... knowledge and effective use of metaphor in advertisements, translation, and communication in general What are the semantic features of the metaphorical expressions used in English and Vietnamese Advertisements? ... the lexical features of the metaphorical expressions used in English and Vietnamese Advertisements? What are similarities and differences in using metaphor in English and Vietnamese Advertisements? ... differences in terms of the metaphors in advertisements in order to make advertising language frequency of occurrence of conceptual metaphors in English and more exciting, interesting, lively, and persuasive...