Food naming and metaphor in Turkish cuisine: The effects of metaphorical food names used in restaurant menus on consumers' perception

This study examines the impact of metaphorical food naming on consumer perception through metaphorical dish names featured in Turkish cuisine restaurant menus. Turkish cuisine, with its deep-rooted cultural heritage, is revealed not only as a source of diverse flavors and ingredients but also as a rich field of linguistic and symbolic expression. The research, centered on the concept of metaphor, is positioned at the intersection of linguistic creativity, perceptual depth, and marketing strategies. In the theoretical framework, the definition, functions, and historical development of metaphor were detailed. It was emphasized that metaphor is not merely a literary or artistic device but a cognitive and cultural structure that influences consumer behavior and facilitates meaning-making through mental imagery. The symbolic meanings of food-related metaphors were examined through examples from advertising, cinema, and literature, highlighting their ties to social class, identity, belonging, gender, and nostalgia. In the empirical part of the study, qualitative research methods were employed to analyze the perceptual effects of metaphorical dish names on consumers. Data were collected through face-to-face interviews with individuals visiting Turkish cuisine restaurants in Istanbul and were analyzed using content analysis techniques. Findings revealed that metaphorical dish names attract greater consumer interest, stimulate curiosity and appetite, and positively influence food preferences. Additionally, these names evoke mental associations that affect perceived taste and quality. The study demonstrates that metaphors enhance consumer attention, facilitate mental imagery, and create emotional connections. Overall, this research highlights the significance of metaphor use in gastronomy and marketing and reflects the cultural richness and creative expression of Turkish cuisine. The findings offer practical insights for restaurant managers, menu designers, and marketing professionals, while also emphasizing the potential role of metaphors in the international promotion of Turkish culinary culture.