Aims and Objectives of the Study
The study aims to find out the frequency of different metaphor types used in banks‟ slogans
After an initial analysis described in chapter 2, the research questions can be formulated as:
Is conceptual metaphor most frequently exploited in banks‟ slogans?
Is there an outstanding favor towards the ontological metaphor?
Scope of the Study
All the chosen slogans in this study are taken from the advertisements of banks in English-speaking countries or international brands
In this study, the analysis is based on Lakoff and Johnson‟s theory of metaphor to discuss each type of metaphor used in the chosen banks‟ slogans
Due to the limitation of a minor thesis, only 20 banks‟ slogans are selected to be analyzed.
Methodology
The study began by selecting and classifying bank slogans, followed by identifying and categorizing the metaphorical language used within them into four distinct categories based on their source and target domains Subsequently, the analysis and discussion of these metaphorical expressions were grounded in the theory of conceptual metaphor.
This research employs a descriptive study methodology, which focuses on gathering data to specify and describe naturally occurring phenomena without experimental manipulation (Seliger & Shohamy, 1989:124) Data collection will utilize non-intrusive and non-manipulative techniques, allowing for an investigation into the frequency of metaphor types used in bank slogans.
This study employs a blend of qualitative and quantitative methods to provide a comprehensive overview of the selected cases The qualitative analysis facilitates an in-depth examination of each individual case, enhancing our understanding of the overall findings.
Following the quantification and classification of selected slogans into distinct types and sub-types, two research questions for future study will be formulated and presented based on the classification results.
Design of the Study
The study consists of five chapters:
In the PART A entitled “INTRODUCTION”, all the academic routine required for a study is represented
Part B of the thesis focuses on DEVELOPMENT and comprises three chapters Chapter 1, titled "LITERATURE REVIEW," provides a theoretical foundation for the study by defining metaphor and promotional metaphor It discusses the classification of metaphors as proposed by Lakoff and Johnson, which serves as a theoretical basis for categorizing the metaphor types used in selected slogans Additionally, this chapter outlines the definitions of advertising and advertising slogans while also reviewing previous research related to advertising and advertisements.
Chapter 2, titled “AN ANALYSIS ON METAPHOR IN BANKS’ SLOGANS,” emphasizes the significance of slogans in advertising and their role in the development of banks This chapter includes a detailed analysis of 20 bank slogans to enhance the study's outcomes Additionally, it presents the Results and Discussions section, which showcases the findings derived from the prior analysis, providing valuable insights into the effectiveness of metaphor in banking slogans.
Part C – CONCLUSION gives the overall recapitulations, implications of the study as well as suggests for further researches
This chapter outlines the research problem, the rationale behind the study, its scope, and the methodologies employed It concludes with an overview of the subsequent sections of the paper, serving as a guiding framework for the development of the following chapters.
LITERATURE REVIEW
Definition of metaphor
The term "metaphor," derived from Greek meaning "transference," has evolved significantly with advancements in cognitive linguistics, particularly following the publication of Lakoff and Johnson's influential work, "Metaphors We Live By" (1980) Metaphors play a crucial role in shaping our everyday understanding of the world, influencing our perceptions and behaviors through a metaphorical lens.
Metaphors are defined as the substitution of one idea or object for another, enhancing expression and understanding Some theorists argue that metaphors play a crucial cognitive role, as highlighted by Lakoff and Johnson, who assert that "metaphors are pervasive in everyday life, not just in language, but also in thought and action" (1980:3) This indicates that metaphors influence not only our communication but also our thinking and behavior.
A metaphor is defined as a comparison that highlights the similarities between two dissimilar things in a significant way It allows individuals to understand and experience one concept through the lens of another This idea is referred to as a “conduit metaphor,” where a speaker conveys ideas or objects as if they are contained within a vessel, which is then transmitted to a listener who extracts and interprets the meaning.
Lakoff and Johnson give several examples of daily metaphors we use, such as
Metaphors like "argument is war" and "time is money" illustrate how language can convey personal significance By tapping into the imagination of users, metaphors enhance the persuasiveness and effectiveness of communication.
According to the Oxford Advanced Learner's Dictionary, metaphor is defined as the imaginative use of language that describes one object as another to highlight shared qualities and enhance the description's impact This literary device not only clarifies abstract concepts but also engages the reader's imagination, illustrating the interconnectedness of seemingly unrelated elements For instance, an advertisement from an investment company states, "You are the traveler Your investments are the terrain We are the map," effectively conveying its message through metaphorical language that clarifies the relationship between the investor and their financial journey.
However, it is very important to distinguish metaphor from simile and metonymy because they are closely related
Metaphor and simile are both forms of comparison used in language A metaphor asserts that one thing is another, creating a direct equivalence, while a simile highlights similarities between two different things using words like "like" or "as." In advertising, similes serve as both artistic devices and explanations, linking unfamiliar concepts to familiar ones, enhancing understanding for the reader.
