METAPHORS IN COFFEE ADVERTISING SLOGANS

Conceptual metaphors are noticeable in everyday life, not just in language but in thought and action. They can be found in many life aspects such as advertisements. Through advertising slogans of products, especially coffee, metaphors are used. This paper aims to identify and analyze both the conceptual metaphors and the creative metaphorical linguistic expressions used in coffee advertising slogans and the possible reasons why a certain source domain is chosen for the coffee target domain. The findings of this paper are that conceptual metaphors are used extensively in coffee advertising slogans to arouse customers‟ interest. Good and creative coffee advertising slogans depend on well-chosen conceptual metaphors. This expands some new conceptual metaphors in our everyday life since advertising slogans contain brief and short sentences, even not in a full sentence, there could be more than one possible interpretation for each slogan. Different people may have different interpretations. No matter the understanding achieved, the advertising slogans main focus is to deliver a positive message and to promote the products.


INTRODUCTION
The areas of linguistic semantics do not only deal with "literal" meaning, but also with semantic phenomena that called "figurative" or "non-literal" meaning, such as metaphor. The study of non-literal meaning, especially metaphor, has become much more important in recent years, partly because "semanticists have begun to realize how prevalent it is in everyday language" (Hurford, Heasley, & Smith, 2007, p. 328). Metaphor is noticeable in everyday life, not just in language but in thought and action. "Our ordinary conceptual system, in terms of which we both think and act, is fundamentally metaphorical in nature" (Lakoff & Johnson, 1980, p. 4). In other words, our reasoning or opinions, emotion and action are conceptualized and structured metaphorically.
Metaphors are applied in many kinds of people fields" life such as, politics, education, economy, entertainment, industry, and other fields. As the development of today"s media industry and commercialization in many aspects of human"s life, advertising, as one of the most efficient way to publicize and sell products such as food or beverages, is taking a role as a part of people"s everyday life. It is impossible for us not to encounter a single advertisement.
Advertisements are everywhere. The advertisements power of selling and publication depend on the power of words used. Here, the conceptual metaphors are taking part. An appropriate and well-chosen metaphor will play important role in selling a certain product.
Some previous studies focusing on metaphors in advertising have been conducted.
For instance Tjirakusuma (2013) has conducted a research focuses on pictorial metaphors in food and beverages advertising discourse. She revealed through the use of conceptual metaphors in pictures that are more interesting and eye catching than the verbal ones, advertisers do not need to say their real purpose of selling the products and usually these pictorial metaphors (Tjitrakusuma, 2013 (Forceville, 2000).
It seems that among the previous studies, there is less attention in the use of conceptual metaphors in the slogans of advertising. The power of words used in slogans of advertising perhaps is the most influential aspect. Among many types of advertisements, this study mainly focuses on the slogans in the field of coffee advertising and discusses the metaphors used in those slogans. The aims are to: identify and analyze both the conceptual metaphors and the creative metaphorical linguistic expressions used in coffee advertising slogans and the possible reasons why a certain source domain is chosen for coffee target domain.
This paper covers introduction for the first part, and the next is theoretical framework. The third section is a brief description of the method, and discussion is the fourth. The last part will be the conclusion.

METHODOLOGY
This paper uses a qualitative method through identification and analysis. First, the coffee advertising slogans from the source are selected. After that, the metaphorical use of words and expressions is identified. Then the theory of conceptual metaphors will be applied in the analysis and discussion of those metaphorical expressions.
In the discussion, the writer will use four points of metaphors; conceptual metaphors, conceptual domains in metaphors, conceptual metaphors and metaphorical expressions, types of metaphors, and creative metaphors.

Conceptual Metaphors
So, what are conceptual metaphors?
According to the metaphors general review from Metaphors We Live By (Lakoff & Johnson, 1980, pp. 116-117) in A Glossary of Semantics and Pragmatics (Cruse, 2006, p. 31) and Semantics: A Coursebook (Hurford et al., 2007, p. 331), "metaphors are conceptual (mental) operations reflected in human language that enable speakers to structure and construe abstract areas of knowledge and experience in more concrete experiential terms". The basic idea is a conceptual metaphor is a figurative comparison in which one idea (conceptual domain) is understood in terms of another (Nordquist, 2015). Nordquist (2015) elaborates that the word metaphor itself is a metaphor, coming from a Greek word meaning "to transfer" or "to carry across". So, metaphors carry or transfer a meaning from one word to another. Metaphors imply a comparison which is made between two different things that actually have something in common.

Conceptual Domains in Metaphors.
Related to the view of metaphors elaboration, we have to understand the knowledge areas of conceptual domains in metaphors. There are two kinds of domains or areas knowledge in metaphors. They are the source domain and target domain (Hurford et al., 2007, p. 331), (Lakoff & Johnson, 1980, p. 266 (Hurford et al., 2007, p. 331). In this process, Nordquist (2015) describes "in understanding one domain in terms of another domain involves a set of fixed correspondences". To know a conceptual metaphor is to know the set of mappings or projections that applies to a given source-target pairings (Kovecses, 2010).

Conceptual Metaphors and Metaphorical
Expressions.
There is a difference between metaphorical expressions and what Lakoff and Johnson (1980) called conceptual metaphors, "which is considered to be synonymous with metaphorical concept" (Kertész, 2004, p. 48).
According to Kertész (2004), the relationship between metaphorical expressions and conceptual metaphors or metaphorical concepts deals with three aspects: a. The linguistic manifestations of conceptual metaphors are metaphorical expressions.
"Metaphors as linguistic expressions are possible precisely because there are metaphors in a person"s conceptual system" (Lakoff & Johnson, 1980, p. 6 (Hurford et al., 2007, p. 335), (Lakoff & Johnson, 1980, p. 15). In other words, an orientational metaphor is a figurative language that involves spatial relationships. Orientational metaphors deal with both physical and culture elements (Lakoff & Johnson, 1980, p. 18 (Hurford et al., 2007, p. 336). In other words, ontological metaphor is a figurative comparison in which something concrete is projected onto something abstract (Nordquist, 2015). This metaphors provides ways of viewing events, activities, emotions, etc, as entities and substances to understand the concept better (Lakoff & Johnson, 1980, p. 26

Creative Metaphors.
Metaphors can be regarded as "an essential characteristic of the creativity of language" or "deviant and parasitic upon normal use" (Ortony, 1993, p. 2 behind. On the other hand, they make use of a great deal of conventional and everyday metaphors. Actually "everyday language and the everyday conceptual system contribute a great deal" to their works (Kovecses, 2010, p. 43).

RESULTS
The understanding of the coffee slogans is also further discussed.

COFFEE IS FRIENDSHIP
One advertising slogan by (1)  The slogans emphasize on how we can understand each coffee through each taste.
"Taste is one of the senses, namely the physical ability to detect flavors" ("Wikipedia," 2015).
By having Mellow Roast Coffee, coffee drinkers will experience great sweet coffee without bitterness. Nescafe Cap Colombie Coffee offers a rare taste in coffee that cannot be found in others; while Burgil Coffee emphasizes that life will be too short for bad coffee that is why coffee drinkers need great taste coffee in Burgil Cooffee. COOFEE IS TASTE also works in other examples given.

COFFEE IS UP
Coffee always refers to caffeine. "Caffeine is a chemical, found for example in tea and coffee, which is a stimulant (= something which makes people more active)" (Walter, 2008).
Advertisers utilize the component of coffee, caffeine; to emphasize that by having coffee will make coffee drinkers are in UP condition.
It can be illustrated with these coffee slogans: (1) Utica Coffee Roasting Company: Wake the