INTRODUCTION
Rationale
In today's age of information overload, advertising permeates our daily lives, whether we seek it out or encounter it by chance Effective advertising is crucial for brands aspiring to achieve global recognition, which is why companies invest billions in copywriting English, as the international language, is commonly used in advertisements to reach a worldwide audience Ultimately, the primary goal of advertising is to capture our attention.
Copywriters aim to engage consumers, prompting immediate action or fostering a positive perception of products and services To achieve this, they must creatively capture attention and communicate effectively Advertising significantly influences people's lives, shaping their preferences and decisions.
Advertising has transformed individuals into consumers by shaping their needs, values, tastes, and behaviors By consistently addressing people as if they are already established consumers, advertising reinforces this identity As individuals are repeatedly positioned as consumers in their daily lives, they are likely to adopt this role Moreover, advertising introduces lifestyles and spending habits that may be unfamiliar to them, encouraging them to "join" these new consumer experiences.
The researcher is captive in advertisements especially those of mobile phones That is the reason why I took a hook to go ahead with mobile phone advertising slogans
To capture customer attention, copywriters tirelessly craft unique and memorable advertising slogans for brands Their approach encompasses various aspects of language, including phonology, lexicon, morphology, syntax, and semantics Phonological techniques often involve rhyme, homophones, and alliteration, while lexical and morphological strategies include verb and noun phrases, collocations, idiomatic expressions, and the creation of new words Syntactic elements are represented through diverse sentence structures, including ellipsis, and semantics is conveyed using rhetorical devices like similes, hyperboles, metonymy, polysemy, and metaphors The researcher's particular focus on metaphors highlights their significance in advertising, reflecting a long-standing interest in this area.
Metaphors are deeply embedded in our daily lives, often influencing our understanding without us even noticing Lakoff and Johnson's concept of conceptual metaphors provides a clear framework for this phenomenon This understanding forms the basis for utilizing their theory in the analysis of the study's data.
Objectives of the study and the research questions
This study investigates the use of conceptual metaphors in advertising slogans, focusing on five cell phone brands It aims to determine the frequency and subtypes of these metaphors, guided by the theory of Lakoff and Johnson The research seeks to answer two key questions related to the prevalence and classification of conceptual metaphors in this context.
Research question 1: How are conceptual metaphors frequently used in five brands‟ cell phone advertising slogans?
Research question 2: What are subtypes of conceptual metaphors employed in five brands‟ cell phone advertising slogans?
Scope of the study
Due to the time constraint, the thesis only focuses on five cell phone brands‟ slogans which are world famous ones
The selected slogans of five brands are randomly taken from newspapers, TV and the Internet at the researcher‟s ease
A corpus of 65 chosen slogans is not a big one, so to some extents, the results provided are just selective, not comprehensive
In this study, the analysis is based on the theory and classification of metaphors given by Lakoff and Johnson.
Method of the study
This research combines qualitative and statistical methods to analyze conceptual metaphors in advertising slogans from five mobile phone brands It utilizes qualitative analysis to explore the different subtypes of conceptual metaphors present in each slogan Additionally, a statistical approach is applied to quantitatively describe language phenomena in these advertising messages The study also employs exploratory research to investigate the correlations among three subtypes of conceptual metaphors: structural, ontological, and orientational metaphors.
Design of the study
The thesis consists of four chapters: CHAPTER I: INTRODUCTION, CHAPTER II: THEORETICAL BACKGROUND, CHAPTER III: THE USE OF
METAPHORS IN CELL PHONE AND ADVERTISING SLOGANS and CHAPTER IV: CONCLUSION
In the introduction, the researcher outlines the rationale behind the study, presenting the objectives and research questions that guide the thesis This chapter also details the scope, methodology, and design of the research while offering an overview of relevant previous studies.
The second chapter, titled THEORETICAL BACKGROUND, explores the definition of metaphors and conceptual metaphors, along with their classification It also provides a comprehensive definition of advertising slogans and outlines the qualities that make a slogan effective, highlighting the significant role that slogans play in promoting a company's identity.