E.g Like your baby, kittens need more nutrition than adult cats
Metonymy and metaphor serve distinct purposes in language Metonymy involves referring to something by mentioning a related component or symbol, while metaphor focuses on understanding and interpreting one concept through the description of another.
Metonymy is a conceptual process in which a target entity is represented by a vehicle entity, allowing for focused attention or mental access to the target For instance, as illustrated by Lakoff and Johnson (2003:37), various examples showcase this relationship effectively.
The sax has the flu today
In the examples provided, the vehicle entity effectively represents the target entity, illustrating a close relationship between them For instance, the producer signifies the product, the object denotes the user, and the controller indicates the controlled This demonstrates that in each case, the vehicle and target entities are interconnected and closely associated.
Metaphor and metonymy are two distinct forms of meaning transference in language While metaphor relies on the association of similarity between concepts, metonymy is grounded in the association of contiguity, where one term is substituted for another closely related term For instance, consider an example of metonymy to illustrate this concept.
E.g The pen is mightier than the sword
In this context, "the pen" symbolizes literary power, while "the sword" represents military force This illustrates a part-whole relationship, where a specific term is employed to signify a broader concept.
Metonymy, similar to metaphor, is a deliberate conceptual process that reflects our everyday experiences and perceptions of the world It is not a random linguistic phenomenon but rather a structured way of thinking For instance, expressions like "the face for the person" illustrate how metonymy operates by substituting a part of something to represent the whole.
She has just a pretty face
There are an awful lot of faces out there in the audience
We need some new faces around here
Metonymy is a prevalent aspect of our daily lives, rooted in our experiences For instance, we often recognize and recall individuals by their faces, allowing us to say we have seen someone simply by seeing their face, rather than any other part of their body.
To preserve a photograph of an individual, it is essential for the person's face to be visible This illustrates that metonymy extends beyond mere linguistic features; it is deeply rooted in our experiences, encompassing our thoughts, attitudes, and actions (Lakoff & Johnson, 2003:40).
Metaphor can be classified in many ways based on different approaches For this study, I think it should be in the light of Lakoff and Johnson‟s classification on metaphors.
Types of metaphor
Before the publication of the great work, metaphor was viewed by most people as an extraordinary form of language rather than a form of language used in everyday life
Metaphor, traditionally viewed as a decorative element in poetry and literature, is redefined by Lakoff and Johnson as a fundamental conceptual process that shapes how we understand and categorize our experiences It permeates our daily lives, influencing not just language but also our thoughts and actions, highlighting its significance beyond mere linguistic expression (Lakoff & Johnson 2003:4).
In cognitive linguistics, conceptual metaphor is a figurative comparison where one idea is understood through another, emphasizing that metaphor is fundamentally about thought rather than language George Lakoff and Mark Johnson's Conceptual Metaphor theory posits that metaphors connect two conceptual domains: the source domain, which is concrete and physical, and the target domain, which is abstract For instance, the metaphor "Life is a journey" illustrates how we use the familiar concept of a journey to comprehend the abstract notion of life In this framework, the source domain aids in understanding the target domain, with the target typically being more abstract, such as life, and the source being more concrete, like a journey.
Metaphors are seamlessly integrated into the daily language of English speakers, often without their awareness For instance, the phrase "We'll just have to go our separate ways" illustrates the conceptual metaphor LOVE IS A JOURNEY, highlighting how people unconsciously use metaphorical expressions to understand complex ideas like love (Kovecses, 2002: 30) These well-established metaphors, known as conventional metaphors, include concepts such as ARGUMENT IS WAR, LIFE IS A JOURNEY, IDEAS ARE FOOD, and THEORIES ARE BUILDINGS, serving to clarify abstract domains for effective communication Interestingly, conventional metaphors can also be expressed through unconventional metaphorical phrases, such as “Stop the world I want to get off,” which, while rooted in the LIFE IS A JOURNEY metaphor, presents a unique perspective by likening life to a bus journey (Kovecses, 2002: 31) Overall, journey metaphors frequently appear in both conventional and unconventional forms, underscoring their significance in communication.
1.2.1.2 Target domain and Source domain of Conceptual metaphor
“The domain that is mapped is called the source domain, and the domain onto which the source is mapped is called target domain.” (Lakoff and Johnson, 1987)
Conceptualist views define metaphor as a cognitive mechanism that organizes our understanding by relating one experience to another This relationship is established through a mapping process from a source domain to a target domain, with Richards (1936) referring to these as the tenor and the vehicle.
The metaphor "She is a snake" illustrates how the source domain of a snake represents the target domain of a woman Snakes are commonly perceived as dangerous and venomous creatures, suggesting that this woman embodies similar traits This comparison highlights the characteristics shared between the two, forming the basis of the metaphor.
Kovecses (2002) classifies metaphors based on their conventionality and function, distinguishing between conventional and unconventional metaphors Additionally, conceptual metaphors are categorized into three types based on their functions: structural metaphors, ontological metaphors, and orientational metaphors.
