Aims and Objectives of the Study
The study aims to find out the frequency of different metaphor types used in banks‟ slogans
After an initial analysis described in chapter 2, the research questions can be formulated as:
Is conceptual metaphor most frequently exploited in banks‟ slogans?
Is there an outstanding favor towards the ontological metaphor?
Scope of the Study
All the chosen slogans in this study are taken from the advertisements of banks in English-speaking countries or international brands
In this study, the analysis is based on Lakoff and Johnson‟s theory of metaphor to discuss each type of metaphor used in the chosen banks‟ slogans
Due to the limitation of a minor thesis, only 20 banks‟ slogans are selected to be analyzed.
Methodology
The study began by selecting and categorizing bank slogans, followed by an analysis of the metaphorical language used within them This analysis classified metaphors into four distinct categories based on their source and target domains Finally, the research applied the theory of conceptual metaphor to discuss and interpret these metaphorical expressions in depth.
This research employs a descriptive study methodology, which focuses on collecting techniques to specify and describe naturally occurring phenomena without experimental manipulation (Seliger & Shohamy, 1989) Consequently, data collection will be conducted through non-intrusive and non-manipulative procedures This descriptive approach facilitates an investigation into the frequency of metaphor types used in bank slogans.
This study employs a blend of qualitative and quantitative methods to provide a comprehensive overview of the selected cases The qualitative analysis facilitates an in-depth examination of each individual case, enriching our understanding of the overall findings.
Following the quantification and classification of selected slogans into distinct types and sub-types based on their frequencies, two research questions for further investigation will be presented and elaborated upon, informed by the classification results.
Design of the Study
The study consists of five chapters:
In the PART A entitled “INTRODUCTION”, all the academic routine required for a study is represented
Part B of the thesis focuses on development and comprises three chapters Chapter 1, titled "Literature Review," provides a theoretical foundation for the study by defining metaphor and promotional metaphor It highlights the classification of metaphors proposed by Lakoff and Johnson, which serves as a basis for categorizing the metaphor types used in selected slogans Additionally, this chapter defines advertising and advertising slogans while reviewing previous research related to advertising and advertisements.
Chapter 2, titled “An Analysis on Metaphor in Banks’ Slogans,” emphasizes the significance of slogans in advertising and their role in the growth of banks This chapter conducts a thorough analysis of 20 bank slogans to enhance the study's outcomes Additionally, it features a Results and Discussions section that showcases the findings derived from the earlier analysis, providing valuable insights into the effectiveness of metaphors in banking slogans.
Part C – CONCLUSION gives the overall recapitulations, implications of the study as well as suggests for further researches
This chapter outlines the research problem, the rationale behind the study, its scope, and the methodologies employed It concludes with an overview of the subsequent sections of the paper, serving as a guiding framework for the development of the later chapters.
LITERATURE REVIEW
Definition of metaphor
The term "metaphor," derived from Greek meaning "transference," has evolved significantly with the advent of cognitive linguistics, particularly following Lakoff and Johnson's influential work, "Metaphors We Live By" (1980) Metaphors are essential to our everyday understanding and conceptualization of the world, deeply influencing our behavior and experiences.
Metaphors serve as a powerful tool for expression and understanding by substituting one idea or object for another They are not only stylistic devices but also play a crucial role in cognition According to Lakoff and Johnson (1980), metaphors are deeply ingrained in our daily lives, influencing not just our language but also our thoughts and actions Thus, metaphors are fundamental to how we perceive and interact with the world around us.
A metaphor is defined as a comparison that highlights the similarities between two seemingly dissimilar things in a significant way It allows individuals to understand and experience one concept through the lens of another This idea is referred to as a "conduit metaphor," where speakers convey ideas or objects as if they are contained within a vessel, which is then communicated to listeners who interpret and derive meaning from these conveyed concepts.
Lakoff and Johnson give several examples of daily metaphors we use, such as
Metaphors like "argument is war" and "time is money" illustrate how language can convey personal meaning and enhance communication By tapping into the imagination of users, metaphors become powerful tools that make messages more persuasive and impactful.
Metaphor, as defined by the Oxford Advanced Learner’s Dictionary, is the imaginative use of language to describe one object as another, highlighting shared qualities and enhancing the description's impact This literary device not only clarifies abstract concepts but also engages the reader's imagination, illustrating the interconnectedness of seemingly unrelated things For instance, an advertisement from an investment company states, “You are the traveler Your investments are the terrain We are the map,” effectively conveying the relationship between the investor and their investments through metaphor.