The third chapter, titled "The Use of Metaphors in Cell Phone Advertising Slogans," explores the impact of metaphors on audiences and examines conceptual metaphors within advertising slogans It also outlines the research procedures, detailing the methods used for data collection and analysis.
“results and discussion” section is a statistical description of metaphors used in advertising slogans of five cell phone brands
The concluding chapter summarizes the key findings of the study, addresses its limitations, offers recommendations for future research, and discusses the broader implications of the research outcomes.
THEORETICAL BACKGROUND
Definition of metaphors
Scholars and researchers worldwide have dedicated significant effort to defining metaphor, with Gibbs (1999:29) referencing Wayne Booth's ironic prediction that by 2039, "there would be more students of metaphor than people" (quoted in Michael White, Estudios Ingleses de la Universidad Complutense, Vol.10 (2002) 309-315).
Aristotle was the first to provide a scholarly analysis of metaphors, defining them as the application of a name from one thing to another, which can occur through various forms of transference I.A Richards expanded on this concept by introducing the terms "topic" and "vehicle," where the vehicle is used metaphorically, and the connection between the two is referred to as the "ground." Kovecses also contributes significantly to the understanding of metaphors, highlighting their importance in language and communication.
Hungarian researchers of metaphors gives out his definition as follows:
In cognitive linguistics, metaphor is defined as the process of comprehending one conceptual domain through another This involves utilizing a source domain, which provides metaphorical expressions, to gain insight into a target domain The relationship between these domains is established through fixed correspondences, known as mappings, that facilitate the understanding of the target domain based on the source domain.
Definitions universally highlight the relationship between two interconnected terms based on their similarities, while also emphasizing that metaphors serve primarily to enhance or embellish language.
In their work, Lakoff and Johnson (1980:3) said:
Metaphor is often seen as a poetic device, associated with extraordinary language, but it is much more than that Many people believe that metaphor is limited to words, thinking they can manage without it However, research shows that metaphor is deeply embedded in our daily lives, influencing not only our language but also our thoughts and actions In fact, our everyday conceptual framework is fundamentally metaphorical, shaping the way we think and behave.
Lakoff and Johnson suggest that metaphors significantly shape not only our language but also our thinking and value systems (Agnes, 2009: 21).
Conceptual metaphors/ Cognitive metaphors
2.1 Conceptual metaphors in relation with cognitive linguistics
To grasp conceptual and cognitive metaphors, one must first understand cognitive linguistics Language serves not only as a medium for thought and communication but also as a unique cultural artifact that reflects the specific distinctions of each nation.
Cognitive science emerged in the United States during the 1960s, influenced by the rise of transformational and generative grammar introduced by Noam Chomsky This period also saw the growth of cognitive psychology, leading to the establishment of cognitive linguistics, which drew upon the foundational research of prominent figures such as Ronald W Langacker, Charles J Fillmore, R Jackendoff, and Gilles Fauconnier Langacker's profile theory became a central concept within cognitive linguistics A significant milestone in this field occurred in 1989 when an international conference on cognitive linguistics was convened in Duisburg, Germany.
International Cognitive Linguistics Association was established and the cognitive linguistics journal (led by Dirk Geeraerts as chief editor in 1990) was also born
Transformational-generative linguistic theory and cognitive linguistic theory approach the exploration of language differently Proponents of transformational-generative theory focus on language knowledge and analyze linguistic structures mathematically based on observable language In contrast, cognitive linguists emphasize our understanding of the world and investigate how natural language shapes that knowledge, examining everyday language and unobservable concepts such as psychology, senses, and cultural distinctions Despite their differing methods, both theories share a common goal: to understand the spiritual structure that constitutes knowledge and to gain insight into the nature of human language.
Cognitive linguistics, as defined by Ly Toan Thang (2005), is a modern linguistic approach that explores language through the lens of human experience and perception of the objective world It focuses on how individuals conceptualize and understand various aspects of their environment and the situations they encounter.
Lakoff and Johnson (2003: 4) say that:
Our conceptual framework influences not only our intellectual processes but also our daily lives, shaping our perceptions, interactions, and navigation of the world This metaphorical nature of our conceptual system plays a crucial role in defining our reality, suggesting that our thoughts, experiences, and actions are deeply intertwined with metaphor.
