نبذة مختصرة : This study aims to critically analyze metaphors employed in Arabic cosmetics advertisements and compare them to those used in English advertisements. A specialized corpus including 250 advertisements (125 Arabic advertisements and 125 English ones) of different cosmetics products was compiled. The method adopted for data analysis was based on Charteris-Black’s (2004) Critical Metaphor Analysis framework (CMA). Data analysis demonstrated that advertisers in the context of cosmetics advertisements use different conceptual metaphors to depict cosmetics, beauty, skin/hair care and skin/hair. The findings revealed that both languages share 5 conceptual metaphors out of 10. Moreover, some metaphors reveal how both Arabs and Westerners perceive the beauty of skin or hair.
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