Luận văn thạc sĩ an investigation on metaphor used in english slogans by some banks in the world

VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STUDIES BÙI THỊ PHƢƠNG TRANG MINOR THESIS RECAPITULATION AN INVESTIGATION ON METAPHOR USED IN ENGLISH SLOGANS BY SOME BANKS IN THE WORLD (Nghiên cứu ẩn dụ đƣợc sử dụng câu hiệu số ngân hàng giới.) M.A MINOR THESIS Field: English Lingustics Code: 60 22 15 Course: K18 Hanoi, 2011 z VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STUDIES BÙI THỊ PHƢƠNG TRANG AN INVESTIGATION ON METAPHOR USED IN ENGLISH SLOGANS BY SOME BANKS IN THE WORLD (Nghiên cứu ẩn dụ đƣợc sử dụng câu hiệu số ngân hàng giới.) M.A MINOR THESIS Field: English Lingustics Code: 60 22 15 Course: K18 Supervisor: Nguyễn Thị Thơm Thơm, M.A Hanoi, 2011 z iii LIST OF TABLES Table 1: The frequency of slogans in each type of metaphors Table 2: The frequency of each sub-types of Conceptual Metaphor Table 3: The analysis of target, source and metaphor concepts in slogans of conceptual metaphor z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 iv TABLE OF CONTENTS Page Acknowledgements………………………………………………………… i Abstract………………………………………………………………………… ii List of tables…………………………………………………………………… iii Table of contents…………………………………………………………… iv PART A – INTRODUCTION Rationale……………………………………………………………………… Aims and Objectives of the Study……………………………………………… Scope of the Study……………………………………………………………… Methodology…………………………………………………………………… Design of the Study…………………………………………………………… PART B – DEVELOPMENT CHAPTER – LITERATURE REVIEW 1.1 Definition of metaphor………………………………………………………… 1.2 Types of metaphor……………………………………………………………… 1.2.1 Conceptual/Conventional metaphors………………………………………… 1.2.1.1 Definition………………………………………………………………… 10 1.2.1.2 Target domain and Source domain ………………… …………………… 10 1.2.1.3 Classification……………………………………………………………… 10 1.2.1.3.1 Ontological metaphors………………………………………………… 11 1.2.1.3.2 Structural metaphors…………………………………………………… 12 1.2.1.3.3 Orientational metaphors………………………………………………… 13 1.2.2 Mixed metaphors…………………………………………………………… 13 z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 v 1.2.3 New metaphors……………………………………………………………… 14 1.3 Advertising …………………………………………………………………… 16 1.4 Slogan as a part of an advertisement…………………………………………… 17 1.4.1 Definition of a slogan………………………………………………………… 17 1.4.2 Requirements of an effective slogan………………………………………… 20 1.4.3 Typical features of banks’ slogans…………………………………………… 21 1.5 Review of previous studies…………………………………………………… 21 CHAPTER – AN ANALYSIS ON METAPHOR IN BANKS’ SLOGANS 2.1 Slogans – an integral part for banks’ development…………………………… 23 2.2 The exploitation of metaphor in banks’ slogans……………………………… 25 2.3 Procedures…………………………………………………………………… 28 2.3.1 Data collection……………………………………………………………… 28 2.3.2 Data analysis………………………………………………………………… 28 2.4 The analysis…………………………………………………………………… 29 2.5 Formulating of the research questions………………………………………… 32 2.6 Results and discussions……………………………………………………… 32 2.6.1 Research question 1………………………………………………………… 32 2.6.2 Research question 2………………………………………………………… 34 2.7 Concluding remark…………………………………………………………… 35 PART C – SUMMARY AND CONCLUSION…………………… 37 REFERENCES……………………………………………………………… 40 APPENDICES I z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 PART A: INTRODUCTION The first chapter states the research problem and justifies the rationale for the study Afterwards, the aims, objectives, scope as well as methodology of the study are presented The chapter ends with an overview of later chapters to provide a clear outline for the whole paper Rationale We are now living in an epoch of information explosion in which advertising seems to be an integral part of the media It cannot be denied that advertising is an indispensable element of our social and economic system Everyday, many products and services are introduced via the media; therefore, advertising is so familiar to everyone It is all around us We are exposed to so much advertising Just as Clark, B (1998) says: “ the average man lives with the advertising man‟s work more hours a day than with his family, and is certainly more familiar with advertising slogans than with the proverbs in his bible.” Advertising is a powerful tool for the flow of information from the seller to the buyer It persuades people to believe and purchase There are many elements in making a successful advertisement Slogans can be considered to be one major factor Memorable, understandable, meaningful and competitive slogans can be effective when customers need products or services Metaphor is used by people to understand an abstract concept by referring to a concrete one It appears so often and is utilized so widely that sometimes we use it subconsciously and without realizing it Lakoff and Turner (1989:1) suppose it as “omnipresent”, “accessible to everyone” and “irreplaceable” As a matter of fact, a mastery of metaphor