Metaphors are deeply embedded in our daily lives, often without our awareness To recognize our use of metaphors, we must examine language closely According to Lakoff and Johnson (2003), "Since communication is based on the same conceptual system that we use in thinking and acting, language is an important source of evidence for what that system is like." This highlights the integral role of language in understanding our conceptual framework.
Lakoff seeks to reveal the fundamental conceptual connections within the mind, leading him to prioritize metaphorical expressions that are less commonly analyzed, as illustrated in category (2), over the more frequently discussed examples in category (1).
(1) a Juliet is the sun (Shakespeare) b my wife…whose waist is an hourglass (Lakoff and Turner, 1989: 90)
I will meet you at 2 o'clock He is currently facing a serious threat Her frustration reached a breaking point Despite overcoming numerous challenges throughout her life, she has made significant progress since her time in the orphanage.
The metaphors in (1) are novel creations while the metaphors in (2) are conventionalized linguistic expressions, another aspect of their common everyday character
The preposition "at" primarily conveys a locative meaning, but it has been metaphorically extended to denote time as well Similarly, "in" retains its basic locative sense, with its application in this context representing a metaphorical extension where a stage, such as danger, is viewed as a container one can either be inside or outside of.
For the above relation of metaphors in cognitive linguistics, the researcher decided to choose conceptual/ cognitive metaphors
Lakoff and Johnson introduce the notion of conceptual metaphors in Metaphor we live by (1980) with some famous metaphors like LOVE IS A JOURNEY,
In his exploration of metaphor, Black (1955) presents the idea that "MAN IS WOLF," which aligns with the conceptual frameworks established by Lakoff and Johnson However, Black diverges from their terminology by referring to "MAN" as the principle subject and "WOLF" as the subsidiary subject, rather than using the terms target and source domain He highlights a set of shared beliefs within a speech community regarding wolves, characterizing them as fierce, carnivorous, and treacherous Consequently, he draws parallels between man and wolf, depicting humans as predatory, fierce, and engaged in a constant struggle for survival Black terms the similarities between MAN and WOLF as "the commonplaces."
“corresponding system” (1995:288) From Black‟s analysis of his metaphor, we can see that the notion of conceptual metaphor had been conceived long ago, before the introduction of Lakoff and Johnson
Lakoff and Johnson illustrate the metaphorical nature of concepts by examining the idea of ARGUMENT, which is framed through the conceptual metaphor ARGUMENT IS WAR This metaphor is evident in our everyday language, manifesting in numerous expressions that reflect the combative nature of arguments.
ARGUMENT IS WAR Your claims are indefensible
He attacked every weak point in my argument
His criticisms were right on the target
I‟ve never won an argument with him
If you use that strategy, he‟ll wipe you out
He shot down all of my arguments
Understanding the dynamics of conflict, we recognize that war involves strategic planning and precise execution to achieve victory While physical battles are absent in this context, the concept of "ARGUMENT IS WAR" illustrates how our verbal confrontations mirror the tactics of warfare, emphasizing the importance of strategy and accuracy in our arguments.
Croff, W and Cruse, D A (2004) also give a definition of conceptual metaphor:
The conceptual mapping between two domains is asymmetrical, highlighting that metaphorical expressions primarily reflect the conceptual structure of the target domain rather than the source domain This mapping involves two types of correspondences: ontological and epistemic Ontological correspondences connect elements from one domain to those in another, while epistemic correspondences pertain to the relationships between these elements across the domains, including relevant encyclopedic knowledge An example of this correspondence can be seen in the metaphor "ANGER IS HEAT OF A FLUID" (Lakoff 1987: 387), which illustrates how emotions can be understood through physical phenomena.
