(LUẬN VĂN THẠC SĨ) A study on mataphorical expressions in English advertising slogans from the semantic approach

1 VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST – GRADUATE STUDIES - - NGUYỄN THỊ CHI MAI A STUDY ON METAPHORICAL EXPRESSIONS IN ENGLISH ADVERTISING SLOGANS FROM THE SEMANTIC APPROACH (NGHIÊN CỨU CÁC BIỂU THỨC ẨN DỤ SỬ DỤNG TRONG CÁC KHẨU HIỆU QUẢNG CÁO BẰNG TIẾNG ANH TỪ PHƯƠNG DIỆN NGỮ DỤNG HỌC) M.A Minor Programme Thesis Field: English Linguistics Code: 60.22.15 HANOI – 2010 TIEU LUAN MOI download : skknchat@gmail.com VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST – GRADUATE STUDIES - - NGUYỄN THỊ CHI MAI A STUDY ON METAPHORICAL EXPRESSIONS IN ENGLISH ADVERTISING SLOGANS FROM THE SEMANTIC APPROACH (NGHIÊN CỨU CÁC BIỂU THỨC ẨN DỤ SỬ DỤNG TRONG CÁC KHẨU HIỆU QUẢNG CÁO BẰNG TIẾNG ANH TỪ PHƯƠNG DIỆN NGỮ DỤNG HỌC) Field: English Linguistics Code: 60.22.15 Supervisor: Asoc.Prof Nguyen Xuan Thom, PhD HANOI – 2010 TIEU LUAN MOI download : skknchat@gmail.com iv LIST OF FIGURES AND TABLES FIGURES Figure 1: A model of interpersonal verbal communication (Roman Jakobson, 1960) Figure 2: Vaseline Intensive Care Blend Figure 3: Red Bull Blend Figure 4: Lexus Blend Figure 5: Citi Bank Blend TABLES Table 1: The calculated frequency of advertising slogans in each metaphor type Table 2: The general frequency of each metaphor type in the whole forty slogans of four groups Table 3: The frequency of each sub-types of Conceptual Metaphor in each group Table 4: The analysis of target domain, source domain and metaphor concepts in 11 slogans of new and mixed conventional metaphors TIEU LUAN MOI download : skknchat@gmail.com (LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach (LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach v TABLE OF CONTENTS CERTIFICATE OF ORIGINALITY OF STUDY PROJECT REPORT i ACKNOWLEDGEMENTS ii ACKNOWLEDGEMENTS ii ABSTRACT iii LIST OF FIGURES AND TABLES iv TABLE OF CONTENTS v INTRODUCTION 1 Rationale 2 Research questions and aims of the study Scope of the study Research methodology Design of the study CHAPTER I THEORETICAL BACKGROUND: METAPHORS AND THE USE OF METAPHORS IN ADVERTISING Definitions of metaphor and promotional metaphor Kinds of metaphors Previous studies on Metaphor in Advertising CHAPTER II AN ANALYSIS ON METAPHOR EXPLOITATION IN ADVERTISING SLOGANS 14 Advertising slogan: A crucial part of an advertisement 14 The exploitation of metaphors in advertising slogans 16 Hypotheses 18 Procedures 19 The analysis 21 CHAPTER III RESULTS AND FINDINGS 27 The result 27 Discussion and findings 30 Conclusion 33 CHAPTER IV SUMMARY AND CONCLUSION 35 TIEU LUAN MOI download : skknchat@gmail.com (LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach (LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach INTRODUCTION “Advertising, your right to choose!” American Advertising Association-CNN Despite the best-seller position of “The fall of advertising, the rise of PR” (Alries Rises & Laura Rises), advertising has been remaining an integral part in the global economy As an old slogan has put it, “Advertising, your right to choose!” advertising has been always considered as one of the most crucial tools in any marketing campaign Advertising, through the process of informing customers, spreading and enhancing brand awareness, helps offer consumers a freedom of choice for various products To fulfill these tasks, advertising needs the exploitation of language as the foundation to realize all creative ideas In fact, advertising‟s linguistic creativity is most effectively expressed through advertising slogans, where its functions of spreading information and enhancing brand awareness are well semantically served The number of linguistic devices exploited in advertising slogans has been truly increasing owing to the marketers‟ preference to convey their product messages in an implicit, rather than explicit way Metaphor “Let your fingers the walking” (Yellow pages-1964) Simile “Sleeping on a Seely is like sleeping on a cloud” (Seely mattresses) Contradiction ”Annoy the neighbors Turn it down” (JFM Radio Station) Imperatives “Just it!” (Nike) Chiasmus "I am stuck on Band-Aid, and Band-Aid's stuck on me." (Band-Aid bandages) "You like it It likes you." (Seven-Up soft drink) In this implicit way of expressing ideas, the slogans‟ messages become more impressive and persuasive It really helps marketers assert their comparative advantages in comparison with both TIEU LUAN MOI download : skknchat@gmail.com (LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach (LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach their direct competitors and new entrants in the industry Among of different linguistic features namely simile, metaphor, chiasmus, implicature or even presupposition, metaphor is preferably used owing to its ability of generating belief, and enhancing products‟ and services‟ images from Semantics perspective Yet, quite little research on marketing literature and linguistic appliance has discussed about the nature and effectiveness of metaphors in advertising in general and in slogans in particular This study, hence, is carried out to discuss the effectiveness of metaphor in English advertising slogans and its comprehension in promotional context Rationale Advertising slogans have proven their importance in both generating sales volume and creating a great impression on customers‟ mind In any companies-whether they are of small, or medium size, and any industries-service or trade, advertising slogans turns out to be the very first thing to add further values to the products To create an understandable, meaningful and useful slogan, the exploitation of most fields in language is involved These include pragmatics, lexicology, phonology, syntax and so on The linguistic features help transmit the message in an implicit way, avoiding the violation of the Law of Truth Based on the acknowledgement of all linguistic devices exploited in slogans, the study is conducted to investigate the employment of metaphors in advertising slogans from a Semantic approach Research questions and aims of the study 2.1 Research questions Dealing with the study of different kinds of metaphor, the researcher has established several research questions to ensure the orientation of the roadmap In fact, based on the business context, studying advertising slogans requires quite specific research questions as well as clear study aims With the foundation of all the literature review studied and the samples collected, three research questions have been established: What kind of metaphor represents the most frequently chosen by advertisers and marketers? What are the strengths (or weaknesses, if any) of each kind of metaphor exploited in advertising slogans? TIEU LUAN MOI download : skknchat@gmail.com (LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach (LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach 37 Third, the exploitation of typical conceptual factors is acknowledged in new metaphors (often elaborated and extended) and mixed metaphors This, again, proves the tendency of prioritizing customers‟ understandability Every advertising slogan is a creative masterpiece, however, in the condition that consumers can understand the transmitted messages, even when the messages are expressed in new metaphors or mixed metaphors In 23 per cent of mixed metaphors and percent of new metaphors exploited, the convention factors prove their strength when bringing customers a sense of familiarity and novelty at the same time The research has proven both the highly frequent use of metaphors in advertising slogans and the application of their sub-types in each field of products and services In terms of prospects for further researches, the research can be continued in quite many ways For example, there can be a research conducting an in-depth analysis on all kinds of metaphors, or just one type, or subtype used in each separated field mentioned in this thesis 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 In fact, metaphor is quite like a “mine”, in which we can never reach the bottom or discover all related matters This, also, confirms the rightness of advertisers‟ choice when exploiting metaphors in