Ontological metaphors represent abstract concepts, such as activities, emotions, or ideas, as concrete entities like objects or substances These metaphors, also known as entity and substance metaphors, arise from our interactions with the physical world When we encounter less tangible ideas, we often conceptualize them as entities For instance, the metaphor "INFLATION IS AN ENTITY" allows us to treat inflation as a concrete object, facilitating our ability to discuss and describe it in various contexts.
Inflation is lowering our standard of living
If there‟s much more inflation, we‟ll never survive We need to combat inflation
Inflation is hacking us in to a corner
Inflation can significantly impact our lives, but it is something we can combat By using ontological metaphors, individuals can conceptualize and discuss inflation as a tangible entity.
Metaphors can be further categorized into container, entity, and substance metaphors A containment metaphor illustrates a concept as having both an inside and outside, suggesting the ability to hold something else, as exemplified by the phrase, "I've had a full life."
An entity metaphor, in which an abstraction is represented as a concrete physical object or may be a person
E.g My mind just isn‟t operating today
A substance metaphor is a type of ontological metaphor that represents abstractions—such as events, activities, emotions, or ideas—as tangible materials This figurative language helps convey complex concepts by giving them a physical form, making them easier to understand and relate to.
E.g There was a lot of good sprinting in the race
Structural metaphors are a type of conceptual metaphor that organize one concept through the framework of another According to Lakoff and Johnson (1980), these metaphors serve to provide a structured understanding of complex ideas by relating them to more familiar concepts.
Structural metaphors provide a framework for understanding target concepts through the rich knowledge of their source domains This understanding occurs as elements from the source are conceptually mapped onto those of the target, facilitating comprehension (Küvecses 2002: 33) By connecting our experiences with these metaphors, we gain deeper insights into complex ideas.
Lakoff and Johnson (2003) describe the use of a well-defined concept to organize another, highlighting how structural metaphors facilitate understanding According to Kovecses (2002), the source domain in these metaphors offers a richer knowledge framework that aids in comprehending the target concept A prime example is the TIME IS MOTION metaphor, where time is conceptualized through the lens of motion and space, illustrating various mappings that enhance our understanding of temporal experiences.
The passing of time is motion
Future times are in front of the observer; past times are behind the observer
The deictic center serves as the stationary reference point in our understanding of time, contrasting with the dynamic aspects of movement Our perception of time is inherently structured through this framework Without such structural metaphors, grasping and visualizing our concept of time would prove challenging.
Orientational metaphors are a type of conventional metaphor that relate concepts to spatial orientations, such as up or down, in or out, and front or back These metaphors play a significant cognitive role by organizing target concepts within our conceptual framework, helping us understand and navigate complex ideas through spatial relationships.
Advertising
Advertising plays a crucial role in shaping brand identity, benefiting both marketers and consumers alike It has become an essential component of our social and economic landscape, with individuals encountering a vast array of advertisements daily.
Advertising is one of the most recognized and debated aspects of business, often serving as its public voice As a key component of mass communication intertwined with commerce and marketing, advertising effectively facilitates the exchange of information between sellers and buyers.
Advertising plays a crucial role in influencing and persuading individuals to take action or adopt beliefs, impacting various aspects of our lives It not only shapes human society but also mirrors its values and structure This is why many organizations invest a significant portion of their revenue in advertising The reasons for utilizing advertising are diverse, including the launch of new products or services, market expansion, price modifications, competition challenges, recruitment efforts, and attracting investors.
Advertising plays a crucial role in marketing, yet crafting an effective advertisement can be challenging A successful ad must achieve five key objectives: it should attract attention, generate interest, create desire, inspire conviction, and provoke action.
An effective advertisement captures consumer attention by ensuring that the product stands out, preventing distractions from other elements To accomplish this, advertisers often create distinctive and memorable ads that highlight the uniqueness of their offerings.
(2) Rousing consumers‟ interest is another factor in making a successful advertisement The interest may be from eye-catching images, exciting songs that easy to sing, meaningful contents, etc
(3) The advertisement should stimulate consumers‟ desire to own the product and make them realize that this product is the thing they want
(4) The introduction of an advertisement should convince the consumer on the product It makes them firstly think about the product when they need
5) The advertising urges consumers to take the action of purchasing It is here that the topmost task of advertising is completed
All these five functions are inter-related and in concert serve to promote the selling power of the product advertised.
Slogan as a part of an advertisement
A slogan is “a short easily remembered phrase, especially one used to advertise an idea or a product.” (Cambridge Dictionaries Online)
A slogan is a distinctive sentence that sets advertisements apart and functions similarly to an article's headline Often regarded as a verbal logo, it typically appears alongside the brand name or logo in print advertising A well-crafted slogan encapsulates a brand's identity, specialty, benefits, marketing position, and commitment, reinforcing its overall image Slogans serve two primary purposes: they create continuity across a series of ads in a campaign and condense the advertising message into a brief, memorable, and repeatable positioning statement.
