10 weather 1 3,7%
11 fuel 1 3,7%
12 the second brain of the person 1 3,7%
13 a journey 1 3,7%
14 a battle 1 3,7%
Total 27 100,0%
As can be seen, source domains A FOOD and A MEDICINE have six times frequency
with 22.2%, which rank first. The second place is source domain A CONTAINER with three
times frequency and 11.1%. The third place is source domain QUANTITY, which takes account
for 7.4%. The last position is other source domains.
In conclusion, all source domains common in life so all conceptual metaphors in
Vinamilk TV commcercials are universal with the accordance to Lakoff & Johson (2008).
Furthermore, universual conceptual metahors such as MILK IS FOOD, A MEDICINE, A
CONTAINER. AN OBJECT, A GIFT, A JOURNEY, and A BATTLE are identified in both
researches of Nguyen Thi Lan Phuong (2020) and Hoang Thi Oanh (2023). However, MILK IS
A COW has not discovered, which illustrates the marketing strategy of Vinamilk when using the
happy cows to symbolize the brand makes their potential customers feel amazed and easy to
remember their products. The other marketing approaches are also unveiled in this article.
First, target domains A DRINK are cued with the ratio of 81.5%, which is to enhance
memorability from the potential customers and then create brand distinction of the Vinamilk
products in their minds. Two types of target domains and 14 source domains are interpreted
through 13 tables of mapping, which shows metaphorical mapping of conceptual metaphors in
advertising discourses. In advertising, this connection entails aligning the characteristics of a
product or brand with familiar and positive attributes from another domain, reinforcing positive
associations.
Besides the findings of the connection between domain choices and features of
conceptual metaphors in advertising, these domains also reflect typical marketing strategies of
Vinamilk in 2023. First, VINAMILK IS A PERSON expresses the action of changing the packet
of the milk is the action of changing clothes of the person, which shows the transformation of
package and design by using Tetra Pak for all milk and liquid beverage items. Second,
conceptual metaphors A DRINK IS A MEDICINE, A DRINK IS A FOOD, A DRINK IS A
RESEARCH and the others focus the quality, functions and values of the milk. It is
demonstrated by the third marketing strategy of Vinamilk, which is to improve the quality of
milk.
Furthermore, the policy of the price of Vinamilk is mentioned in conceptual metaphor A
DRINK IS A MEDICINE with the metaphorical mapping: the reasonable price of the milk is the
reasonable price of the medicine.
V. Conclusion
The study supporting the argument that conceptual metaphors are ubiquitous, as proposed
by Lakoff & Johnson (2008). In advertising discourses, a specific product is considered as an
abstract, which is visualized by source domains with common and universal themes. Under the
light of cognitive linguistics, the brand identity is unveiled through the analysis of particular
advertisements of each company, and this article is an experiment.
The language possesses inherent power to evoke the intentions that manufacturers aim to convey
about their products, extending beyond visual and auditory elements. Conceptual metaphors have
transformed products from specific objects into various abstract ideas. Subsequently, these
concepts are described through objects closely associated with human experiences, linking to
physiological, natural, and social contexts.
Reference:
[1]. Lakoff, G., & Johnson, M. (2008). Metaphors we live by. University of Chicago press.
[2]. Group, P. (2007). MIP: A method for identifying metaphorically used words in
discourse. Metaphor and symbol, 22(1), 1-39.
[3]. Hoàng Thị Oanh (2023). Ẩn Dụ Ý Niệm Trong Quảng Cáo Truyền Hình Về Sữa Tại Việt Nam.
Tạp chí Ngôn Ngữ và Đời Sống, số 5a (339)-2023, 27-35.
[4]. Nguyễn Thị Lan Phương (2023). Đối Chiếu Ẩn Dụ Ý Niệm Trong Quảng Cáo Tiếng Việt Và
Tiếng Anh (Doctoral dissertation, Viện Hàn Lâm Khoa Học Xã Hội Việt Nam, Học Viện Khoa
Học Xã Hội,).
Data:
V1 https://www.youtube.com/watch?v=RqjthLHjE2o
V2 https://www.youtube.com/watch?v=YeOtssDG5LQ
V3 https://www.youtube.com/watch?v=yxX2khu8QFU
V4 https://www.youtube.com/watch?v=uiBhh1hjJdo
V5 https://www.youtube.com/watch?v=MGYYOSRKD7E
V6 https://www.youtube.com/watch?v=6F9QI7e1d5s
V7 https://www.youtube.com/watch?v=O9zmmQ0klj4
V8 https://www.youtube.com/watch?v=-N9vn3YfnOc
V9 https://www.youtube.com/watch?v=vBPVQGHK0Ws
V10 https://www.youtube.com/watch?v=1FiCo3SbO8w
V11 https://www.youtube.com/watch?v=HoHgICpundE
V12 https://www.youtube.com/watch?v=yS5tzFnLzpc
V13 https://www.youtube.com/watch?v=u1tIoQvnKn8
 ẨN DỤ Ý NIỆM TRONG QUẢNG CÁO SỮA VINAMILK TẠI
VIỆT NAM

Hoàng Thị Oanh†

Tóm tắt: Mục tiêu của nghiên cứu là nghiên cứu các ẩn dụ ý niệm trong quảng cáo
truyền hình của Vinamilk trong năm 2023. Phương pháp nhận dạng ẩn dụ của MIP (2007) được
áp dụng khi phân tích ngôn từ trong các quảng cáo Vinamilk. Hai loại miền đích liên quan đến
sản phẩm và khách hàng tiềm năng được kích hoạt trong khi mười bốn miền nguồn và được giải
thích thông qua mười ba bảng ánh xạ các ẩn dụ tư duy trong những quảng cáo truyền hình này.
Việc tạo ra những ẩn dụ ý niệm này phản ánh những đặc điểm đặc trưng của các ẩn dụ ý niệm
trong các diễn ngôn quảng cáo và bốn chiến lược tiếp thị quan trọng cũng như chính sách giá
của thương hiệu Vinamilk hiện nay.
Từ khóa: ẩn dụ ý niệm, Vinamilk, quảng cáo truyền hình, diễn ngôn quảng cáo, chiến lược tiếp
thị

†
Trường Đại học Kinh Tế Kỹ Thuật Công Nghiệp