Abstract
Synesthetic is a phenomenon where one sensory experience is described using terms from another sensory modality. A synesthetic expression is a linguistic device that blends different sensory modalities, e.g., sweet voice is a combination of taste (sweet) and sound (voice). This study collects synesthetic expressions used in English food commercials and advertisements for the purpose of examining the conceptual metaphors used in promoting food products. Conceptual metaphor theory (Lakoff and Johnson, 1980) is a framework that explains how abstract concepts are understood through more concrete, sensory-based experiences. The result shows that blending sensory descriptions helps advertisers create multisensory experiences to evoke a stronger appeal of the product’s qualities. For example, Rich, velvety chocolate Combines touch (velvety) with taste (rich), Commonly used in chocolate brand advertisements, like Lindt or Godiva. Furthermore, the conceptual metaphors such as FOOD IS A TEXTURE and FOOD IS VISUAL VIBRANCY are frequently adopted. Take FOOD IS A TEXTURE as an example. It conceptualizes food as something tactile, appealing to the sense of touch. While we don’t physically touch food with our hands during consumption, words like velvety and soft transfer the tactile sensation to the taste experience. This conceptual metaphor creates an intimate and indulgent sensory appeal, suggesting that the texture of food directly impacts its quality or enjoyment. By blending touch with taste, it elevates the perception of luxury and comfort. Consumers associate smooth or soft textures with premium or high-quality food, which evokes a sense of satisfaction and comfort.
Presenters
Shelley Ching-yu DepnerProfessor, Department of Foreign Languages and Literature, National Cheng Kung University, Taiwan
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
SYNESTHETIC EXPRESSION, FOOD COMMERCIALS, CHOCOLATE BRAND ADVERTISEMENTS, CONCEPTUAL METAPHOR