has been acquired to be used in our daily lives and it helps us understand the world around us z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 Metaphor has been applied to all walks of life for centuries, such as politics, economy and the entertainment industry With the fast commercialization of the society and the booming of the media industry, advertising, as one of the most efficient ways of publicizing products, has become an indispensable part of our life and “a major manifestation of conceptual metaphors”(Kövecses 2002:59) The selling power of the advertisements largely depends on the conceptual metaphors (pictures or words) used in them A well-chosen metaphor will greatly prompt people‟s desire to buy a certain product A mass of previous discussion has been focused on the metaphors used in the field of advertising For example, Anderson (1998) has investigated the use of metaphor in on-line advertising and Lundmark (2005) has discussed metaphor and creativity in British magazine advertising However, among the previous discussion, less attention has been paid to the slogans of advertising, which perhaps are some of the most powerful component elements of all the advertisements They are widely used to attract potential consumers‟ attention and may be the very essence of advertising This study mainly focuses on the slogans in the field of banking advertising and discusses the metaphors used in those slogans with the title: “An investigation on metaphor used in some banks‟ slogans in the world.” It focuses on metaphor classification based on Lakoff and Johnson‟s theory and its application to some banks‟ slogans 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: z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 Question Is conceptual metaphor most frequently exploited in banks‟ slogans? Question 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 First, the banks‟ slogans were selected and classified After that, the metaphorical use of words and expressions was identified and categorized into four categories according to both of their source domain and target domain Then the theory of conceptual metaphor has been applied in the analysis and discussion of those metaphorical expressions In fact, the research is a descriptive study as it “involves a collection of techniques used to specify, delineate, or describe naturally occurring phenomena without experimental manipulation” (Seliger & Shohamy, 1989:124) Therefore, the collection of data will be carried out through non-intrusive and non-manipulative procedures The descriptive approach helps to investigate into the frequency of metaphor types among banks‟ slogans The combination of both qualitative and quantitative methods is used in this study They help us to have a general picture over the selected cases Qualitative analysis allows us to carefully research each specific case z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 After using quantification and classification to recognize the frequencies and divide selected slogans into groups of types and sub-types, two research questions for a further study would be given and demonstrated later based on the result of the classification 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 is DEVELOPMENT, the body of the thesis, including three chapters Chapter 1, with the title “LITERATURE REVIEW”, gives a theoretical background to this study the definition of metaphor and promotional metaphor In addition, the typical classification of metaphors by Lakoff and Johnson is asserted as a theory base for the specific classification of metaphor types exploited in selected slogans as well as the definitions of advertising and advertising slogans This chapter also reflects some previous researches on advertising and advertisements Chapter is named “AN ANALYSIS ON METAPHOR IN BANKS‟ SLOGANS” focusing on the importance of slogans to advertising as well as banks‟ development Besides, in this chapter, an analysis of 20 banks‟ slogans is carried out to help the author achieve the best result in the study It also includes the Results and Discussions This section presents results and findings, which have been proved and obtained from the analysis in the previous part Part C – CONCLUSION gives the overall recapitulations, implications of the study as well as suggests for further researches In brief, the chapter has discussed the research problem, rationale for the study, scope as well as methods of the study Ending the chapter is the overview of the rest of the paper With such content, this chapter acts as a guideline or orientation for the development of the later chapters of the study z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 PART B: DEVELOPMENT CHAPTER 1: LITERATURE REVIEW In this chapter, the theoretical matters related to the analysis will be discussed Firstly, an overview on metaphors in general with its definition