Main Article Content

Fais Wahidatul Arifatin


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 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. 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 interpretation. No matter the understanding achieved, the advertising slogans main focus is to deliver a positive message and to promote the products.

Article Details

How to Cite
Arifatin, F. (2019). METAPHORS IN COFFEE ADVERTISING SLOGANS. Jurnal Ilmiah Bina Bahasa, 12(2), 1–10.


[1] Cruse, Alan. (2006). A Glossary of Semantics and Pragmatics. Edinburgh: Edinburgh University Press.
[2] Database - Marketing and Advertising Slogans, Mottos, Taglines. (2015). Retrieved 30 December 2015, 2015, from
[3] Forceville, Charles. (2000). Compasses, Beauty Queens and Other PCs: Pictorial Metaphors in Computer Advertisements. Hermes, Journal of Linguistics, 24, 31-55.
[4] Hurford, James R, Heasley, Brendan, & Smith, Michael B. (2007). Semantics: A Coursebook. Cambridge: Cambridge University Press.
[5] Kertész, András. (2004). Cognitive Semantics and Scientific Knowledge: Case Studies in The Cognitive Science of Science (Vol. 4). Amsterdam: John Benjamins Publishing.
[6] Knowles, Murray, & Moon, Rosamund. (2004). Introducing metaphor: Routledge.
[7] Kovecses, Zoltan. (2010). Metaphor: A Practical Introduction (2nd ed.). Oxford: Oxford University Press.
[8] Lakoff, George. (1990). The Invariance Hypothesis: is abstract reason based on image-schemas? Cognitive Linguistics (includes Cognitive Linguistic Bibliography), 1(1), 39-74.
[9] Lakoff, George, & Johnson, Mark. (1980). Metaphors We Live By. Chicago: University of Chicago Press.
[10] Nordquist, Richard. (2015, 16 October 2015). Conceptual Metaphors. Retrieved 22 December 2015, 2015, from
[11] Ortony, Andrew. (1993). Metaphor and Thought. Cambridge: Cambridge University Press.
[12] Slogans. (2015). Retrieved 30 December 2015, 2015, from
[13] Tjitrakusuma, Nani Indrajani. (2013). Pictorial Metaphors in Food and Beverages Advertising Discourse. Petra Christian University.
[14] Walter, Elizabeth. (2008). Cambridge Advanced Learner's Dictionary Hardback with CD-ROM for Windows and Mac Klett Edition: Ernst Klett Sprachen.
[15] Wikipedia. (2015). Retrieved 30 December 2015, 2015, from