STUDY OF METAPHORS IN SELECTED COSMETICS ADVERTISEMENTS

Research Problem: Despite growing research on advertising language, limited attention has been given to the persuasive role of metaphor and visual representation in cosmetics advertising. This study examines metaphors in selected cosmetics advertisements, focusing on meanings conveyed through advertising slogans and their influence on consumers and purchasing behaviour. Methods/Theory: A descriptive-qualitative approach was adopted. Data were collected from official websites and social media platforms of selected local and international cosmetic brands. The study is anchored on the metaphor theories of Charles Forceville, and Murray Knowles and Rosamund Moon, used to identify types and meanings of metaphors in English cosmetic advertising slogans. The analysis covered products such as lipstick, facial foam, eyeliner, mascara, and facial powder. Results: Findings reveal that, out of eleven advertisements analysed, nine contain conventional and verbo-pictorial metaphors, while two contain creative and verbal metaphors. Verbo-pictorial metaphor is dominant, accounting for 81.8%, while verbal metaphor accounts for 18.1%, and pictorial metaphor is absent. The study also shows that consumers are unconsciously influenced by metaphorical language and visual representations, increasing interest in cosmetic products and strengthening product attractiveness in competitive advertising environments. Conclusion: The study concludes that metaphors are effective persuasive tools that enhance product appeal and influence purchasing decisions. Key Contribution to Knowledge: The study contributes by demonstrating the dominance and effectiveness of verbo-pictorial metaphors in cosmetics advertising. Recommendation: Advertisers should use metaphors responsibly to ensure clarity and cultural appropriateness, while future researchers should explore metaphor use in other advertising domains and media platforms.