The empirical review of conceptual metaphor of Vietnamese press release discourse

Abstract

In the context of increasingly highly competitive market, the issuance of press releases with attraction-grabbing content has posed numerous challenges to both enterprises and individuals. This study aims at synthesizing and categorizing conceptual metaphor models in terms of their frequency and purposes. These metaphor models feature the human target domain, including “HUMAN BEINGS ARE COSTUMES” and “HUMAN BEINGS ARE SYMBOLS”. The research findings reveal the application of these conceptual metaphor domains in Vietnamese Press Discoures as well as their impact on the media. The author, in an attempt to achieve her goals, has applied the mixed method in research – by first analysing the relevant discourse: 228 Vietnamese press releases, then conducting the qualitative research: in-depth interviews with PR experts and journalists regarding these contents. Therefore, the research does not limit itself in analyzing the effectiveness of the conceptual metaphor models, but can benefit those interested in transferring messages from the press releases.