This study aims to investigate the work of conceptual metaphor in advertisements within the field of discourse analysis. It tackles the nature, a manifestation of metaphor in advertisements It also deals with the types of conceptual metaphor within conceptual domains. It hypothesized that there are many types of conceptual metaphor, and both conceptual metaphor theory combined with relevance theory is complementary to conceptual metaphor. In the discourse analysis of this research, conceptual theory and relevance theory were used as a model of analysis. The aim of this research the application of conceptual metaphors in selected advisements.
conceptual metaphor, types of conceptual metaphor, relevance theory, advertisement