Multimodal metaphor in Vinfast electric car advertising posters

Abstract

This article investigates the meaning-making mechanism of multimodal metaphor in commercial advertising discourse, specifically focusing on the premium electric vehicle (EV) promotional posters (VF8, VF9) released by the Vinfast brand between January 2025 and June 2026. By establishing an integrated analytical framework that combines Conceptual metaphor theory (Lakoff & Johnson), Multimodal metaphor (Forceville), and a modified Metaphor identification procedure VU (MIPVU), the author deconstructs visual and verbal elements to elucidate cognitive interaction mechanisms. The corpus analysis of 30 posters reveals that visual source domains are diversely exploited from categories such as humans, fashion, workspaces, nature, and animals. Depending on the source domains utilized, different metaphorical dimensions of the visual target domains are highlighted. The study demonstrates that slogan systems perform a dual function: acting as verbal anchors for the imagery while shifting the physical functionalities of the product into symbolic values such as social power, pioneering status, and an elite lifestyle. Consequently, the article sheds light on VinFast's strategic positioning of consumer perception and national brand identity in the digital media era.