Özet:

Abstract Abstract: This study investigated the terminology of Black as a career metaphor that promotes the image of Guinness®. Thus, six ads of Guinness, deploying Black as the hub, were selected for illustrations. The author adopted Lakoffian-Johnsonian concept of metaphor supported with the Hallidayan mood system for the analysis. As Guinness embraces qualities of Black as its stronghold-cum-primary source domain, the study revealed the model as being very distinct. Black attributes, propagated as fashionable, beautiful, sophisticated, kingly, famous, etc., facilitate readers to consumption by seducing the audience to perceive Guinness as personified Black that must be admired. Black is no more a derogatory color concept as a coinage of colonial mastery. It is exalted as an important object of identification that sponsors the globally-renowned Guinness. The study suggested that researchers should not perceive Black as only synonymous to Guinness, but should serve as an approach to influence their communication choices and styles.

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