CONCEPTUAL METAPHOR THEORY

Poster analysis

Aleksandra Gajda
Kinga Klepacz
6FANS1
 INTRODUCTION
In our project, we will analyze internet posters using conceptual metaphor theory
to
identify the metaphors used and theirs meanings for viewers. This helps us
understand how posters communicate ideas, emotions, and values, and which
metaphors are most effective.

We choose this topic to deepen our understanding of how language and images
create meaning, benefiting research in various fields and helping poster makers,
marketers,educators, and non-profits create more effective campaigns.
 • Conceptual metaphors help us understand abstrac
ideas by comparing them to things we can see,
touch, or experience directly.
• There are two main roles for the conceptual
domains posited in conceptual metaphors:
• Source domain: the conceptual domain from which
we draw metaphorical expressions (e.g., love is
a journey).
• Target domain: the conceptual domain that we try
to understand (e.g., love is a journey).
What is conceptual theory? EXAMPLES FOR LOVE (TARGET) IS A JOURNEY
(SOURCE):
• This relationship isn't going anywhere
• This couple is in dead-end relationship
MIND DEVELOPMENT IS A
PLANT MIND
Target
Domain DEVELOPMENT

Source
Domain PLANT
 Our minds
Like Plants, Minds Need
need
Care:
learning and
• WATERING PLANTS
experiences
Plants need water and care to
to become
grow
smarter and
wiser.

Growing Ideas, Like Minds produce

ideas and thoughts
Branches: when nurtured and
• Plants grow branches encouraged.
Harvesting
Success:
Plants bear Minds can
fruit when achieve success
they grow well through learning
(after caring and applying
for them) knowledge.
 ENVIRONMENTAL HARM
IS PHYSICAL INJURY
Physical injury
Source Domain (damaged lungs, chest
pain)

Environmental harm
Target Domain (pollution from
factories, mining dust,
smog)
Factory Smoke and Factory pollution is like
Lungs: harmful smoke filling
Lungs filled with your lungs, causing
images of factories health problems.
and smoke.

Mining Dust and Dust from mining is like

Respiratory Issues: inhaling tiny harmful
Lungs with mining particles that damage
equipment and dust your lungs, leading to
inside. breathing issues.
Smog and Chest Pain:
• Breathing smoggy air is like filling your lungs with harmful
A person with a cloudy, substances, causing chest pain and illness.
polluted chest area.
 THE PAST IS A CAPTOR
Captivity (a
Source Domain prisoner in a
cage)

The past ( past

Target Domain experiences,
memories)
Regret and Guilt: Regret and guilt about past
A person with a head actions can imprison a
containing a prisoner person, making them feel
looking out of a cage. trapped and unable to
move forward.

Trauma and Pain: Traumatic experiences can

A head with a caged hold a person captive,
figure representing causing ongoing emotional
inner turmoil. pain and hindering their
ability to heal and grow.
Cell of Shame:
A person with a head
containing a sad figure
looking down in a cage.

Shame encloses a
person in a cell of self-
reproach, impacting
their self-esteem and
confidence.
 Summary
The metaphor ENVIRONMENTAL HARM IS PHYSICAL INJURY
highlights the direct impact of environmental damage on human
health. Examples include:
• Factory smoke causing lung issues.
• Mining dust leading to respiratory problems.
• Smog causing chest pain and illness."
The metaphor THE PAST IS A CAPTOR illustrates how past
experiences trap a person's mind and emotions. Examples
include:
• Regret and guilt imprisoning someone in their past mistakes.
• Trauma locking a person in their pain.
• Shame confining someone in self-reproach."