However, it is very important to distinguish metaphor from simile and metonymy because they are closely related
Metaphors and similes are essential forms of comparison used in language A metaphor directly equates one thing to another, suggesting that one thing is essentially another, while a simile highlights similarities between two different things, often using the words "like" or "as." In advertising, similes serve as both artistic devices and explanatory tools, making unfamiliar concepts relatable by comparing them to familiar objects or events.
E.g Like your baby, kittens need more nutrition than adult cats
Metonymy and metaphor serve distinct purposes in language Metonymy involves referring to something by mentioning a related component or symbol, while metaphor focuses on understanding and interpreting one concept through the lens of another.
Metonymy is a conceptual process in which a target entity is represented by a vehicle entity, allowing for focused attention or mental access to the target For instance, as illustrated by Lakoff and Johnson (2003:37), this linguistic device can effectively convey meaning through associative connections.
The sax has the flu today
In the examples provided, the vehicle entity effectively signifies the target entity, illustrating a close relationship between them The producer represents the product, the object utilized denotes the user, and the controller symbolizes the controlled This demonstrates that in each instance, the vehicle and target entities are interconnected and closely associated.
Metaphor and metonymy are two distinct forms of meaning transference, with metaphor relying on similarity and metonymy on contiguity An example of metonymy illustrates this concept effectively.
E.g The pen is mightier than the sword
In this context, "the pen" symbolizes literary power, while "the sword" represents military force This illustrates a part-whole relationship, where a term for a part is used to signify the entire concept.
Metonymy, much like metaphor, is a structured conceptual process that reflects our daily experiences and influences our perception of the world It is not a random linguistic phenomenon but rather a meaningful representation of our thoughts For instance, the expression "the face for the person" illustrates how metonymy operates by substituting one concept for another, highlighting the interconnectedness of language and thought.
She has just a pretty face
There are an awful lot of faces out there in the audience
We need some new faces around here
Metonymy is a common linguistic phenomenon rooted in our daily experiences, as highlighted by Lakoff and Johnson (2003:38) We often identify individuals primarily by their faces; seeing someone's face allows us to claim we have encountered them, rather than recognizing them through other physical attributes.
To preserve a photograph of an individual, their face must be visible, highlighting that metonymy extends beyond mere linguistic features It is deeply rooted in our experiences, influencing our thoughts, attitudes, and actions (Lakoff & Johnson, 2003:40).
Metaphor can be classified in many ways based on different approaches For this study, I think it should be in the light of Lakoff and Johnson‟s classification on metaphors.
Types of metaphor
Before the publication of the great work, metaphor was viewed by most people as an extraordinary form of language rather than a form of language used in everyday life
Metaphor, traditionally viewed as a decorative element in poetry and literature, is redefined by Lakoff and Johnson as a fundamental conceptual process that shapes how we understand and categorize our world This pervasive phenomenon influences not only language but also our thoughts and actions, highlighting its essential role in everyday life (Lakoff & Johnson 2003:4).
In cognitive linguistics, conceptual metaphor refers to a figurative comparison where one idea is understood through another, emphasizing that metaphor is fundamentally about thought rather than language, as highlighted by George Lakoff and Mark Johnson in 1980 Conceptual metaphors connect two domains: the source domain, which is concrete and physical, and the target domain, which is abstract For instance, in the metaphor "Life is a journey," the concept of a journey helps us comprehend the abstract idea of life Here, everyday experiences with journeys serve to illuminate the more complex aspects of life, illustrating how the source domain aids in understanding the target domain, with the target typically being more abstract and the source more concrete.
Metaphors are an integral part of everyday language for English speakers, often used without conscious awareness For instance, the phrase "go our separate ways" embodies the conceptual metaphor LOVE IS A JOURNEY, illustrating how metaphors help us understand complex ideas like love (Kovecses, 2002: 30) These widely recognized metaphors, such as ARGUMENT IS WAR and LIFE IS A JOURNEY, serve as tools for communicating abstract concepts Interestingly, conventional metaphors can also appear in unconventional forms, as seen in the expression “Stop the world I want to get off,” which creatively conveys the metaphor LIFE IS A JOURNEY by likening life to a bus ride (Kovecses, 2002: 31) Ultimately, journey metaphors are prevalent in both conventional and unconventional expressions, highlighting their significance in our communication.
