Multimodal Metaphors in Snack Food Advertisements in English and in Vietnamese: A Comparative Study

In the modern advertising landscape, creating messages that resonate emotionally and culturally with audiences is essential for engagement. Multimodal metaphors are increasingly utilized to convey complex cultural meanings. This study investigated the use of multimodal metaphors in snack food advertisements in both English and Vietnamese, focusing on how verbal, visual, and auditory elements interacted to create persuasive and culturally resonant messages. A total of 24 advertisements—12 in English and 12 in Vietnamese—were analyzed using a mixed-methods approach that incorporated both quantitative and qualitative analyses. The quantitative findings revealed distinct differences in metaphor frequency between the two languages, while the qualitative analysis explored the cultural nuances that shaped metaphor usage. English advertisements predominantly emphasized themes of individual success, personal indulgence, and self-empowerment, reflecting the values of individualism commonly found in Western cultures. In contrast, Vietnamese advertisements focused on family unity, community, and shared experiences, which aligned with collectivist cultural values deeply rooted in Vietnamese society. These differences underscored the importance of cultural context in shaping advertising strategies. This study also provided critical insights for advertisers, emphasizing how culturally tailored messages that adapted metaphor usage to the values of the target audience could enhance both engagement and message effectiveness. Ultimately, the research highlighted the essential role of cultural and linguistic factors in constructing multimodal metaphors, offering practical implications for the development of more effective and culturally aligned advertisements.