CONCEPTUAL METAPHOR “COMMERCE IS SPORT” IN VIETNAMESE AND ENGLISH COMMERCIAL NEWS DISCOURSE: A CONTRASTIVE STUDY

Abstract

Conceptual metaphor is a common approach in linguistics and cognition, reflecting how humans use language and imagery to convey meaning in various fields. Metaphor is widely employed in commercial news discourse as a powerful strategy to create impressions, vividly convey information, and enhance persuasiveness. This study utilizes the metaphor identification method of the Pragglejaz Group, descriptive method, and two-way comparative method to identify five sub-metaphors, number and frequency of metaphorical expressions of conceptual metaphor "COMMERCE IS SPORT" in Vietnamese and English commercial news discourse. This aims to reveal similarities and differences in the two languages based on three criteria: quantity, frequency of metaphorical expressions, mapping mechanism, and cultural cognitive patterns. The novelty of this research compared to previous studies lies in its in-depth analysis of sub-metaphors and, to some extent, identification of differences in cultural thinking between Vietnamese and American communities in the use of metaphors.