1.2.1.2 Target domain and Source domain of Conceptual metaphor
“The domain that is mapped is called the source domain, and the domain onto which the source is mapped is called target domain.” (Lakoff and Johnson, 1987)
Conceptualist views regard metaphor as a fundamental cognitive mechanism that structures our knowledge by mapping one domain of experience onto another This process involves understanding a target domain in terms of a source domain, creating a new perspective on the target domain According to Richards (1936), this mapping process can be broken down into two key components: the tenor, representing the source domain, and the vehicle, representing the target domain, facilitating a deeper understanding of complex concepts through metaphorical connections.
The metaphor "She is a snake" illustrates a comparison where the source domain is a snake, symbolizing danger and deceit, while the target domain is a woman This implies that the woman possesses traits commonly associated with snakes, such as being treacherous or untrustworthy The metaphor effectively highlights the perceived similarities between the two, emphasizing the negative attributes attributed to her character.
Kovecses (2002) classifies metaphors based on their conventionality and function, distinguishing between conventional and unconventional metaphors Additionally, he categorizes conceptual metaphors into three types: structural metaphors, ontological metaphors, and orientational metaphors, each serving different functions in language and thought.
Ontological metaphors transform abstract concepts, such as emotions or ideas, into concrete representations like objects or entities These metaphors, also known as entity and substance metaphors, are rooted in our physical experiences When dealing with less tangible concepts, we often conceptualize them as entities or substances For instance, the metaphor "INFLATION IS AN ENTITY" allows us to discuss and define inflation as if it were a concrete object, facilitating clearer communication about this abstract economic phenomenon.
Inflation is lowering our standard of living
If there‟s much more inflation, we‟ll never survive We need to combat inflation
Inflation is hacking us in to a corner
Inflation is perceived as a tangible force that impacts our lives and can be addressed The application of ontological metaphor allows individuals to conceptualize and discuss inflation as a physical entity.
Metaphors can be categorized into three main types: container, entity, and substance metaphors A containment metaphor illustrates a concept as having both an inside and outside, suggesting the ability to hold something, as exemplified by the phrase, "I’ve had a full life."
An entity metaphor, in which an abstraction is represented as a concrete physical object or may be a person
E.g My mind just isn‟t operating today
A substance metaphor is a type of ontological metaphor where abstract concepts like events, activities, emotions, or ideas are depicted as tangible materials.
E.g There was a lot of good sprinting in the race
Structural metaphors are a type of conceptual metaphor that organize one concept through the framework of another, as defined by Lakoff and Johnson (1980) These metaphors play a crucial role in shaping our understanding by providing a structured way to interpret complex ideas.
Structural metaphors provide a robust framework for understanding target concepts by drawing on the rich knowledge of the source domain This understanding occurs through a conceptual mapping process, where elements from the source are aligned with those of the target By leveraging our experiences, structural metaphors enhance our comprehension and facilitate deeper connections between ideas.
According to Lakoff and Johnson (2003), metaphors serve as structured concepts that help clarify other ideas Lovecses (2002) highlights that in structural metaphors, the source domain offers a richer knowledge framework, aiding in the comprehension of the target concept through various mappings A prime example is the TIME IS MOTION metaphor, where time is conceptualized in terms of motion and space, leading to the mapping that "times are things."
The passing of time is motion
Future times are in front of the observer; past times are behind the observer
The deictic center represents the stationary point in our understanding of time, while movement signifies change Our perception of time is fundamentally structured through these concepts, making it challenging to grasp the notion of time without the use of structural metaphors.
Orientational metaphors are a type of conventional metaphor that establish spatial relationships between concepts, such as up versus down, in versus out, and front versus back These metaphors play a crucial cognitive role by organizing our understanding of target concepts within a coherent conceptual framework.
Advertising
Advertising plays a crucial role in shaping brand personality, making it vital for both marketers and consumers It has become an essential component of our social and economic framework, with individuals encountering a vast amount of advertising daily.
Advertising is one of the most recognized and debated aspects of business, often serving as its primary spokesperson As a vital form of mass communication intertwined with commerce and marketing, advertising effectively facilitates the transfer of information from sellers to buyers, making it an influential tool in the marketplace.
Advertising plays a crucial role in influencing and persuading individuals to take action or adopt beliefs, impacting various aspects of our lives It reflects the values and structure of society, making it essential for groups and companies to invest significantly in advertising—often spending a substantial portion of their revenue The reasons for utilizing advertising are diverse, including the announcement of new products or services, market expansion, price changes, competition challenges, staff recruitment, and attracting investors.
