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ABSTRACT
This study examines the role of language employed by brands in the context of slogans/taglines and how metaphor is employed to conceptualize the messages encoded in them. The data utilized in this study is sourced from a Google questionnaire form that was employed to gather responses, offering knowledge of the linguistic choices within slogans and their influence on brand engagement, emotional associations, and consumer behaviour. This study employs a mixed method, combining qualitative and quantitative analysis to investigate both the linguistic structures and the underlying meanings inherent in brand messaging through a syntactic and semantic analysis. This study discovers that the conceptual metaphors proposed by Lakoff and Johnson give insights into the connotations, associations, and emotional stimulus within the framework of conceptual metaphors. The findings reveal that metaphor and culture are coherent, that is, they serve as a bridge between brands and their target audience, promoting a deeper form of communication. It therefore concludes that language is a tool brands employ in expressing their identity, ideals and values which is captured in slogans/taglines.