Anger Anger scale Experienced pressure Experienced agitation Limit of person‟s ability to suppress anger Loss of control
When fluid in a container is heated When anger increases beyond a certain beyond a certain limit, pressure increases to point at which container explodes
An explosion is damaging to container and dangerous to bystanders
Explosion can be prevented by applying sufficient force and counterpressure
Controlled release of pressure may occur, which reduces danger of explosion limit, “pressure” increases to point at which person losses control
Loss of control is damaging to person and dangerous to others
Anger can be suppressed by force of will
Anger can be released in a controlled way, or vented harmlessly, thus reducing level
In general, metaphors are conceptual structures, and are not merely linguistic in nature, although they are normally realized linguistically, of course
It‟s undoubtedly true that conceptual metaphors are pervasive in communication and in any single text Take the lyric of the following song as an example:
“…I‟m on the top of the world lookin‟ down on creation
And the only explanation I can find
Is the love that I‟ve found ever since you‟ve been around
Your love‟s put me at the top of the world…”
(“Top of the world” by The Carpenters)
In the lyrics, LOVE is portrayed as a tangible entity that can be discovered, while also being personified as someone who elevates the speaker's status, suggesting the metaphors LOVE IS A THING and LOVE IS A PERSON Additionally, the metaphor HAPPY IS UP indicates that the speaker is experiencing joy, as being "at the top of the world" symbolizes a state of happiness.
Classification of conceptual metaphors
Lakoff and Johnson (2003) categorize conceptual metaphors into three types: structural, orientational, and ontological metaphors Similarly, Kovecses (2010) aligns with this classification, emphasizing the cognitive functions of metaphors, despite introducing three additional criteria for their categorization.
Metaphors utilize a source domain to enrich the understanding of a target concept, allowing speakers to grasp target A through the framework of source B This cognitive process involves conceptual mappings that connect elements of A with those of B, facilitating deeper comprehension.
For example, in the metaphor: LOVE IS A JOURNEY, the target domain LOVE is understood via the source domain JOURNEY through a range of mappings The mappings include:
Look how far we’ve come
We are at the crossroads
We‟ll just have to go our separate ways We can‟t turn back now
I don‟t think this relationship is going anywhere
It‟s been a long, bumpy road
This relationship is a dead-end street We‟re just spinning our wheels
Our marriage is on the rocks
We‟ve forgotten off the track
(In the above poem, our knowledge about the elements of A JOURNEY are very clear from which readers can draw an understanding of LOVE.)
- The relationship between lovers corresponds to the means of transportation (the vehicle)
- The means for achieving purposes correspond to routes
- The lovers‟ common goals correspond to their common destination on the journey
- Progress in the relationship corresponds to the forward motion (the relationship is going anywhere)
- The difficulties in the relationship corresponds to the impediments to travel
If love is conceptualized as a journey and vehicle as the relationship, then our understanding about the vehicle can help understand the relationship as Kovecses (2005:7) exemplifies:
When faced with a vehicle breakdown, we have three options: we can either leave and seek alternative transportation, attempt to repair the vehicle, or remain stationary and do nothing Similarly, in a struggling love relationship, we can choose to exit the relationship, put in effort to improve it, or stay and endure the discomfort.
Carol Herron's language learning and teaching model (1982) critiques the audiolingual approach, likening it to a factory production line to express her dissatisfaction with its emphasis on memorization and mindless repetition She identifies five characteristics that illustrate how learning parallels factory production, emphasizing that effective learning should transcend rote methods and encourage deeper understanding and engagement.
Teaching or Learning Characteristic Factory Correspondence
1 “Proficiency in the basic skills”
“an assembly line technique” student error”
3 “Rewarding students…in the classroom”
5 Planned structural drills without much meaning”
“guarantee the product remained flawless and predictable”
“a good factory worker acts on the faith that the supervisor knows why (X happens)” Table 1:Herron’s Audiolingual Correspondences (Herron, 1982)
Structural metaphors play a crucial role in shaping our understanding of complex concepts like LOVE and LEARNING by framing one type of experience in terms of another According to Lakoff and Johnson (1980), these mappings provide clarity to our perceptions of these concepts, making them more comprehensible Without such metaphors, it would be challenging to grasp the essence of LOVE and LEARNING, despite the numerous definitions available.