advertising contexts With one stone, they are able to kill two birds: transmit the value and make a great impression on consumers‟ mind TIEU LUAN MOI download : skknchat@gmail.com (LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach (LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach I APPENDIX LIST OF SELECTED ADVERTISING SLOGANS Fashion & Cosmetics 1-One drop of perfume, one ocean of love (Mori-Perfume) 2-Without perfume, the skin is mute (Perfume) 3-Quench Your Thirst Skin (Lancome) 4-J‟, beauty lies within (J‟) 5-Johnsons and Johnsons: Say Hello to your child‟s new body guard 6-The shoe your feet is aching for (Bata) 7- Life can get heavy Mascara shouldn‟t (Maybeline) 8- Comfort is in the eye of the beholder (Focus Contact Lense) 9- It‟s always nice to rub it when someone‟s feeling a bit rough (Vaseline Intensive Care) 10-Lifts and Separates (She Weds Bra) Food and Beverages 1-It Gives You Wings (Red Bull) 2-Obey your thirst (Sprite) 3-Refreshes the parts other beers cannot reach (Heineken) 4-Keep hunger locked up till lunch (Shreddies Cereal) 5-The joy of Cola (Pepsi) 6-The pause that refreshes (Coca-Cola) 7- Transparent with a plastic body No wonder it goes down well in Hollywood (Evian mineral water) 8-Bags of taste without the handles (Weight Watchers frozen desserts) 9- Pleasure is the path to joy (Haagen-Dazs, ice cream brand) 10- Because Life‟s full of surprise (Life) Transportation 1-Introducing Sedan with the heart of a lion (Sedan) 2-Volvo cut the prices of parts and eases labor pains (Volvo) 3- Fly the friendly skies (United Airlines) 4- Sight for Soaring Eyes (Trans World Airways) TIEU LUAN MOI download : skknchat@gmail.com (LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach (LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach II 5- Put the fun back into driving (Vauxhall) 6-Let the train takes the strain 7- Satisfaction comes from choosing your own road in life and sticking to it (Lexus) "Today's Chevrolet: The Heartbeat of America." (Chevrolet) "The lion leaps from strength to strength" (Peugeot) 10 "Nissan Trucks: The Hard Bodies." (Nissan) Finance & Banking 1-For vigorous growth, plant your money with us (Legal and General insurance company) 2-The citi never sleeps (Citibank) 3-The bank that likes to say Yes (Trustee Saving Bank) 4-The future takes VISA (VISA) 5-The listening bank (Midland Bank) 6-When EF Hutton talks, people listen (EF Hutton brokage firm) 7-The expanding world of the treasurer In Treasury Management a bank should show brains, not just muscle (ABN AMRO BANK) 8-"Some only offer umbrellas But Bank Julius Baer offers more” (Jullius Baer Bank) 9-It 's time you reaped the benefits of Jersey 's fertile financial environment (Abbey National Bank) 10-Get a piece of rock (Prudential Insurance) TIEU LUAN MOI download : skknchat@gmail.com (LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach (LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach III APPENDIX Table 5: The analysis of target, source and metaphor concepts in 28 slogans of conceptual metaphor Conventional/Conceptual metaphors (Slogans and Metaphor Concepts) Target Source Concept One drop of Perfume Love Abstract is concrete perfume, one ocean of love (Mori-Perfume) Without perfume, Perfume Person An object is a person the skin is mute (Perfume) Quench Your Skin Person An object is a person Thirst Skin (Lancome) J‟, beauty lies Beauty Person/Object An abstract concept is an within (J‟) object/person Say Hello to your Baby‟s Person An object is a person child‟s new body cosmetic guard Johnsons & Johnsons The shoe your feet Feet Person An object is a person is aching for (Bata) Life can get heavy Difficulties Burdens One concept is structured in terms Mascara shouldn‟t of another concept (Maybeline) Comfort is in the Comfort Object Abstract is concrete eye of the beholder (Focus Contact Lense) It‟s always nice to Feeling Object Abstract is concrete rub it in when (Nice) someone‟s feeling a Body Container An object is a container bit rough (Vaseline Intensive Care) 10 Lifts and Underwear Person An object is a person Separates (corset) (She Weds