In his book, Creative Advertising, Whittier (1958: 11) states that a slogan
A compelling statement about a product or service should possess significant merit, making it worthy of repeated use in advertising It should be memorable for the public and crafted in a manner that enhances its recall, ensuring that it resonates with consumers.
Advertising slogans are creative phrases that have represented products for centuries, designed to be memorable and foster brand loyalty Effective slogans reflect the product's characteristics and educate consumers about its uses Here’s a brief overview of some iconic advertising slogans throughout the century.
Coca-Cola: The Pause that refreshes
Clairol: Does she … or doesn‟t she?
Advertising slogans are essential for establishing a brand image in a competitive market An effective slogan highlights product benefits, offers comparisons, provides clear descriptions, incorporates wit, evokes positive feelings, is memorable, and sparks consumer desire Various industries may use unique slogans for individual products or a unified slogan across all offerings Notable advertising slogans have left a lasting impact and continue to be remembered through the ages.
Molson Canadian Beer: I am Canadian
Apple Computer: Think outside the box
Microsoft: Where do you want to go today?
HBO in 1990: It‟s not TV, it‟s HBO
Energizer Batteries: Keeps going and going and going
WINS Radio, New York: You give us 22 minutes, we‟ll give you the world
Maybelline: Maybe she‟s born with it – maybe it‟s
Midland Bank: The Listening Bank
Trustee Savings Bank: The bank that likes to say Yes
Trebor Mints: A minty bit stronger
L‟Oreal: Because you‟re worth it
Disneyland: The happiest place on Earth
There are many different replaced terms for the word “slogans” in other countries, for example:
The UK End lines, endlines or strap lines
The USA Tags, tag lines, taglines or theme lines
France Signatures the Netherlands and Italy,
1.4.2 Requirements of an effective slogan
The advertising slogan is always short and epigrammatic in nature It helps to make the advertisement more impressive and memorable (XUE Hangrong, 2003:206)
5 impart positive feelings for the brand
14 help in ordering the brand
1 be in current use by others
2 be bland, generic or hackneyed
3 prompt a sarcastic or negative response
7 make you say “so what?” or "ho hum"
8 make you say "oh yeah??"
1.4.3 Typical features of banks’ slogans
Banking advertising falls under the category of service advertising, where customers gain insights into the benefits of services through both personal experiences and the experiences shared by others.
A bank is a financial institution that manages deposits and loans, serving as a safe place for savings while providing funds to those in need To effectively reach their target audience, banking advertisements should incorporate widely accepted concepts that resonate with consumers who are cautious about their finances Consequently, the language in banking ads, particularly slogans, must be simple, clear, and credible to ensure they are easily understood by all customers.
Review of previous studies
The interdisciplinary nature of advertising has led to extensive research, particularly in the realm of online advertising Notably, Elizabeth M Anderson (1998) explored the role of metaphor in digital marketing, highlighting its significant impact on consumer engagement and brand perception.
Carita Lundmark (2005) explores the role of metaphor and creativity in British magazine advertising, while Charles Forceville (1996) examines pictorial metaphors in advertising Additionally, Gerald Zaltman and Robin Higie Coulter (1995) focus on metaphor-based advertising research, and Abuczki Agnes (2009) discusses the broader use of metaphors in advertising Collectively, these studies highlight the significance of metaphors as a powerful tool in advertising strategies.
Despite limited research on metaphors in product and service slogans, this study aims to explore their use in bank advertising Drawing from existing literature on metaphors in advertising, the research is titled "An Investigation on Metaphors Used by Some Banks' Slogans Worldwide."
This chapter presents a comprehensive overview of the literature related to the study, covering key aspects such as the definition and types of metaphor, the role of advertising, the definition and essential qualities of an effective slogan, and a review of related studies that highlight the existing research gap.
AN ANALYSIS ON METAPHOR IN BANKS’ SLOGANS
Slogans – an integral part for banks’ development
Advertising is crucial for establishing a brand's personality, benefiting both marketers and consumers alike With numerous strategies available, each method plays a significant role in brand promotion, especially in competitive markets Many brands invest heavily in advertising, as exemplified by HSBC Bank, which has become a leading name in the banking industry with over 5,500 offices in 79 countries Among the essential components of successful advertising campaigns—brand names, logos, slogans, and theme songs—the slogan stands out as a key factor in a brand's success, significantly enhancing consumer retention and desire.
Slogans play a crucial role in enhancing brand recall and are closely tied to the essence of the brand They convey clear meanings and suggest key attributes about the brand while also reflecting its personality.
- Bank of India : Bank that cares (Empathy)
- Nike : Just do it (Motivation, excitement)
- Bank of Rajasthan : Dare to Dream (Excitement)
- The New India Assurance Co Ltd : Assurance of the leader (Competence)
An advertising slogan is a memorable phrase used in marketing to express a unified purpose and inform customers about a product's features or values While slogans can enhance brand identity, they must be thoughtfully integrated into advertisements; simply adding a slogan does not guarantee effectiveness For a slogan to contribute to a brand's success, it must be creatively connected to the advertisement, reinforcing branding and resonating with the target audience.
