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Seminar paper from the year 2021 in the subject English Language and Literature Studies - Linguistics, grade: 1,7, Free University of Berlin, language: English, abstract: The following paper will look into the usage of conceptual metaphors in advertisements from the ten most popular beer brands in the UK. I will present the four predominant general metaphors in beer advertisements and their different function. Firstly, the essay outlines Lakoff and Johnson's (1980) approach to metaphor. Hence, I will explain the Conceptual Metaphor Theory. Secondly, the method of data collection will be illustrated and I will clarify how I identified the conceptual metaphors. Subsequently, the research results will be described and interpreted. Lastly, I will summarise my results and discuss the effect these advertisements might have on society.
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