and its types are introduced Secondly, it is necessary to mention and discuss the relationship between advertising and slogans Thirdly, a review of previous studies is also presented 1.1 Definition of metaphor The term metaphor that comes from Greek means “transference” With the development of cognitive linguistics and the publication of Metaphors We Live By by Lakoff and Johnson (1980), the understanding of metaphor has been changed dramatically Metaphor is a major and indispensable part of our ordinary, conventional way of conceptualizing the world, and that our everyday behavior reflects our metaphorical understanding of experience Metaphor is defined as the substitution of one idea or object with another, used to assist expression or understanding Some theorists have suggested that metaphors are not merely stylistic, but that they are cognitively important as well Lakoff and Johnson also argue that “metaphors are pervasive in everyday life, not just in language, but also in thought and action.” (1980:3) Metaphors are around us Metaphors are not the matter of language, but they also exist in the way we think and act A common definition of a metaphor can be described as a comparison that shows how two things that are not alike in most ways are similar in another important way They explain how a metaphor is simply being understood and experienced one kind of thing in terms of another The authors call this concept a “conduit metaphor” By this they mean that a speaker can put ideas or objects into words or containers, and z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 sketched as followed Two scenarios may be perceived: (i) people working in the Citibank never sleep, and (ii) the Citibank opens all day and night (24 hours a day) without closing for a single second Sleeping is the action of human being, it also means resting A bank which never sleeps means the bank works with no single period of rest time during the day This also means the metaphor used here does not entail the action – sleep, but the action – working non – stop In this slogan, metaphor is suitably matched with the absolute antonymy, creating the bank‟s enthusiasm and dedication to the clients The fantastic matter does not lie in the metaphor or the slogan itself, but in the entailed meaning the producer wishes to transfer 2.4.2 In-depth analysis of Abbey National Bank’s slogan: “Because life’s complicated enough.” In our everyday conversation, life is commonly understood as an entity, so that people can give life to something, take away someone’s life or even sell one’s life dearly The abstract concept of LIFE is conceived by people in this way everyday to help understand it or refer to it Another conceptual metaphor, LIFE IS A JOURNEY, which frequently underlies daily metaphorical linguistic expressions, is also based on this method of understanding life, only that the source domain is elaborated in more detail as JOURNEY LIFE is a popular target domain in advertising slogans as well since the advertisers want to convince the consumers that their products will make our life better, which might be the greatest motivation for them The advertising slogans in this section are mainly centered on the ontological metaphor LIFE IS AN ENTITY This slogan is very much structured by conceptual metaphors which seem to be mainly used in order to attract new consumers to Abbey National Bank and to sell them the very general idea of a service Consequently this slogan would exclusively focus on the conceptualization of the financial entity – namely, Abbey National and 30 z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 its bankers- and not on specific banking products First of all, Abbey National Bank is described as a safe and reassuring institution which is aware of life‟s complexity especially inn times of economic crisis, and is at consumers‟ disposal helping them to have simpler and better living conditions It is depicted as possessing high capacities of understanding and empathy towards its customers Moreover, the metaphors identified would also aim at offering a very positive image of the bank, while implicitly presenting their competitors as different and negative We can easily see the underlying metaphor is that: being a client of Abbey National Bank is having an uncomplicated and positive life Bank and daily tasks are complicated and thus, banking and life in general are difficult to handle Abbey National Bank is uncomplicated and thus, people choosing this bank have a simpler and better life 2.4.3 In-depth analysis of Julius Baer Bank’s slogan: “Some only offer umbrellas But Bank Julius Baer offers more.” We may immediately recognize the personification through the word “offer” A bank, a physical entity may conduct one kind of human-being actions: “offering” Here, the typical conceptual metaphor: An object is a person or exactly, a physical entity is a living