Advertising plays a crucial role in marketing, yet crafting an effective advertisement is a challenging task A successful ad should achieve five key functions: it must attract attention, generate interest, create desire, inspire conviction, and provoke action.
An effective advertisement captures consumer attention by ensuring they focus solely on the product To accomplish this, advertisers often create distinctive and memorable ads that stand out from the competition.
(2) Rousing consumers‟ interest is another factor in making a successful advertisement The interest may be from eye-catching images, exciting songs that easy to sing, meaningful contents, etc
(3) The advertisement should stimulate consumers‟ desire to own the product and make them realize that this product is the thing they want
(4) The introduction of an advertisement should convince the consumer on the product It makes them firstly think about the product when they need
5) The advertising urges consumers to take the action of purchasing It is here that the topmost task of advertising is completed
All these five functions are inter-related and in concert serve to promote the selling power of the product advertised.
Slogan as a part of an advertisement
A slogan is “a short easily remembered phrase, especially one used to advertise an idea or a product.” (Cambridge Dictionaries Online)
A slogan serves as a distinctive sentence that sets advertisements apart, functioning similarly to a headline in an article Acting as a verbal logo, it typically appears near the brand name or logo in print ads A well-crafted slogan encapsulates a brand's identity, specialty, benefits, and marketing position, reinforcing its commitment Slogans fulfill two primary roles: they create continuity across a series of ads within a campaign and condense the advertising message into a brief, memorable phrase that enhances brand positioning.
In his book, Creative Advertising, Whittier (1958: 11) states that a slogan
A compelling statement about a product or service should be so impactful that it warrants continuous use in advertising, is valuable for public recall, and is crafted in a memorable way that resonates with the audience.
Advertising slogans have served as creative phrases representing products for centuries, designed to foster brand loyalty and easy recall Effective slogans reflect a product's characteristics and educate consumers about its uses Here’s a brief overview of some of the most iconic advertising slogans of the century.
DeBeers: Diamonds are forever Coca-Cola: The Pause that refreshes Avis: We try harder
Nike: Just do it Clairol: Does she … or doesn‟t she?
Advertising slogans are essential for establishing a brand image in a competitive market An effective slogan highlights product benefits, compares it to competitors, provides a clear description, incorporates wit, evokes positive feelings, is memorable, and inspires a desire to purchase Different industries may use unique slogans for individual products, while umbrella brands often adopt a common slogan for all offerings Below is a list of iconic advertising slogans that have stood the test of time and remain memorable for generations.
Molson Canadian Beer: I am Canadian
Apple Computer: Think outside the box
Microsoft: Where do you want to go today?
HBO in 1990: It‟s not TV, it‟s HBO
Energizer Batteries: Keeps going and going and going
WINS Radio, New York: You give us 22 minutes, we‟ll give you the world
Maybelline: Maybe she‟s born with it – maybe it‟s
Midland Bank: The Listening Bank
Trustee Savings Bank: The bank that likes to say Yes
Trebor Mints: A minty bit stronger
L‟Oreal: Because you‟re worth it
Disneyland: The happiest place on Earth
There are many different replaced terms for the word “slogans” in other countries, for example:
The UK End lines, endlines or strap lines The USA Tags, tag lines, taglines or theme lines
France Signatures the Netherlands and Italy,
1.4.2 Requirements of an effective slogan
The advertising slogan is always short and epigrammatic in nature It helps to make the advertisement more impressive and memorable (XUE Hangrong, 2003:206)
5 impart positive feelings for the brand
14 help in ordering the brand
1 be in current use by others
2 be bland, generic or hackneyed
3 prompt a sarcastic or negative response
7 make you say “so what?” or "ho hum"
8 make you say "oh yeah??"
10 be complicated or clumsy (www.adslogans.co.uk)
1.4.3 Typical features of banks’ slogans
Banking advertising falls under the category of service advertising, where customers gain insights into the benefits of these services through both direct experiences and the experiences shared by others.
A bank is a financial institution that manages deposits and loans, providing essential services to its customers It accepts savings deposits and offers loans to those in need, highlighting the importance of effective banking advertising To connect with a cautious audience, banks should employ widely accepted concepts in their marketing strategies The language in banking advertisements, particularly slogans, must be simple, clear, and trustworthy to resonate with all customers.
