Abstract

This study examines cultural influences on the selection of source domains in multimodal metaphors used in Vietnamese- and English-language health communication posters. A corpus of 15 Vietnamese posters and 15 English posters was analyzed to identify metaphorical patterns and compare the source domains employed in the two cultural contexts. The findings indicate that multimodal metaphors are not merely communication tools but also reflect cultural worldviews and social values. Selecting source domains that are culturally appropriate for the target community can therefore enhance the effectiveness of communicating health-related messages to the public.

Keywords: Cultural influences, health communication, multimodal metaphors, source domains, Vietnamese- and English-language posters.