概念整合（Conceptual Blending，簡稱CB）是由Fauconnier和Turner（1998、2002、2003）提出的認知語言學理論，用來解釋隱喻。隱喻常常能創造新的意義。本論文運用概念整合網絡（例如:單範圍網絡、單層網絡、雙層網絡和鏡像網絡）分析臺灣飲料廣告，廣告內容與圖片如何透過隱喻吸引消費者。近年來，廣告領域的研究主要集中在消費者行為（如: Cheung 等，2022 ; Djafarova 和Bowes，2021）、社交媒體和品牌推廣 （如:Schouten 等，2020; Vassey 等，2023）以及食品與飲料（如:Boyland 等，2022; Smith 等，2019）等方面。Su（2022）研究臺灣零食，透過概念隱喻、概念整合和多模態隱喻三個面向分析廣告隱喻，對臺灣零食進行了系統性調查。受Su（2022）的研究啟發，我們進行類似的研究，但使用不同的廣告媒介和產品。做文獻回顧的過程，我們發現飲料廣告中的隱喻鮮少被探討。有鑒於此，我們收集了臺灣飲料公司的資料進行分析。研究問題如下：（1）概念融合理論如何應用在臺灣飲料廣告中，以建構多空間融合與整合網路？（2）隱喻與融合在臺灣飲料廣告中揭示了哪些行銷效果和文化意義？研究結果表明，單層網絡、雙層網絡和鏡像網絡被應用於臺灣飲料廣告。我們也發現，臺灣飲料廣告經常使用成分、口味和擬人化的形象來吸引消費者的注意。廣告中蘊含的文化意義包含健康。本論文闡述如何運用概念融合理論分析臺灣飲料廣告中的隱喻。我們為有興趣探究飲料廣告內容的人提供建議和指導。此外，我們運用概念整合，探討臺灣飲料廣告的行銷效果與文化意義。這些研究成果填補了概念整合於廣告分析研究的空缺，並為理解臺灣飲料廣告及其隱喻提供了一個創新視角。

Conceptual Blending (CB), introduced by Fauconnier and Turner (1998, 2002, 2003), is a theory in cognitive linguistics that can explain metaphor. Metaphors often create new meanings. Networks of CB (i.e., simplex, single-scope, double-scope, and mirror networks) are applied in this thesis to analyze data because they can demonstrate how advertising content engages customers through metaphor. Recent research in advertisements has focused on consumer behaviors (e.g., Cheung et al., 2022 ; Djafarova & Bowes, 2021), social media and branding (Schouten et al., 2020 ; Vassey et al., 2023), and food and beverages (Boyland et al., 2022 ; Smith et al., 2019). Food research, such as Su’s research, conducted a systematic survey of Taiwanese snacks by analyzing advertising metaphors from three aspects: conceptual metaphor, conceptual blending, and multimodal metaphor. Inspired by Su’s research, we aim to conduct a similar study but with different advertising media and products. We then discover that metaphor in beverage advertising has been seldom investigated. We gather data from Taiwanese beverage companies to conduct our data analysis. The research questions are: (1) How is Conceptual Blending Theory employed in Taiwanese beverage advertising to create multi-space blends and integration networks? (2) What marketing effects and cultural meanings are revealed through metaphoric and blended constructions in Taiwanese beverage advertisements? The results show that single-scope, double-scope, and mirror networks are applied to the Taiwanese beverage advertisements. We also find that Taiwanese beverage advertisements often use ingredients, taste, and personified figures to attract customers’ attention. The cultural meaning that can be found in the advertisements is health. The thesis explains how CB is used to analyze metaphor in Taiwanese beverage advertisements. We provide suggestions and guidance to those who are interested in uncovering the content of beverage advertisements. Moreover, we used CB to explore the marketing effects and cultural meanings of the Taiwanese beverage advertisements. The contribution fills a gap in the study of CB in advertising and provide an innovative perspective for understanding Taiwanese beverage advertising and its metaphors.

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