Review of previous studies
The interdisciplinary nature of advertising has led to extensive research, particularly in the realm of online advertising Notably, Elizabeth M Anderson (1998) explored the role of metaphor in enhancing the effectiveness of digital advertisements.
Carita Lundmark (2005) explores the role of metaphor and creativity in British magazine advertising, highlighting its significance in capturing consumer attention Additionally, Charles Forceville's "Pictorial Metaphor in Advertising" (1996) examines visual metaphors' impact, while Gerald Zaltman and Robin Higie Coulter's research (1995) focuses on metaphor-based advertising strategies Abuczki Agnes (2009) further contributes to this discourse by analyzing the use of metaphors in advertising Collectively, these works underscore the essential function of metaphors in enhancing advertising effectiveness.
Despite limited research on the use of metaphors in slogans across various product and service fields, existing studies on advertising metaphors provide a foundation for further exploration This article presents an investigation titled "An Investigation on Metaphors Used by Some Banks' Slogans Worldwide," aiming to analyze the role of metaphors in banking slogans.
This chapter offers a comprehensive overview of the literature related to the study, covering key topics such as the definition and types of metaphor, the role of metaphors in advertising, and the definition and essential characteristics of an effective slogan Additionally, it includes a review of related studies to identify existing research gaps in the field.
AN ANALYSIS ON METAPHOR IN BANKS’ SLOGANS
Slogans – an integral part for banks’ development
Advertising plays a crucial role in shaping a brand's personality, benefiting both marketers and consumers alike With numerous methods available for brand promotion, each strategy holds significant importance in a competitive market The impact of advertising is evident, as brands invest billions to enhance their visibility A prime example is HSBC Bank, which has established itself as a leading name in the banking sector, boasting over 5,500 offices across 79 countries Among the essential elements of effective advertising campaigns—brand names, logos, slogans, and theme songs—the slogan stands out as a key factor in a brand's success, significantly boosting consumer retention and desire.
Slogans play a crucial role in enhancing brand recall and encapsulating the essence of a brand They convey clear meanings and suggest key attributes about the brand while also reflecting its personality Here are some notable examples:
- Bank of India : Bank that cares (Empathy)
- Nike : Just do it (Motivation, excitement)
- Bank of Rajasthan : Dare to Dream (Excitement)
- The New India Assurance Co Ltd : Assurance of the leader (Competence)
An advertising slogan is a memorable phrase used in marketing to convey a unified purpose, often serving as a social expression rather than a detailed message for a specific audience Its primary function is to inform customers about a product's features and values while persuading them to engage with the brand When effectively crafted and frequently repeated, a slogan can become integral to a brand's identity However, simply attaching a slogan to an advertisement does not guarantee effectiveness; the slogan must be creatively integrated with the brand to enhance its impact and contribute to the overall success of both the advertisement and the brand itself.
A bank slogan must effectively convey a sense of trust, quality, and economic strength, even if its wording appears contradictory This duality is essential in ensuring that customers feel confident in the bank's capabilities and potential.
A slogan must be catchy and adhere to the Law of Truth, ensuring that all advertisements are legal, honest, and truthful For maximum effectiveness, a slogan should be concise, memorable, and ideally no longer than six words, as shorter slogans are easier for consumers to remember Given the limited capacity of human memory and the fast-paced nature of consumers' lives, a brief message enhances recall Furthermore, slogans need to be precise, clearly conveying the brand's intentions; vague or confusing slogans hinder consumer understanding and perception of the message.
The exploitation of metaphor in banks’ slogans
Recent theories highlight the crucial role of metaphor in cognitive processing, significantly shaping our thinking, reasoning, and actions As Lakoff and Johnson noted, “metaphors are pervasive in everyday life, not just in language, but also in thought and action” (1980:3) They were pioneers in acknowledging the importance of metaphor in daily life and communication.
The resurgence of interest in marketing strategies has led to a significant increase in the use of figurative language in advertising slogans, which serve as a vital link between producers and consumers According to Lakoff and Johnson, metaphor allows for understanding one concept through another, highlighting its effectiveness in conveying product messages The use of metaphorical language in slogans is crucial, as it engages customers' mental processes by creating vivid images and associations that reinforce product values By leveraging the power of metaphor and considering customers' physical and cultural experiences, advertisers strive to find the most impactful metaphors that resonate with the services offered by banks in their slogans.
Metaphor exploitation in slogans is crucial not only for appealing to consumers' senses but also for driving sales growth, as highlighted by Kovecses.