A bank's slogan must effectively convey its ability, quality, and economic potential, often reflecting contradictory elements that capture attention This unique blend is essential for building customer trust and belief in the bank's services.
A successful slogan must be catchy and adhere to the Law of Truth, ensuring that all advertisements are legal, honest, and truthful For optimal effectiveness, slogans should be concise, ideally containing six words or fewer, as brevity aids memorability Given that consumers have limited memory and often lead busy lives, a short message enhances recall Furthermore, slogans need to be precise, clearly conveying the brand's objectives; ambiguity can confuse consumers and hinder message perception.
The exploitation of metaphor in banks’ slogans
Recent theories highlight the crucial role of metaphor in cognitive processing, shaping our thoughts, reasoning, and actions As Lakoff and Johnson noted in 1980, "metaphors are pervasive in everyday life, not just in language, but also in thought and action." Their work underscores the significance of metaphor in daily communication and its impact on our understanding of the world.
The resurgence of interest in marketing strategies has led to an increased use of figurative language in advertising slogans, which play a crucial role in the communication between producers and consumers Lakoff and Johnson (1980) highlight that metaphor allows for understanding one concept through another, making it a powerful tool for conveying product messages Consequently, the use of metaphorical language in slogans is significant, as it stimulates customers' mental processes by creating vivid images and associations that highlight product values By leveraging the power of metaphor and considering customers' physical and cultural experiences, advertisers seek the most effective metaphors to enhance the appeal of their bank services in slogans.
Metaphor exploitation in slogans is crucial not only for engaging consumers' senses but also for driving sales growth, as highlighted by Kovecses.
Conceptual metaphors play a crucial role in advertisements, significantly influencing their selling power The effectiveness of an ad relies on the careful selection of metaphors that resonate with the audience through images and words A well-chosen metaphor can greatly enhance the appeal of a product, leading to increased sales and successful marketing outcomes.
Metaphors are prevalent in our daily lives, appearing in newspapers, conversations, books, and films According to theorists like Kovecses, Lakoff, and Johnson, these metaphors help us understand and organize abstract concepts such as love, time, and beauty The media significantly influences this understanding by offering alternative metaphorical representations of these themes Furthermore, metaphors, along with other figurative language, can evoke "effective meaning" or emotional responses in consumers, making them powerful tools in persuasive communication.
Metaphors play a vital role in advertising by enhancing the message of slogans and allowing advertisers to convey values and functions of their services without being overly explicit By using metaphors, advertisers aim to present their products as high-quality and prestigious, thereby instilling confidence in potential customers This strategic use of language is essential for promoting items effectively and elevating them in the market.
- It‟s time you reaped the benefits of Jersey‟s fertile financial environment (Abbey National Bank)
Analyzing slogans reveals their implicit meanings, as seen in the example of Abbey National Bank, where the target domain of banking is mapped to the source domain of fertile ground This conceptual association creates a strong connection, allowing for clear illustrations when one understands the relationship between the two domains.
- Target: Abbey National Bank: the place (fertile soil) for the seeds (financial investment)
- Source: the fertile soil: such a good ground for seeds to grow up and become big fruit trees waiting to be reaped
Advertising primarily serves to convey the value of products and services, as noted by Pollay (1984) In this context, Abbey National Bank symbolizes the advertised services, while the values are represented by the fertile ground The slogan suggests that investors can reap profits by investing in Abbey National Bank, akin to harvesting from the fertile land of New Jersey after nurturing trees This imagery effectively aims to persuade potential clients to invest in the bank.
Advertising is a deeply ingrained social convention that significantly influences consumer behavior and beliefs The study of metaphors is relevant to advertising, as it can enhance understanding of language and aesthetics in mass communication Metaphorical messages are essential in corporate communications, including advertising and public relations, making metaphor a crucial element in effective communication strategies As noted by Leiss et al., "Metaphor is the very heart of the basic communication form used in advertising." Therefore, exploring metaphor theory is invaluable for mass communication studies, offering insights into social conventions and practical tools for practitioners In the context of an economic crisis, banking advertisers face the challenge of attracting customers and investors, highlighting the need for innovative metaphorical approaches in their marketing efforts.
Procedures
The slogans analyzed in this study were sourced from textart.ru, Wikipedia, and Google, resulting in a collection of 60 bank slogans Following a selection process, slogans lacking metaphorical expressions were excluded, narrowing the list to 20 These selected slogans, all from the last decade, were gathered from English-speaking countries to ensure their relevance and representation.
All the slogans selected belong to the category of commercial advertisement Hence, those of non-commercial category should be excluded
This article explores a collection of 20 slogans that utilize metaphors, categorizing them into conceptual, mixed, and new metaphors Each type of metaphor is analyzed for its strengths, weaknesses, and overall effectiveness, highlighting the significant impact these literary devices can have on communication.
