Unveiling Hidden Messages: A Metaphoric Mapping of Malaria E-advertisement in Selected YouTube Videos

Malaria is perceived as a deadly disease affecting most communities in the world, despite ceaseless medical and media efforts, including targeted advertisements aimed at raising awareness and prevention. Previous studies concentrated on the visual and linguistic aspects of malaria advertisements but have neglected the advertisers' communicative intentions regarding malaria. This study centres on the advertisers' communicative intentions as conveyed through various metaphoric mappings in malaria e-advertisements, using the theoretical resources of Lakoff and Johnson's conceptual metaphor theory.