VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST GRADUATE STUDIES *********** PHẠM THỊ HẰNG THE USE OF CONCEPTUAL METAPHORS IN ADVERTISING SLOGANS OF NOKIA, SAMSUNG, APPLE, BLACKBERRY AND SONY ERICSSON CELL PHONES (Việc sử dụng ẩn dụ ý niệm trong các khẩu hiệu quảng cáo cho điện thoại di động Nokia, Samsung, Apple, Blackberry và Sony Ericsson) THESIS SUMMARY M.A. THESIS (Minor Programme) Field: English Linguistics Code: 60 22 15 Hanoi - 2012 VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST GRADUATE STUDIES *********** PHẠM THỊ HẰNG THE USE OF CONCEPTUAL METAPHORS IN ADVERTISING SLOGANS OF NOKIA, SAMSUNG, APPLE, BLACKBERRY AND SONY ERICSSON CELL PHONES (Việc sử dụng ẩn dụ ý niệm trong các khẩu hiệu quảng cáo cho điện thoại di động Nokia, Samsung, Apple, Blackberry và Sony Ericsson) THESIS SUMMARY M.A. THESIS (Minor Programme) Field: English Linguistics Code: 60 22 15 Supervisor: Ngo Huu Hoang, PhD. Hanoi - 2012 v TABLE OF CONTENTS DECLARATION i ACKNOWLEDGEMENTS ii ABSTRACT iii LIST OF TABLES AND CHARTS iv TABLE OF CONTENTS v,vi CHAPTER I: INTRODUCTION 1 1. Rationale 1 2. Objectives of the study and the research questions 2 3. Scope of the study 3 4. Method of the study 3 5. Design of the study 3 6. Previous studies 4 CHAPTER II: THEORETICAL BACKGROUND 7 1. Definition of metaphors 7 2. Conceptual metaphors/ Cognitive metaphors 8 2.1. Conceptual metaphors in relation with cognitive linguistics 8 2.2. Conceptual metaphors 10 3. Classification of conceptual metaphors 14 3.1. Structural metaphors 14 3.2. Ontological metaphors 17 3.3. Orientational metaphors 19 4. Advertising slogans 22 4.1. Definition of an advertising slogan 22 4.2. Qualities of an effective slogan 23 CHAPTER III: THE USE OF METAPHORS IN CELL PHONE ADVERTISING SLOGANS 26 vi 1. Conceptual metaphors in advertising slogans 26 1.1. The effects of conceptual metaphors on audience 26 1.2. Conceptual metaphors in advertising slogans 30 2. Research procedures 32 2.1. Data collection 32 2.2. Data analysis 32 3. Results and discussion 33 3.1. Research question 1 33 3.2. Research question 2 34 CHAPTER IV: CONCLUSION 40 1. Recapitulation of main ideas 40 2. Limitations of the study 40 3. Suggestions for further research 41 4. Implications 41 REFERENCE 42,43,44 APPENDIX I, II 1 CHAPTER I INTRODUCTION 1. Rationale In the epoch of information explosion, it is inevitable for any of us to bump into advertising words and images. Advertising is all around us, though we like it or not, we hear it, see it and feel it albeit on purpose or just by some chance. In order for a brand name to go global, a good advertisement of their product is a key matter, no wonder why billions of bugs have been spent on copywriting. English, an international language, is used in every single advertisement with an aim of the company going places world wide. The utmost aim of the advertisement is to capture our attention. “The whole aim of the copywriters is to get us register their communication either for purposes of immediate action or to make us more favourably disposed in general terms to the advertised product or service. […] so copywriters have to find ways to shout at us from the page.” (Goddard, A., 1998: 11). A question may arise that how advertising can impinge on people‟s life so much and it is given a short answer by Fairclough: Advertising has made many people into consumers, i.e. has brought about a change in the way people are, in the sense that it has provided the most coherent and persistent model for consumer needs, values, tastes and behaviour. It has done this by addressing people as if they were commonsensically already fully fledged consumers. The general point is that if people are obliged day-in day-out to occupy the subject position of consumer, there is a good chance that they will become consumers […]. Advertising can show people lifestyles (and patterns of spending) which they might not otherwise meet, but also invite them to “join” (1989: 207) 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. 2 In order to achieve the aim of getting customers noticed, copywriters have contributed a non-stop effort in creating an attractive, memorable, distinct advertising slogan for each brand. The methods used in writing advertising slogans range from employing phonological aspect, lexical and morphological aspect, syntactic aspect to semantic aspect. More concretely, in phonological aspect, rhyme, homophone, alliteration are often put into consideration while in lexical and morphological aspect, verb phrase, noun phrase, collocation, idiomatic construction, formation of new words and phrases are of great approval. What‟s more, when syntactic aspect can be found in sentence types, sentence structure like ellipsis, semantic aspect is often realized through rhetorical devices such as simile, hyperbole, metonymy, polysemy and metaphors. The researcher is absolutely engaged in metaphors which have long been a part of my interest. This explains the my reason to choose metaphors in advertising. Metaphors are a part and parcel of everyday life in that they appear in nearly all our everyday concepts without our realization of it. Lakoff and Johnson give the notion of conceptual metaphors which have explained this all in an easy-understanding way. This attributes to the cause for choosing Lakoff and Johnson‟s theory as a foundation in analyzing the data obtained in the study. 