Bra) 11 It Gives You Drink Person An object is a person Wings (Red Bull) (Red Bull) 12 Obey your thirst Feeling Person Abstract is concrete TIEU LUAN MOI download : skknchat@gmail.com (LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach (LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach IV (Sprite) 13 Refreshes the parts other beers cannot reach (Heineken) 14 The pause that refreshes (Coca-Cola) 15 Keep hunger locked up till lunch (Shreddies Cereal) 16 Because Life‟s full of surprise (Life) 17 Introducing Sedan with the heart of a lion (Sedan) 18 Fly the friendly skies (United Airlines) 19 Put the fun back into driving (Vauxhall) 20 Let the train takes the strain 21 The lion leaps from strength to strength (Peugeot) 22 Nissan Trucks: The Hard Bodies (Nissan) 23 The Citi never sleeps (Citibank) 24 The future takes VISA (VISA) 25 The listening bank (Midland Bank) 26 When EF Hutton talks, people listen (EF Hutton brokage firm) 27 It 's time you reaped the benefits of Jersey 's fertile financial environment (Abbey National Bank) Beer (Heineken) Person (A feeling is a living entity) An object is a person/living entity Drink (Coca-Cola) Hunger Person An object is a person/living entity Container Feelings are objects Life Container Abstract is concrete Sedan Body An object is a person Skies People An object is a person Fun Object Abstract is concrete Train Person An object is a person Bike (Peugeout) Lion An object is a living entity Trucks People An object is a person/living entity Bank Person An object is a person Future Person Bank Person An concept is a person/living entity An object is a person Bank Person An object is a person/living entity Benefits Fruits Abstract is concrete TIEU LUAN MOI download : skknchat@gmail.com (LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach (LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach V 28 Get a piece of Safety rock (Prudential Insurance) 29 Sight for Soaring Soaring Eyes (Trans World Airways) Rock Abstract is concrete Good Based on the orientational concept: Good is Up TIEU LUAN MOI download : skknchat@gmail.com (LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach (LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach VI REFERENCES Books and Journals Barthes, R (1957) Mythologies New York: Hill & Wang Barthes, R (1974) S/Z (R Miller, Trans.) New York: Hill and Wang Barthes, R (1988) The Semiotic Challenge New York: Hill and Wang Billow, R (1977) Metaphor: A Review of the Psychological Literature Psychological Bulletin, 84 (1), 81-92 Dyer, G (1988) Advertising as Communication London: Routledge Hermerén, L (1999) English for sale: A Study of the Language of Advertising Lund University Press Hjelmsley, L (1961) Prolegomena to a Theory of Language (Translated by Francis J Whitfield) Madison: University of Wisconsin Press Jakobson, R (1960) Linguistics and poetics Cambridge, MA: MIT Press Johnson, M (1981) Introduction: Metaphor in the Philosophical tradition, Philosophical Perspectives on Metaphor MN: University of Minnesota Press Knowles, M Moon, R (2006) Introducing Metaphor London and New York: Routledge Kövecses, Z (2002) Metaphor: A Practical Introduction Oxford: Oxford University Press Lakoff, G.& M Johnson (1980) Metaphor We Live By Chicago: University of Chicago Press Lakoff, G (1987) Women, Fire and Dangerous Things Chicago and London: The University of Chicago Press Lakoff, G.& M Turner (1989) More Than Cool Reason: A Field Guide to Poetic Metaphor New York: Mouton de Gruyter Lakoff, G.& M Johnson (1999) Philosophy in the Flesh The Embodied Mind and Its Challenge to Western Thought New York: Basic Books McCabe, A (1983) Conceptual Similarity and the Quality of Metaphor in Isolated Sentences Versus Extended Context Journal of Psycholinguistic Research, 41-60 Ortony, A (1993) Metaphor and Thought 2nd ed Cambridge: CUP TIEU LUAN MOI download : skknchat@gmail.com (LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach (LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach(LUAN.VAN.THAC.SI).A.study.on.mataphorical.expressions.in.English.advertising.slogans.from.the.semantic.approach