This study presents a detailed analysis of the use of metaphor types in selected slogans, supported by statistical data It highlights the effectiveness of metaphors in the advertising industry through a thorough examination of 20 collected slogans, showcasing typical examples that illustrate their impact.
The analysis
Metaphors play a crucial role in advertising, significantly enhancing its persuasive power For instance, cosmetics are depicted as essential companions for women, promising beauty and confidence, while cars are often represented as symbols of success for affluent men Such portrayals effectively stimulate consumer desire Slogans, a key element of advertisements, frequently employ metaphors and are typically concise, lacking complete sentences This brevity, combined with minimal context, allows for multiple interpretations, further engaging potential customers.
This section presents illustrated samples from 20 selected slogans analyzed for research purposes The goal is to demonstrate the analysis process of these slogans prior to data synthesis and statistical presentation All slogans undergo the same analytical procedures; thus, this section highlights typical examples for a detailed investigation.
2.4.1 In-depth analysis of Citibank’s slogan: “The Citi never sleeps.”
The use of conceptual metaphor, specifically personification, in the slogan "City never sleeps" effectively positions the bank as a constant presence in the market This differentiation strategy highlights the unique aspect of Citibank's services, suggesting that while other banks may have downtime, Citibank operates 24/7 without interruption This creates two interpretations: either the staff at Citibank are always available or the bank itself is perpetually open, reinforcing its commitment to customer service and accessibility.
Sleeping signifies rest for humans, while a "bank that never sleeps" implies continuous operation without breaks This metaphor emphasizes the bank's unwavering commitment to serving clients around the clock The true impact lies not just in the metaphor or slogan, but in the deeper message of dedication and enthusiasm that the bank aims to convey.
2.4.2 In-depth analysis of Abbey National Bank’s slogan: “Because life’s complicated enough.”
In everyday conversation, life is often perceived as an entity, allowing people to express actions like giving, taking, or even selling life This abstract concept of life is commonly utilized to facilitate understanding and reference Another prevalent metaphor, LIFE IS A JOURNEY, further illustrates this perspective, where the source domain of JOURNEY is explored in greater detail, enriching our metaphorical expressions about life.
In advertising, the concept of LIFE is frequently utilized to persuade consumers that products can enhance their well-being This approach is driven by the powerful motivation to improve quality of life The slogans examined here predominantly reflect the ontological metaphor of LIFE IS AN ENTITY, emphasizing the tangible benefits that products can bring to our everyday experiences.
The slogan for Abbey National Bank employs conceptual metaphors to attract new consumers by promoting a general idea of service rather than specific banking products It positions the bank as a safe and reassuring institution that understands the complexities of life, especially during economic crises, and aims to improve customers' living conditions The bank is portrayed as empathetic and capable, fostering a positive image while implicitly contrasting itself with competitors The underlying message suggests that being a client of Abbey National Bank leads to a simpler, more positive life, as it alleviates the complications often associated with banking and daily tasks.
2.4.3 In-depth analysis of Julius Baer Bank’s slogan: “Some only offer umbrellas But Bank Julius Baer offers more.”
The term "offer" personifies a bank, suggesting that this physical entity can perform human-like actions This reflects a common conceptual metaphor where an object is treated as a person, indicating that a physical entity can embody characteristics of a living being However, this interpretation only scratches the surface, as the deeper meaning of the metaphorical expression reveals further layers of significance.
The slogan "umbrellas" symbolizes protection and safety, serving as a metaphor for shielding individuals from adverse conditions such as rain or harmful sunlight This concept highlights the relationship between abstract ideas and tangible entities, reinforcing the notion that "umbrellas are safety." By employing this imagery, Jullius Baer Bank positions itself as a trustworthy institution, dedicated to overcoming challenges and providing support to its customers in times of need.
An analysis of three out of twenty slogans reveals a notable prevalence of conceptual metaphors, with a significant emphasis on ontological metaphors This observation highlights the effective use of metaphorical language in advertising Based on these findings, two questions emerge for further exploration in this area of study.
Is conceptual metaphor most frequently exploited in banks‟ slogans?
Is there an outstanding favor towards the ontological metaphor?
This chapter has highlighted the importance of slogans in the development of banks, accompanied by an analysis of slogans from 20 selected banks The subsequent section, titled Results and Discussions, will provide a detailed presentation and interpretation of these findings.
This section presents the Results and Discussions, offering a thorough interpretation of findings related to two key questions, which sets the stage for further discussion Additionally, the justifications and analyses of the collected results are connected to existing literature in the field.
2.6.1 Question 1: Is conceptual metaphor most frequently exploited in banks’ slogans?
Twenty selected slogans have been analyzed and categorized into various types of metaphors, with the findings organized into four distinct statistical tables Each table serves a specific purpose in presenting the data clearly and effectively.