2. Objectives of the study and the research questions The study aims to describe a language phenomenon happening in advertising slogans, specifically conceptual metaphors. To go further, it targets at five cell phone brands to find out the frequency of conceptual metaphors used in their advertising slogans and the subtypes of conceptual metaphors employed based on the theory of Lakoff and Johnson. In other words, the study tries to seek out the answers to two research questions. Research question 1: How are conceptual metaphors frequently used in five brands‟ cell phone advertising slogans? 3 Research question 2: What are subtypes of conceptual metaphors employed in five brands‟ cell phone advertising slogans? 3. 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. 4. Method of the study This research is a mixture of qualitative and statistical research. Firstly, qualitative research is employed in analyzing the conceptual metaphors as well as the subtypes of conceptual metaphors in each slogan. The researcher uses statistical research method in order to give a description of a language phenomenon occurring in advertising slogans of five mobile phone brands in quantitative data. In addition, the exploratory research method is employed with an aim to examining the correlations among three subtypes of conceptual metaphors namely structural, ontological and orientational metaphors. 5. Design of the study The thesis consists of four chapters: CHAPTER I: INTRODUCTION, CHAPTER II: THEORETICAL BACKGROUND, CHAPTER III: THE USE OF 4 METAPHORS IN CELL PHONE AND ADVERTISING SLOGANS and CHAPTER IV: CONCLUSION. In INTRODUCTION, the researcher provides the reason for conducting the research. Moreover, readers can find out the objectives of the study as well as the research questions for the thesis. The scope, method, design of the study and an overview of previous studies are also stated in this chapter The second chapter named THEORETICAL BACKGROUND will deal with definition of metaphors, conceptual metaphors, the classification of conceptual metaphors. Moreover, a definition of advertising slogans, qualities of an effective slogan are also given through which readers can be aware of the role of a slogan to a company. The third chapter entitled THE USE OF METAPHORS IN CELL PHONE ADVERTISING SLOGANS provides the information about the effects of metaphors on audience, conceptual metaphors in advertising slogans and the research procedures in which data collection and data analysis methods are represented. Further more, the “results and discussion” section is a statistical description of metaphors used in advertising slogans of five cell phone brands. The last chapter entitled CONCLUSION represents a recapitulation of the main ideas of the study, the limitations of the study, some suggestions for further research and the implications of the studies. 6. Previous studies Since advertising is crucial in evoking customers‟ actions, copywriters have spent abundant time researching for the linguistic devices to employ in their advertisements. Among the linguistic devices, metaphors can really work wonders. To begin with Lapsanska‟s (2006) “The language of advertising with the concentration on the linguistic means and the analysis of advertising slogans”, 5 Lapsanska provides the analysis of language of advertising from linguistic point of view and specifies linguistic means used in advertising texts. Her work brings knowledge about the use of linguistic devices in print advertising. The result of her research reveals that, among three groups of meaning transference including metaphor, personification and polysemy/homonymy, metaphor is most frequently used in advertisements with 75/270 ads while the figures for the other two are 24/270 and 9/270 respectively (2006:76). Czerpa has the same opinion when she notes that metaphors in advertisements are powerful and compelling tool because they not only enrich an add but also extend the meaning of textual/ visual message, creating multi- leveled layers of interpretation (Czerpa, 2006:3). Their point is made even stronger by Kovesces‟s statement, “an appropriate selected metaphor may work wonders in promoting the sale of an item” (2002:59). Leiss, Kline, and Jhally have used metaphors to study social communication in advertising. They suggest that metaphors in advertisements have become a powerful and commonly used strategy. “Metaphor is the very heart of the basic communication form used in advertising” (Leiss et al., 214). The study of metaphors in advertising has been used to gain insight about consumers‟ behavior (Zaltman and Coulter, 1995). Zaltman‟s Metaphor Elicitation Technique (ZMET) is a research tool developed to define and describe the metaphors which drive consumers‟ behaviour with implications for copy-writing. Metaphors are relevant to the study of advertising since they are “laden with symbols and imagery that might be used creatively in implementing decisions that will animate or bring appropriate reasoning processes and mental models to life.” (as cited in Lapsanska, 2006). Charles Forceville tries to look at previous literature metaphor in hope of developing a theory of pictorial metaphor in advertising, but notes that most of the literature metaphor is primarily on verbal metaphors (Forceville, 4). 