Ontological Metaphors in Garnier Germany Advertising Texts

Abstract

The use of metaphor is an effective means of constructing meaning and enhancing message appeal in advertising texts. Advertising texts do not merely convey product information, but also employ specific linguistic choices to shape perception and emotional closeness with readers. This study aims to examine ontological metaphors in Garnier Deutschland advertising texts from a stylistic perspective. The research employs a descriptive qualitative method with a stylistic approach. The data consist of linguistic elements found in Garnier Deutschland advertising texts, collected through observation and note-taking techniques, and analyzed using the conceptual metaphor theory proposed by Lakoff and Johnson (2003). The findings indicate that ontological metaphor is the most dominant type of metaphor in the analyzed advertisements. Ontological metaphors function to concretize abstract concepts related to hair conditions and treatments, allowing the product to be perceived as more tangible, accessible, and easily understood by readers. From a stylistic perspective, the use of ontological metaphor contributes to the strengthening of emotive and referential language functions, which support the suggestive power and communicative effectiveness of Garnier Deutschland advertising texts.

Keywords: Ontological metaphor, Advertising text, Stylistics