This kind of metaphors also appears in Vietnamese poetry and everyday life
“Giá đành trong nguyệt trên mây
Hoa sao hoa khéo đọa đầy bấy hoa” (Nguyễn Du)
“Hoa” is a metaphor used to infer a beautiful woman based on our experience of the objective world that “hoa” (flower) is beautiful and weak
Surprisingly, “hoa” in “Truyện Kiều” by Nguyễn Du is also used to denote a man:
“Nàng rằng khoảng vắng đêm trường
Vì hoa nên phải đánh đường tìm hoa” (Nguyễn Du)
In the context of Kieu Story, the term "hoa" signifies Kim Trong, highlighting his elegance Nguyễn Du's perspective reveals that "hoa" (flower) represents not only the beauty of women but also the refined qualities of men.
To understand ontological metaphors, it is essential to have a clear definition of ontology Traditionally classified under metaphysics, ontology addresses questions about the existence of entities, their classification, relationships, and hierarchical organization based on similarities and differences (source: Wikipedia) Kovecses (2010: 38) further explores this concept, emphasizing its significance in the study of metaphors.
“ontology is a branch of philosophy that has to do with the nature of existence”
Ontological metaphors base on our experiences with physical objects, that is
Ontological metaphors allow us to perceive events, activities, emotions, and ideas as tangible entities According to Lakoff and Johnson (2003), this perspective enables us to categorize and identify concepts even when they are not clearly defined or bounded One prominent example of this is the metaphor "ABSTRACTS ARE THINGS," which serves various purposes in understanding and articulating complex ideas.
The solution was within rich
The joy was seen in his face
In these examples, by setting an artificial boundary, we can bound the
“problems”, “solution”, and “joy” in a way that we can see it, can touch it
Panasonic‟s slogan is “Ideas for life”, which employs an ontological metaphor of IDEAS ARE PRODUCTS/COMMODITIES in that Panasonic‟s products are just the solution for your better life
Another concept is CONTAINER metaphor According to Lakoff and Johnson
(2003), human beings are containers with boundaries and an orientation of inside and outside Let take the lyric of “Goodbye”, the song played by Air Supply as an example:
“I can see the pain living in your eyes
And I know how hard you try…”
From the above citation, it‟s obvious that “your eyes” are the CONTAINER from which “I” can see the tangible thing namely PAIN
Besides, states and emotions also play the role of a CONTAINER
“Well I hope that I don‟t fall in love with you
„Cause falling in love just makes me blue…”
(“Hope I don’t fall in love with you” by Tom Waits)
Personification is a form of ontological metaphor where human traits are attributed to nonhuman entities This literary device is prevalent not only in literature but also in everyday language, showcasing its widespread use in various contexts Numerous examples of this type of metaphor can be found in common discourse.
Love speaks through her words
Actions speak louder than words
The word betray and speak are merely human-attributed; however, through ontological metaphors, those abstracts like love, life or action are addressed with the human capacities
Like the expression of love through “journey” in English, Vietnamese also have their own way of expressing abstract idea, love, through concrete things
“Thuyền về có nhớ bến chăng
Bến thì một dạ khăng khăng đợi thuyền”
The term "thuyền," representing a traveling boat, symbolizes a man who journeys to various locations and often forgets them Through personification, "thuyền" is imbued with the emotion of "missing," while "bến," a metaphor for a woman, embodies the essence of "waiting."
Spatial metaphors establish connections between concepts by drawing from our experiences in physical space, highlighting the inherent relationship between orientation and meaning.
Being HAPPY IS HIGH/UP
Being SAD IS LOW/DOWN
Lakoff and Johnson saw the physical state in the fact that someone sad has a bow posture and a happy person is upright Hence the lyric:
“…She‟s up in the good times
She‟s down in the bad.”
(“How can I tell her’ by Lobo)
Another possibility could be seen in the fact that heaven standing for happiness is high above us but hell standing for misery is below us, therefore we have:
Another example can bee seen in the song “You raise me up” by Josh Groban:
“…You raise me up, so I can stand on mountains;
You raise me up, to walk on stormy seas;
I am strong, when I am on your shoulders;
You raise me up To more than I can be…”
Metaphors facilitate understanding concepts through their experiential foundations, as noted by Lakoff and Johnson (1980) The metaphor MORE IS UP offers a distinct experiential basis compared to HAPPY IS UP or CONTROL IS UP, highlighting the varied ways in which different metaphors can shape our comprehension of ideas.
