Exploring The Role of Conceptual Metaphor in Expoundng Social Roles and Values in Contents of Billboard Adverts in Ghana.
- Author Dorah Mensah
- Co-Author Gabriel Kwame Ankrah and Kwabena Badu Amponsem
- DOI 10.17605/O
- Country : Ghana
- Subject : Education
Keywords : Metaphor, Conceptual, Advertisements, Feminism, Chastity
Abstract
This paper examines the content of advertisements in Ghana especially those adverts that are placed on billboards along the roads and streets. The study is premised on the theory of conceptual metaphor as prescribed by Lakoff and Johnson (1980) in “Metaphors We live by”.
We present a qualitative analysis of 10 (ten) newspaper adverts that are randomly selected from various points - the content of advertising messages and how they communicate to the target population. This qualitative analysis is done through the lens of metaphors- conceptual metaphors. Secondly, the paper takes a detailed look at the cultural details and implications of advertising messages in terms of the social roles and values portrayed through the young woman in advertisements in Ghana. The findings reveal that most advertising industries exploit metaphorical ways of presenting their messages to the general public. The study reveals again that contents of most advertising messages on billboards, though pictorial representations, are couched and communicated effectively through the lens of conceptual metaphor. To this effect, advertisements portray certain social roles and values as honesty, hardwork, chastity, ambition, feminism, love and romance among others.
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