entity is applied However, this is merely the first layer of the metaphorical expression‟s meaning The second layer lies in the metaphorical word “umbrellas” In this slogan, “umbrellas” are understood as the things bringing you the protection and safety They can shield you from the rain or the sunlight that threatens to burn your skin In the second layer, “umbrellas are safety” exploits the typical concept: Abstract is Concrete or Abstract Entities are Physical Entities With this slogan, Jullius Baer Bank is explicitly depicted in a very positive light – it is a trustable bank which is always ready to face obstacles, whenever they happen, to protect and help its customers 31 z 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Question Is there an outstanding favor towards the ontological metaphor? Up to now, the chapter has focused on the slogans‟ significance to banks‟ development An analysis of 20 selected banks‟ slogans is also carried out The presentation along with the interpretation of findings will be elaborated on in the following section, namely Results and Discussions 2.6 Results and discussions This section includes Results and Discussions of result In the former part, there is a comprehensive presentation and interpretation of findings in accordance with two questions, which paves the way for further discussion in the latter section Justifications and analyses of the collected results are also provided in connection with those of the literature in the field 2.6.1 Question 1: Is conceptual metaphor most frequently exploited in banks’ slogans? Twenty selected slogans have been analyzed in the way that has been presented above The slogans are classified into different types of metaphors and presented in the statistic tables In this section, the statistics is presented in four tables Each one serves its own specific purpose 32 z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 Types of metaphors Number of slogans Conceptual/Conventional 13 Metaphors Mixed Metaphors New Metaphors Table 1: The frequency of slogans in each type of metaphors As mentioned in the previous part, the classification of metaphor is based on Lakoff and Johnson‟ theory Therefore, twenty slogans are classified into conceptual/conventional metaphors, mixed metaphors and new metaphors From the table 1, we can see the favor of conceptual/conventional metaphors with 13 slogans Meanwhile, mixed metaphors contribute slogans and only slogans for new metaphors Based on the data of 20 selected slogans, the first question is proved clearly Among three types of metaphors, conceptual metaphors is the first choice of advertisers and marketers in order to offer a positive image of the financial entities – or, conversely, to delegitimize their competitors As seen in the table 1, the number of conceptual metaphors employed is 13 out of 20 slogans, equivalent to 65 percent In all these slogans, typical conceptual metaphor concepts namely “Abstract is concrete” in ontological metaphor or “An object is a person” in personification are employed - 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) Although Murray Knowles and Rosamund Moon affirmed “Conceptual metaphors may be culture – specific”, advertisers still believe conceptual metaphors to be quite easily accessible to other cultures and to be aimed at more global audience Thus, conceptual metaphors may break the possibility of misunderstanding the promotional 33 z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 messages between and among the nations/cultures when the products advertised by the slogans are exported/imported Typical conceptual metaphor concepts as in the Midland Bank‟s slogan: “The listening bank” (an object is a person), or “LG: Life‟s good” (Good is Up), are certainly more ear-catching and ear-approachable than the metaphor concepts that consumers/buyers have never known about In fact, as for mixed metaphors and new metaphors, to enable the buyers‟ accessibility to an entire understanding of the slogan, the accompanied pictures and illustration must be absolutely relevant and smartly meaningful, which is quite costly However, in order to apply the result for all banks‟ slogans, it is still an open question that is in need of further painstaking research (because of the appearance of new slogans every year) and a larger quantity of slogans 2.6.2 Question 2: Is there an outstanding favor towards the ontological metaphor? Sub-types of Number of slogans Conceptual/Conventional Metaphors Ontological 12 Structural Orientational Table 2: The frequency of each sub-types of Conceptual Metaphor The table is revealed the frequency of each conceptual metaphor sub-types exploited in the slogans The favor towards ontological metaphor with the concept Abstract is Concrete is realized clearly As analyzed, of 13 slogans exploiting conceptual metaphors, there are 12 slogans presented in ontological metaphor