MORE IS UP: seeing the level rise when we add more of a substance
In the context of physical dominance, the concept of "Control is Up" emphasizes that the victor in a confrontation often positions themselves above the defeated, mirroring the way larger parents exert control over their infants This dynamic illustrates the inherent power structures in both human interactions and parental relationships.
This representation highlights that the two components of each metaphor are connected solely through experiential understanding, and it is through this foundation that metaphors effectively facilitate comprehension.
The conceptual metaphor that associates "more" with "better" and "bigger" with "better" is widely accepted, yet it may not hold true in every cultural or contextual scenario For instance, Nissan's slogan, "It's time to expect more from a car," exemplifies the idea that more features or enhancements are synonymous with improved quality.
Nissan car can provides consumers with better features and functions Nevertheless, the
UK BT Telecom‟s slogan “The cost of calling keeps on falling” denotes that LESS IS BETTER
In English, the notion of TIME is incoherent as follows: a, “In the week ahead of us…” (future) and “That‟s all behind us now…” (past)
→ FUTURE IS IN THE FRONT and PAST IS BEHIND b, “In the following weeks…” (future) and “In the preceding weeks…” (past)
→ FUTURE IS BEHIND and PAST IS IN THE FRONT
Albeit this contradiction, the two slogans below denote FUTURE IS IN THE FRONT:
Honda Lead: “Lead to the future”
THE USE OF METAPHORS IN CELL PHONE
Conceptual metaphors in advertising slogans
1.1 The effects of conceptual metaphors on audience
Metaphors play a crucial role in advertising from discursive, cognitive, and pragmatic perspectives They serve as a conceptual bridge, linking the advertised product or service to other relatable domains, as noted by Ungerer (2000) Advertisers utilize metaphorical language to engage the audience, encouraging them to draw parallels between the product and the metaphorical reference This interactive process allows the audience to actively contribute to the meaning by associating the product with various attributes, as highlighted by Tanaka (1999).
Advertisers craft their ads to persuade audiences to purchase products or, in cases like public service, image-building, and charity campaigns, to shift the audience's existing beliefs or perceptions.
To achieve advertisers' goals, various techniques can be employed, primarily categorized into hard-sell and soft-sell methods Hard-sell techniques focus on direct sales by presenting clear information about a product, service, or idea, leaving no room for audience inference In contrast, soft-sell techniques appeal to the audience's emotions and mood, encouraging them to draw their own conclusions Additionally, Bernstein (1974) introduced a complementary classification of advertising techniques: "reason" and "tickle." Reason ads provide clear motives for purchase through straightforward information, such as comparing the effectiveness of two detergents Conversely, tickle ads engage the audience's emotions, humor, and mood to create a more memorable connection.
In today's advertising landscape, there is a notable shift towards the soft-sell approach, as advertisers aim to deliver persuasive messages amid a deluge of ads that can often lead to audience fatigue and irritation With the rapid advancement of technology and the flourishing of businesses, capturing the audience's attention has become increasingly challenging To overcome this hurdle, advertisers are infusing their campaigns with innovative elements designed to engage and impress consumers, ultimately driving them to purchase products or embrace ideas.
Modern advertising increasingly employs soft-sell techniques to engage the audience's emotions and capture their attention, necessitating the effective use of limited space for maximum impact This trend highlights the prevalence of metaphors in contemporary ads, offering a valuable opportunity to research these linguistic devices and uncover the underlying cognitive mechanisms shaping our conceptual understanding.
The cognitive functions of metaphors can be summarized as four major concepts
Metaphor plays a crucial role in shaping human conceptual structures, acting as a means to concretize abstract ideas Many concepts we understand are inherently metaphorical; for instance, we often describe love using the metaphor "LOVE IS A JOURNEY," which helps clarify this complex emotion Additionally, metaphors enable us to compare vastly different experiences by relating them to more familiar ones, allowing us to form new attitudes and responses As highlighted by Lakoff and Johnson (1980), we often interpret our experiences through the lens of tangible objects or containers, which enhances our understanding and interpretation of the world around us.