Types of metaphors Number of slogans
Table 1: The frequency of slogans in each type of metaphors
According to the theory of Lakoff and Johnson, the classification of metaphors reveals that out of twenty analyzed slogans, conceptual/conventional metaphors dominate with thirteen examples In contrast, mixed metaphors account for four slogans, while new metaphors are represented by only three This distribution highlights the prevalence of established metaphorical concepts in advertising language.
Analysis of 20 selected slogans reveals that conceptual metaphors are the preferred choice for advertisers and marketers, effectively enhancing the positive image of financial entities while undermining competitors As illustrated in Table 1, 65% of the slogans, or 13 out of 20, utilize conceptual metaphors These slogans predominantly feature typical concepts such as "Abstract is concrete" in ontological metaphors and "An object is a person" in personification, demonstrating the strategic use of metaphorical language in marketing.
- It‟s time you reaped the benefits of Jersey‟s fertile financial environment (Abbey National Bank)
- Commonwealth Make it happen (Commonwealth Bank of Australia)
- Seeing beyond money (SunTrust Bank)
Results and discussions
This section presents the Results and Discussion, offering a thorough interpretation of findings related to two key questions, which sets the stage for further discussion It includes justifications and analyses of the collected results, linking them to existing literature in the field.
2.6.1 Question 1: Is conceptual metaphor most frequently exploited in banks’ slogans?
The analysis of twenty selected slogans has categorized them into various types of metaphors, which are displayed in statistical tables This section features four distinct tables, each designed to fulfill a specific purpose in presenting the data.
Types of metaphors Number of slogans
Table 1: The frequency of slogans in each type of metaphors
According to the theory of Lakoff and Johnson, the classification of metaphors reveals that out of twenty analyzed slogans, conceptual/conventional metaphors are the most prevalent, accounting for 13 slogans In contrast, mixed metaphors comprise 4 slogans, while new metaphors are represented by only 3 slogans.
Analysis of 20 selected slogans reveals that conceptual metaphors are the preferred choice for advertisers and marketers, effectively promoting a positive image of financial entities while undermining competitors As illustrated in Table 1, 13 out of the 20 slogans, or 65 percent, utilize conceptual metaphors Commonly employed concepts include "Abstract is concrete" in ontological metaphors and "An object is a person" in personification, highlighting the strategic use of metaphorical language in advertising.
- It‟s time you reaped the benefits of Jersey‟s fertile financial environment (Abbey National Bank)
- Commonwealth Make it happen (Commonwealth Bank of Australia)
- Seeing beyond money (SunTrust Bank)
Murray Knowles and Rosamund Moon suggest that while conceptual metaphors may be culture-specific, advertisers often view them as universally accessible, targeting a global audience This belief implies that conceptual metaphors can help prevent misunderstandings in promotional messages across different cultures when products are imported or exported For example, slogans like “The listening bank” from Midland Bank and “Life’s good” from LG utilize familiar metaphorical concepts that resonate more effectively with consumers than unfamiliar ones However, for mixed or new metaphors to be fully understood, accompanying visuals must be relevant and meaningful, which can be a costly endeavor.
To effectively apply the findings to all bank slogans, further comprehensive research is necessary due to the continuous emergence of new slogans each year and the need for a larger dataset.
2.6.2 Question 2: Is there an outstanding favor towards the ontological metaphor?
Sub-types of Conceptual/Conventional Metaphors
Table 2: The frequency of each sub-types of Conceptual Metaphor
Table 2 displays the frequency of various conceptual metaphor sub-types used in the slogans A clear preference for ontological metaphors, particularly the concept of "Abstract is Concrete," is evident Among the 13 slogans analyzed, 12 utilize ontological metaphors, while only one employs a structural metaphor.
As stated in table 2, the regular frequent of ontological metaphor is proved, 12 out of
13 conceptual metaphor slogans, in which we find the typical concept: Abstract is
Concrete, and structural metaphor, where once concept is structured in terms of others, rather than the orientational metaphor, which involves the spatial orientation
- The Citi never sleeps (Citibank)
- Making more possible (ABN AMRO)
Ontological metaphors represent abstract concepts, such as activities, emotions, or ideas, as concrete entities like objects or substances These metaphors, also known as entity and substance metaphors, are rooted in our interactions with the physical world When we encounter abstract ideas lacking a clear physical form, we often conceptualize them as tangible entities This specific type of conceptual metaphor is particularly effective in advertising, as it enables marketers to vividly convey messages about the quality of bank services without misleading consumers or exaggerating product attributes.
Concluding remark
The synthetic analysis of metaphor types and subtypes effectively addresses the research questions, revealing that 65 percent of the most frequently used metaphors are appliances However, the prevalence of New/Novel Metaphors and Mixed Metaphors often leads to misunderstandings and ambiguity in the service's messaging.
Marketers and advertisers frequently utilize ontological metaphors due to their effectiveness in resonating with consumers These metaphors, which include personification, container metaphors, and entity metaphors, align closely with the common concept of "Abstract is Concrete." This familiarity makes ontological metaphors a powerful tool in everyday communication with customers.