and only one presented in 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 34 z 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37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 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) - The listening bank (Citibank) - Making more possible (ABN AMRO) Ontological metaphor is perceived as a metaphor in which “an abstraction, such as an activity, emotion, or idea, is represented as something concrete, such as an object, substance, container, or person” Ontological metaphors can also be understood as entity and substance metaphors (Lakoff & Johnson 2003:26) Ontological metaphors are based on our experience with the physical world around us When things we want to refer to are not very concrete and not have a clear physical shape, we tend to understand them as entities or substances This sub-type of conceptual metaphors allows advertisers to vividly transfer message to consumers on banks‟ services quality, as well as does not violate the Law of Truth or lend the coat of showing – off onto the products .2.7 Concluding remark Along with the synthetic analysis focusing on the frequent use of each metaphor type and subtype has managed to answer to the research questions Whereas the first wonder about the most frequently chosen metaphor type is solved with the 65 percent of appliance The explanation for this New/Novel Metaphors and Mixed Metaphor lead to misunderstanding and ambiguity in this service‟s message With the most frequent use of conceptual metaphors, in terms of sub-type, ontological metaphor is the wisest choice of marketers and advertisers The reason is on its high familiarity of personification, container metaphor, entity metaphor and the typical concept “Abstract is Concrete”, which customers often encounter in daily life It not only transfer the value of the banks‟ services but also the owners or staffs‟ 35 z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 message to clients/investors in a way that can both avoid the violation of the Law of Truth and give them belief in comfortable feelings This chapter centers on the slogans‟ significance to advertising and to producers‟ reputation An analysis of 20 selected banks‟ slogans is also carried out in order to contrast the research questions of the study Besides, the Results and Discussion of results has comprehensively presented all findings in close connection The whole study with its achievements as well as limitations will be reviewed in the following, also the final part of the paper 36 z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 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Conceptual/Conventional this theory, metaphors another is carried minor out dissection to of further Conceptual/Conventional metaphors slogans classified into sub-types of ontological, structural and orientational For the purpose of the classifying and analyzing job, 20 banks‟ slogans of which are used within the last ten years and were collected from English-speaking countries are chosen All 20 slogans are classified into types and sub-types, an analysis of the target domain, source domain and metaphor concept is conducted This stage proves effectively for the right classification In the first step of in-depth analyzing with the three slogans, I realized that there is a favor frequent on conceptual metaphors I also saw the regular appearance of ontological metaphors in comparison with structural and orientational For this reason, the writer gave out two detailed questions for further study, supporting the aim of the research mentioned Major findings of the research On the whole, the present study researched thoroughly into the investigation of metaphor used in English slogans by some banks in the world Through the critical 37 z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 data analyses and discussions of findings, significant results could be summarized as follows In the first place, the number of conceptual/conventional metaphors exploited in 20 slogans is quite huge; with the percentage is 65 percent This fact reveals a high approachability of conceptual/conventional metaphorical expressions in banking context Obviously, the conceptual/conventional expressions are quite familiar with customers/investor since they base themselves on the consumers‟ acknowledgeable things and views, leading them to believe The exploitation of conceptual/conventional metaphors, therefore, enables advertisers to transmit the message in an amazing understandable way, by which the customers feel the familiarity with their daily lives in an advertising sense Secondly, in the conceptual/conventional metaphors, the major of ontological subtype is recorded This presents in typical metaphors concepts ranging from personification, entity metaphor or container metaphors which consolidates customers/investors‟ ability to understand marketers‟ messages Besides, the favoritism towards personification reveals the fact in turning products into humanbeing, which is quite close to their daily contacting Limitations of the research 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 38 z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 Suggestions for further studies Initially, as mentioned above, this research has proven both the highly frequent use of metaphors in some banks‟ slogans as well as the application of their sub-types In terms of prospects for further researches, the research can be continued in many ways, for example, there can be a research conducting an in-depth analysis on all kinds of metaphors, or just one type, or sub-type used in other separated field Or, there may be a study on the different use of metaphors in English and Vietnamese advertising slogans, or the influence of metaphor use in advertising on culture I have made my great efforts in this thesis to work out the best results However, due to limitation of time and knowledge of the author, mistakes and limitations are unavoidable Therefore, any of your constructive comments or corrections for my better work would be highly appreciated 39 z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 REFERENCES Books and journals Anderson, A E (1998) The Use of Metaphor in On-line Advertising PhD Thesis, University of Florida Clark, B The Advertising Smokescreen, 1998 New York: Harper and Brothers Forceville, C Pictorial Metaphor in Advertising London: Routledge, 1996 Herbert, W.S & Elana, S (1989) Second Language Research Methods Oxford University Press Hermeren, L (1999) English for sale: A study of the Language of Advertising Lund University Press Knowles, M & Moon, R (2006) Introducing Metaphor London and New York: Routledge Kövecses, Z (2002) Metaphor: A Practical Introduction New York: Oxford University Press Lakoff, G & Johnson, M (2003) Metaphors We Live By London: The University of Chicago Press Lakoff, G & Turner, M (1989) More than Cool Reason: A Field Guide to Poetic Metaphor.Chicago: The University of Chicago Press Lakoff, G (1987) Women, Fire and Dangerous Things: What categories Reveal about the Mind Chicago: University of Chicago Press Leiss, W., Kline, S., and Jhally, S (1986), Social Communication in Advertising New York: Methuen Lundmark, C (2005) Metaphor and Creativity in British Magazine Advertising PhD Thesis, Luleå University of Technology Ortony, A (1993) Metaphor, Language and Thought Metaphor and Thought Cambridge: Cambridge University Press 40 z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 Pollay, R W (1984) The identification and distribution of values manifest in print advertising, 1900-1980 MS: Lexinton Press Richards, I A (1965) The Philosophy of Rhetoric New York: Oxford University Press Torben, V & Kim, S (1985) The Language of Advertising Oxford: Basil Blackwell Publisher Ltd Whittier, C L (1958) Creative Advertising New York: Henny Holt & Co XUE Hangrong Introduction to English Styles[M] Xi‟an:Xi‟an Jiaotong University Press, 2003 Zaltman, G.& Coulter, R Seeing the Voice of the Consumer: Metaphor-Based Advertising Research Journal of Advertising Research 35.4 July/August (1995) 3551 Internet Sources http://www.adslogans.co.uk (retrieved in July) http://ebookee.org/John-E-Kennedy-Reason-Why-Advertising-IntensiveAdvertising_475414.html (retrieved in August, 2011) http://www.textart.ru/database/slogan/list-advertising-slogans.html (retrieved in July, 2011) http://en.wikipedia.org/wiki/Main_Page (retrieved in July, 2011) http://dictionary.cambridge.org/ (retieved in July, 2011) Dictionaries Oxford Advanced Learner‟s Dictionary (1995: 734), Oxford University Press 41 z 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37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.C.33.44.55.54.78.655.43.22.2.4.55.2237.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.66 I APPENDIX LIST OF SELECTED SLOGANS The Citi never sleeps (Citibank) Because life’s complicated enough (Abbey National Bank) The listening bank (Midland Bank) 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) Fortis Solid partners, flexible solutions (Fortis banking and insurance) Chase The right relationship is everything (Chase Manhattan Bank) Bank of America Higher standard (Bank of America) 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) z 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whole world World Bank Abstract is concrete in Container An object is a container Person An object is a person (Midland Bank) It’s time you Benefits reaped the benefits of Jersey’s fertile financial environment (Abbey National Bank) 5.You live take care details We’ll Bank of the (Hypo Vereinsbank) one bank (Citibank) 7.Commonwealth Bank z 37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.55.77.77.99.44.45.67.22.55.77.C.37.99.44.45.67.22.99 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