A Critical Metaphor Analysis of Fashion Advertising Slogans: A Cross-Cultural Comparison between the United States and Vietnam

Abstract

This study investigates conceptual metaphors in fashion advertising slogans used by American and Vietnamese brands from a cross-cultural perspective. Using the framework of Critical Metaphor Analysis (CMA) proposed by Charteris-Black (2004), the research analyzes 20 metaphorical fashion slogans, including 10 American and 10 Vietnamese slogans. The study aims to identify the major conceptual metaphors employed in the slogans, examine their persuasive and ideological functions, and explore cultural differences reflected in advertising discourse. The findings reveal that American slogans tend to emphasize freedom, individuality, competition, and self-expression, whereas Vietnamese slogans focus more on harmony, care, emotional connection, and community values. These differences can be explained through Hofstede’s cultural dimensions, particularly individualism versus collectivism. The study highlights the close relationship between metaphor, culture, and ideology in fashion advertising discourse.