Use of Impersonal Emotions in Food and Beverage Advertisements of India

Abstract

This paper seeks to explain various emotions associated with different food and beverage advertisements in India from their social media and YouTube pages. A total of 18 different image advertisements have been taken, and are analyzed using visual metaphor theory, amongst others. The emotions identified through the metaphors are analyzed, where we ask, how the visual and verbal metaphors created in the English and Hindi advertisements are influenced by social, cultural, and contextual factors. Even with a limited data set, we observed the fact that two significant cultural traits of celebrating festivals and a strong familial bond are responsible for creating some metaphors when targeting Indian audiences in advertisements of multinational products. © The GLOCAL All rights reserved.