Conceptual Metaphors in Perfume Product Reviews on the TikTok Online Platform

Abstract

This study examines the use of conceptual metaphors in perfume product reviews on the TikTok platform, with a specific focus on gender-based representational differences. Employing a qualitative descriptive method, the data were collected from six TikTok accounts three male and three female perfume reviewers based on their video content between May and June 2025. The findings reveal that female reviewers tend to use emotional, narrative-driven metaphors that build imaginative characterizations of perfumes, while male reviewers focus more on the functionality, projection, and strength of the fragrance. These metaphors are not merely decorative language but serve as essential cognitive tools that shape how abstract olfactory experiences are conceptualized and communicated to audiences. The study also highlights the role of conceptual blending in generating new meanings by merging sensory input domains with symbolic, emotional, and cultural elements. Furthermore, gender identity is reflected through linguistic choices, tone, and metaphorical expressions used by the reviewers. This research contributes to a deeper understanding of digital discourse and the cognitive-linguistic strategies employed in reviewing non-visual, sensory-based products such as perfume. It also opens new opportunities for further exploration of metaphor usage across genders in the context of digital marketing and identity construction.