Conceptual Metaphor of “Quality” in Charles & Keith’s Marketing: A Cognitive Semantic Analysis

Abstract

This research presents a cognitive semantics study in Charles & Keith's Instagram caption. It is conducted to observe the conceptual metaphors of “quality” in Charles & Keith's Instagram caption, including the types and image schema of each conceptual metaphor. The data source is Charles & Keith's Instagram caption uploaded in January 2023 – June 2023. The research used a qualitative method with a cognitive semantics approach. Based on the analysis, there are 10 conceptual metaphors of “quality” classified into three types of conceptual metaphors: 5 structural metaphors, 2 orientational metaphors, and 3 ontological metaphors. Moreover, 3 metaphors belong to the image schema of identity, 3 metaphors belong to the image schema of force, 2 metaphors belong to the image schema of space, and 2 metaphors belong to the image schema of existence. Those conceptual metaphors are utilized to highlight the quality of Charles & Keith products by portraying the products’ excellence.