Use of Impersonal Emotions in Food and Beverage Advertisements of India

Author Information

Jyoti Kumari,
Indian Institute of Technology (BHU) Varanasi, India

Sanjukta Ghosh,
Indian Institute of Technology (BHU) Varanasi, India

DOI: 10.47298/cala2022.7-8
The GLOCAL Proceedings:  The GLOCAL Conference in Asia 2022


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.

Keywords: Food and beverage advertisements, visual and verbal metaphors, emotions, cultural traits, linguistic anthropology


Chang, C. T. and Yen, C. T. (2013). Missing Ingredients in Metaphor Advertising: The Right Formula of Metaphor Type, Product Type, and Need for Cognition, Journal of Advertising, 42(1): 80-94. DOI:10.1080/00913367.2012.749090
Ekman, P. (1992a). An Argument for Basic Emotions. Cognitive Emotion, 6: 169–200.
Ekman, P. (1992b). Are there Basic Emotions? Psychological Review, 99: 550–553. doi: 10.1037/0033-295X.99.3.550
Forceville, C. (1998). Pictorial Metaphor in Advertising. Routledge.
Forceville, C. (2017). Visual and Multimodal Metaphor in Advertising: Cultural Perspectives.  Styles of Communication, 9(2): 26-41.
Gu, S., M, Wang, F., S., Nitesh, P., P., James, B., A., and Huang, J., H. (2019). A Model for Basic Emotions Using Observations of Behavior in Drosophila. Frontiers in Psychology. Vol. 10. doi: 10.3389/fpsyg.2019.00781
Gudykunst, W. B., Matsumoto, Y., Ting-Toomey, S., Nishida, T., Kim, K. and Heyman, S. (1996). The Influence of Cultural Individualism-Collectivism, Self construals and Individual Values on Communication Styles across Cultures. Human Communication Research, 22: 510–543.
Hall, E., T. (1976). Beyond Culture. New York: Doubleday.
Izard, C., E. (1977). Human Emotions. New York, NY: Plenum Press. doi: 10.1007/978-1-4899-2209-0
Margariti C, Boutsoukia, C., Hatzithomasb, L. and Zotosc, Y. (2018). Visual Metaphors in Food Advertising: A Cross-Cultural Study. Food Research International,
Wilson-Mendenhall, C., D., Barrett, L., F. and Barsalou, L., W. (2013). Neural Evidence that Human Emotions Share Core Affective Properties. Psychological Science, 24: 947–956.
Van Praet, D. (2012). Unconscious Branding: How Neuroscience can Empower (and Inspire) Marketing. St. Martin’s Press.
Yu, C., N. (2009). Metaphors in Food Advertising Slogans. Independent Thesis Advanced level (Degree of Master (One Year)).Kristianstad University College, Department of Teacher Education.URN:urn:nbn:se:hkr:diva-591.

Full CALA 2022 Proceedings book