Inflation significantly impacts our quality of life, as illustrated by phrases like “Inflation is lowering our standard of living” and “If there is much more inflation, we’ll never survive.” These expressions treat inflation as a quantifiable entity, showcasing an ontological metaphor Additionally, structural metaphors utilize well-defined knowledge structures from the source domain to enhance our understanding of the target domain, further illustrating the complexities of inflation's effects on society.
“Thanksgiving is coming up on us” is based on the conceptual idea TIME PASSING
Orientational metaphors utilize our fundamental spatial orientations to comprehend various concepts, serving as source domains for understanding target domains Examples of these metaphors can be seen in expressions that reflect directional meanings, illustrating how our perception of space influences our interpretation of abstract ideas.
Metaphors such as “speak up” and “lower down your voice” illustrate upward and downward orientations, respectively They offer a fresh cognitive perspective that enriches our understanding of everyday experiences For instance, the metaphor “Love is a collaborative work of art” can be interpreted in various ways, suggesting that love involves effort, is an active process, provides aesthetic experiences, is unique to each relationship, and shapes our reality Ultimately, metaphors serve as logical analogies that enhance our reasoning and argumentative skills.
Metaphors play a crucial role in our daily communication, serving multiple functions as highlighted by Gibb (1994) Firstly, they simplify complex ideas, making them more accessible; for example, the phrase "the thought slipped my mind like a squirrel behind a tree" vividly conveys the abstract concept of swiftness Secondly, metaphors encapsulate rich, compact meanings, allowing for a deeper understanding of experiences that would be cumbersome to express literally By using metaphors, we can effectively capture the nuances of our experiences in a more relatable manner.
The phrase "your love is my sunshine" conveys deep emotions associated with love, suggesting that it is bright, strong, warm, and significant Metaphors play a crucial role in encapsulating complex feelings, allowing for a richer understanding of our experiences By using metaphors, we can communicate compact meanings that evoke vivid mental images in the audience, effectively conveying the speaker's intentions and emotional experiences.
These above-mentioned cognitive functions of metaphors are essential reasons for advertisers to use metaphors in ads
Modern advertisements encompass a diverse range of products and services, often promoting abstract concepts such as charity or brand image To effectively engage audiences, advertisers utilize metaphors that draw on familiar experiences, making these abstract ideas more relatable Initially, captivating images grab attention, followed by strategies to spark interest, stimulate desire, and ultimately persuade consumers to take action Metaphors play a pivotal role in this process, allowing audiences to understand one domain through the lens of another, thereby extending their engagement with the advertisement Furthermore, metaphors offer fresh perspectives on familiar experiences, enabling advertisers to reshape original thoughts and influence consumer perceptions, which is essential for achieving their persuasive goals.
1.2 Conceptual metaphors in advertising slogans
The use of metaphors in advertising has garnered significant attention from scholars worldwide According to Lapsanska (2006), a single metaphor can convey the meaning of a hundred words, capturing the reader's curiosity about the product Czerpa (2006) agrees, emphasizing that metaphors serve as a powerful tool in advertisements, enhancing the text and visuals while creating multiple layers of interpretation.
Metaphors serve as powerful tools in advertising by enhancing deeper cognitive processing and sparking curiosity about products or brands, as noted by MacInnis, Moorman, and Jaworski (1991) Their effectiveness is underscored by Kovecses, who emphasizes that the success of an advertisement is closely tied to the effectiveness of the chosen conceptual metaphor A well-selected metaphor can significantly boost the appeal and sales potential of a product, making it a crucial element in advertising strategies.
Nissan's slogan, "Change to new ways," embodies the metaphor of LIFE IS A JOURNEY, suggesting that the brand will guide you towards a brighter future This concept resonates with consumers, emphasizing transformation and progress Similarly, Macy's perfume advertising also reflects a journey of discovery and personal evolution.