6 Similarly, Fazio, Zanna and Cooper have found that direct experience may affect attitude formation by altering the way in which the available information is processed (Fazio et al., 51). Since metaphors in consumer advertising require the consumers to become more actively involved and experienced on things in terms of another, advertising using metaphors may affect attitude formation towards a product or brand. At the very least, the active involvement stimulated by metaphors will alter the way in which the information is processed (Fazio et al., 51. However, all the above mentioned research mainly studied the visual metaphors in advertising in particular and non-verbal metaphors in general. There have been some researches in Vietnam concerning the matter of advertising. Trang, B. T (2010) reveals the typical techniques employed in advertising slogans in terms of graphology, phonology, lexicology, syntax and semantics; however, she does not point out the use of metaphors in the advertising slogans. Trang, B. T. P (2011) gives an insight into metaphors used in English slogans by some banks in the world. In her research, Trang argues that the approachability of conceptual metaphorical expressions in banking context is very high and the use of ontological metaphors is of great approval. To the researcher‟s knowledge, there has been no study about metaphors in cell phone advertising slogans but in cosmetics, foodstuff, banking, etc. Therefore, by conducting this research, I hope to contribute into the metaphor world in advertising another field. [...]... hence the structure provided might be used to “restructure” the original thought we have This is a crucial point in the use of metaphors in ads in which the main purpose is to influence the audience‟s original thoughts to convince them to realize the advertisers‟ persuasive purpose 1.2 Conceptual metaphors in advertising slogans The application of metaphors in advertising has aroused close attention of. .. Conceptual metaphors in advertising slogans 1.1 The effects of conceptual metaphors on audience From a discursive, cognitive and pragmatic point of view, the role of metaphors in advertising cannot almost be underestimated On the one hand, the conceptualization of the advertised items or service is usually expressed by either verbal or non-verbal instances of conceptual metaphors that play the role as a “link... is used in many advertisements with a view to provoking in customers‟ brain the conceptualization of a product underlying the words 2 Research procedures 2.1 Data collection 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. .. understand an experience or domain A in terms of another domain B Therefore, once the audience is attracted to the ad, the cross-mapping nature of metaphor lengthens the time they spend on the ads In addition, because metaphors cognitively provide a new perspective for an old experience or thing, and sometimes the experience or source domains used to understand the target domains are structurally rich and. .. From the two above example and analysis, we can see clearly that structural metaphors involve the structuring of one kind of experience or activity in terms of another kind of experience or activity” (Lakoff and Johnson, 1980:197) The set of mappings structures our notion of LOVE and LEARNING in a clear-cut way Without the metaphor, it would be difficult to imagine what our concept of LOVE and LEARNING... definitions given to advertising which all have in common that advertising is a means of promoting the product, idea or organization on the market with an aim to giving information and to persuading people of the benefits of the product and inducing them to take an action, say to buy it, to approve of it, to follow it, etc Advertising reaches people through various forms of mass communication including newspapers,... Lakoff and Johnson, regarding cognitive function of metaphors 3.1 Structural metaphors In this kind of metaphors, the source domain provides a relatively rich knowledge structure for the target concept” (Kovecses, 2010:37) In other words, the cognitive function of these metaphors is to enable speakers to understand target A by means of the structure of source B This understanding occurs by means of conceptual. .. terms topic and vehicle in which the latter term is used metaphorically and the relationship between two terms is call ground Kovecses, one of the most significant Hungarian researchers of metaphors gives out his definition as follows: In the cognitive linguistic view, metaphor is defined as understanding one conceptual domain in terms of another conceptual domain […] The conceptual domain from which... between the domain of the advertised item and other domains” (Ungerer, 2000: 321) On the other hand, advertisers make metaphorical utterances to give their audience an invitation to process the utterance In doing so, the audience is made to see resemblances between the advertised product or service and the object or property featured in the metaphor However, the audience takes part of the responsibility in. .. service or idea to their audience The audience of these ads do not have to infer any implications from them On the other hand, a soft-sell relies mainly on the audience‟s mood rather 26 than on exhortation and always asks the audience to draw implications from the ads Bernstein (1974: 118) proposed another classification of technique that is compatible with the hard-sell and soft-sell distinction aforementioned . SAMSUNG, APPLE, BLACKBERRY AND SONY ERICSSON CELL PHONES (Việc sử dụng ẩn dụ ý niệm trong các khẩu hiệu quảng cáo cho điện thoại di động Nokia, Samsung, Apple, Blackberry và Sony Ericsson) . BLACKBERRY AND SONY ERICSSON CELL PHONES (Việc sử dụng ẩn dụ ý niệm trong các khẩu hiệu quảng cáo cho điện thoại di động Nokia, Samsung, Apple, Blackberry và Sony Ericsson) THESIS SUMMARY. five cell phone brands to find out the frequency of conceptual metaphors used in their advertising slogans and the subtypes of conceptual metaphors employed based on the theory of Lakoff and