The communication effectively conveys the value of banking services while also reflecting the messages from owners and staff to clients and investors This approach not only adheres to the Law of Truth but also fosters trust and comfort among clients.
This chapter explores the importance of slogans in advertising and their impact on producers' reputation It includes an analysis of slogans from 20 selected banks to address the research questions The Results and Discussion section thoroughly presents the findings in a cohesive manner The study will also review its achievements and limitations, culminating in the final part of the paper.
In conclusion, this section summarizes the key findings from the data analysis, highlights the research limitations, and offers recommendations for future studies.
The thesis categorizes metaphors and their sub-types according to Lakoff & Johnson's theory, organizing selected slogans into three groups: Conceptual/Conventional metaphors, Mixed metaphors, and New metaphors Additionally, a detailed analysis of Conceptual/Conventional metaphors is conducted, further subdividing them into ontological, structural, and orientational sub-types.
This study examines 20 bank slogans from English-speaking countries used in the last decade, classifying them into various types and sub-types An analysis of the target domain, source domain, and metaphorical concepts is performed, demonstrating the effectiveness of this classification method.
In the initial phase of my in-depth analysis of the three slogans, I observed a predominant use of conceptual metaphors, along with a notable presence of ontological metaphors compared to structural and orientational ones Consequently, the writer proposed two detailed questions to guide further research, reinforcing the objectives of the study.
2 Major findings of the research
This study conducted a comprehensive analysis of metaphors used in English slogans by various banks worldwide Through critical data analysis and discussion of the findings, key results were identified and summarized.
The analysis of 20 banking slogans reveals that 65% utilize conceptual or conventional metaphors, highlighting their effectiveness in engaging customers These familiar expressions resonate with consumers' knowledge and perspectives, fostering trust and belief in the brand By employing these metaphors, advertisers can convey messages in a relatable manner, allowing customers to connect the advertising content with their everyday experiences.
Conceptual and conventional metaphors, particularly ontological sub-types, play a crucial role in marketing by using personification, entity metaphors, and container metaphors These techniques enhance customers' and investors' comprehension of marketers' messages The preference for personification effectively transforms products into relatable human-like entities, making them more accessible and familiar to consumers in their daily interactions.
Due to the time constraints, limited scope together with other unexpected factors, the study remains certain shortcomings
First, the study only 20 slogans are selected, thus in order to apply the result for all banks‟ slogans, it is still an open question
Second, all the 20 slogans have the conceptual/conventional sense in their metaphor expressions; hence, the overlap among new conventional metaphor, mixed conventional metaphor and conceptual/conventional metaphor is visible
To sum up, these limitations need to be taken into careful consideration when further studies are conducted in the future
This research highlights the frequent use of metaphors in bank slogans and explores their various sub-types Future studies could focus on an in-depth analysis of different metaphor types across various fields or compare the use of metaphors in English and Vietnamese advertising slogans Additionally, examining the cultural impact of metaphor usage in advertising presents another avenue for research.
In this thesis, I have dedicated significant effort to achieve optimal results However, due to constraints in time and my own knowledge, some mistakes and limitations may be present I welcome any constructive feedback or corrections that could enhance my work.
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1 The Citi never sleeps (Citibank)
2 Because life’s complicated enough (Abbey National Bank)
3 The listening bank (Midland Bank)
4 It’s time you reaped the benefits of Jersey’s fertile financial environment (Abbey National Bank)
5.You live We’ll take care of the details (Hypo Vereinsbank)
6 Fortis Solid partners, flexible solutions (Fortis banking and insurance)
7 Chase The right relationship is everything (Chase Manhattan Bank)
8 Bank of America Higher standard (Bank of America)
9 The whole world in one bank (Citibank)
10 Merill Lynch is Bullish on America (Merill Lynch Bank)
11.Commonwealth Make it happen (Commonwealth Bank of Australia)
12 Garanti The bank in your mind (Garanti Bank)
13 Seeing beyond money (Suntrust Bank)
14 We value your time (Ceturion Bank)
15 The strength to be there (AIG)
16 Advice you can bank on (Dresdner Bank)
17 When EF Hutton talks, people listen (EF Hutton brokage firm)
18 Making more possible (ABN Amro)
19 Wells Fargo The next stage in banking (Wells Fargo Banking)
20 Some only offer umbrellas But Bank Julius Baer offers more (Jullius Baer Bank)
Table 3: The analysis of target, source and metaphor concepts in slogans of conceptual metaphor Conceptual/Conventional metaphors (Slogans and Metaphor Concepts)
1 The Citi never sleeps (Citibank)
Bank Person An object is a person
Life Complication One concept is structured in terms of another concepts
Bank Person An object is a person
4 It’s time you reaped the benefits of Jersey’s fertile financial environment
Benefits Fruits Abstract is concrete
5.You live We’ll take care of the details (Hypo
Bank Person An object is a person
6 The whole world in one bank
7.Commonwealth Bank Person An object is a person.