Research procedures
A list of 65 cell phone advertising slogans are chosen at random from online newspapers, TV ads and websites
These 65 slogans are classified into 5 cell phone brand names: Nokia, Samsung, Apple, Blackberry and Sony Ericsson
The researcher chose these 5 bands for the reason that they are well-known and prominent in everyday use Further more, the source to collect data is at hand
This article outlines a systematic approach to analyzing slogans by first categorizing them by brand names and examining their use of metaphors The research will identify the types of conceptual metaphors—structural, ontological, and orientational—present in each slogan using qualitative methods Following this, a quantitative analysis will determine the proportions of these metaphor types across the selected slogans The study will conclude with a detailed presentation of the results, supported by statistics and interpretations.
CONCLUSION
Recapitulation of main ideas
This study explores the use of conceptual metaphors in advertising slogans specifically within the cell phone industry Due to time and scope constraints, it focuses on a limited analysis of slogans from five selected brands The results of the data analysis reveal significant insights into how metaphors shape social communication in advertising.
Firstly, conceptual metaphors is used with high frequency in advertising slogans of Nokia, Samsung, Apple, Blackberry and Sony Ericsson mobile phone brands among other linguistic means
Secondly, ontological metaphors are dominant among conceptual metaphors found in advertising slogans, making a contribution of three quarters Structural metaphors and orientational metaphors follow accordingly
This research highlights the pervasive role of metaphors in everyday life and their specific impact on advertising It encourages copywriters to incorporate conceptual metaphors more frequently in their work, as evidenced by the successful strategies used by leading mobile phone brands.
Limitations of the study
The researcher gathered a limited corpus of 65 advertising slogans from five cell phone brands due to constraints in time and expertise This small sample size is insufficient for drawing broad conclusions about advertising language across various sectors.
Suggestions for further research
During the time the researcher carries out the thesis, many interesting ideas have emerged and they could be the suggestions for further research
Future research could expand to encompass a comprehensive analysis of all semantic elements used in mobile phone advertising, moving beyond just metaphors Additionally, exploring the translation of mobile phone advertising slogans from English to Vietnamese through a semantic lens presents another valuable avenue for study Furthermore, a global examination of metaphors utilized in advertising slogans could also be proposed.
I have dedicated significant effort to this thesis to achieve the best possible results However, given my time constraints and knowledge limitations, some errors may be present Therefore, I would greatly appreciate any constructive feedback, corrections, or suggestions to enhance my work.
Implications
The thesis primarily examined metaphors through a theoretical lens, yet emphasizes the value of a practice-oriented approach in translating these metaphors between languages For instance, the concept of HIGH STATUS can be effectively conveyed through practical translation techniques.
The "Up your status" advertisement by Samsung cell phones emphasizes elevating one's social standing, suggesting a translation of "nâng tầm đẳng cấp" rather than the literal "nâng cao địa vị của bạn." This phrase captures the essence of enhancing one's image and prestige through the use of Samsung devices.
The perception of the objective world can vary significantly across cultures, leading to potential mistranslations This thesis aims to help readers grasp the underlying messages of advertising slogans, enabling effective figurative translation into the target language This approach minimizes the risk of misunderstandings that can arise from literal interpretations, as illustrated by the KFC example.
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4 Trần Văn Cơ (2011) Những khái niệm ngôn ngữ học tri nhận liên quan đến văn hóa học Trích sách “Ngôn ngữ học tri nhận Từ điển”, NXB Phương Đông, Thành phố Hồ
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Number Cell phone brands Advertising slogans
2 Being harmony with the nature (Nokia N74)
3 One model, three stunning outfits (Nokia500)
5 Do you believe in love at first touch?
6 Turn heads, get noticed and stay connected to your world with the innovative Twist
7 Hit a hole-in-one Hit the right impression
8 I am my music Nokia N series See new Hear new Feel new
9 The center of your social universe (Nokia X6 16GB)
10 Get to the good things
14 Designed for the way we live
17 Where the possible begins (Samsung Galaxy Ace)
18 Stroke of brilliance (Samsung Omina)
19 Work hard Play harder (Samsung Convoy)
23 The right thing says everything
24 Download some mobile magic It‟ll make your phone happy
26 The world‟s fastest-moving brand is still on the move
30 No matter how you stay in touch, Samsung connects you in style
31 Designed by humans and inspired by nature (Samsung Galaxy
The internet in your pocket
35 iPhone Apple reinvents the phone