Publications

Publication details [#56848]

Lantolf, James P. and Larysa Bobrova. 2012. Happiness is drinking beer: a cross-cultural analysis of multimodal metaphors in American and Ukrainian commercials. International Journal of Applied Linguistics 22 (1) : 42–66.

Publication type

Article in journal

Publication language

English

Keywords

advertisement | commercial language | conceptualization | language and culture | metaphor

Language as a subject

English, American | Ukrainian

Place, Publisher

Wiley-Blackwell

Journal WWW

www.ingenta.com/journals/browse/bpl/ijal

Annotation

This article discusses how cross-cultural variation in grouping and implications of multimodal conceptual metaphors in American and Ukrainian beer commercials, reveals a distinct conceptual comprehension of beer drinking, friendship, luck, and patriotism.