Conceptual metaphors play a crucial role in advertising, significantly influencing the effectiveness of an ad The selling power of an advertisement hinges on the effectiveness of the chosen metaphor, which can be conveyed through images and words A well-selected metaphor can greatly enhance the appeal of a product and drive sales.
Metaphors are prevalent in various forms of media, including newspapers, conversations, books, and movies, helping individuals comprehend abstract concepts like love, time, and beauty Theorists like Kovecses, Lakoff, and Johnson suggest that these metaphors structure our understanding of these domains Media plays a crucial role by offering alternative metaphorical interpretations, effectively influencing audiences through persuasive language and slogans that evoke emotional responses.
Metaphors play a vital role in advertising by enhancing the message of slogans and allowing advertisers to convey the essence of their products and services without being overly direct By employing metaphors, advertisers aim to position their offerings as desirable and prestigious, fostering a sense of trust and confidence among consumers This strategic use of language not only elevates brand perception but also minimizes any doubts potential customers may have, underscoring the importance of metaphor in effective advertising slogans.
- It‟s time you reaped the benefits of Jersey‟s fertile financial environment (Abbey National Bank)
Analyzing slogans reveals their implicit meanings, particularly through conceptual mapping between different domains For instance, the slogan of Abbey National Bank connects the target domain of banking with the source domain of fertile ground, establishing a strong association By understanding the relationship between these domains, we can draw insightful conceptual illustrations that enhance comprehension.
- Target: Abbey National Bank: the place (fertile soil) for the seeds (financial investment)
- Source: the fertile soil: such a good ground for seeds to grow up and become big fruit trees waiting to be reaped
Abbey National Bank's advertising strategy effectively communicates the value of its services by portraying the bank as fertile ground for investment, aligning with Pollay's principle that advertising's primary function is to convey product value The slogan suggests that investors can reap profits in New Jersey by investing in the bank, illustrating the implicit message that clients should choose Abbey National Bank for their financial growth.
Advertising is a deeply ingrained social convention that significantly influences consumer behavior and beliefs The study of metaphors is crucial in this context, as it intertwines with advertising and mass communication Advertisers can leverage metaphorical language and aesthetics to effectively communicate their messages, making metaphor a central element in advertising strategies (Leiss et al., 241) Understanding metaphor theory not only enhances our grasp of social communication norms but also equips practitioners with essential tools for effective marketing In the face of an economic crisis, particularly in the banking sector, advertisers face the challenge of attracting customers and investors, highlighting the importance of innovative metaphor use in bank advertising to seize new opportunities.
Procedures
The study analyzed slogans from three primary sources: textart.ru, Wikipedia, and Google Initially, 60 bank slogans were gathered, followed by a selection process that eliminated those lacking metaphorical expressions, resulting in a refined list of 20 slogans All selected slogans were sourced from English-speaking countries and have been used within the last decade to ensure their relevance and contemporary appeal.
All the slogans selected belong to the category of commercial advertisement Hence, those of non-commercial category should be excluded
This article presents a curated collection of 20 slogans that utilize metaphors, categorized into conceptual metaphors, mixed metaphors, and new metaphors Each type of metaphor is examined for its strengths, weaknesses, and overall effectiveness, drawing significant interest from writers and marketers alike By analyzing these slogans, the article highlights the impact of metaphorical language in communication and branding.
This study presents an analysis of metaphor types used in selected slogans, highlighting their effectiveness in the advertising industry Through a detailed examination of 20 collected slogans, the research underscores the significant role metaphors play in enhancing advertising impact.
The analysis
Metaphors play a crucial role in advertising, significantly enhancing its persuasive power For instance, cosmetics are often depicted as essential allies for women seeking beauty, while cars are portrayed as symbols of success for affluent men Such representations ignite consumer desire for these products Slogans, a key element of advertisements, frequently utilize metaphors, often in abbreviated forms that lack complete sentences This brevity, combined with limited context, allows for multiple interpretations, further engaging potential customers.
This section presents illustrated samples from 20 selected slogans for research analysis The goal is to demonstrate the analytical process applied to each slogan before synthesizing and presenting the data in statistical tables Since the procedures for analyzing all slogans are consistent, this section focuses on a few representative examples for in-depth investigation.
2.4.1 In-depth analysis of Citibank’s slogan: “The Citi never sleeps.”
The use of conceptual metaphor, particularly personification, has led to the striking expression "Abstract object is a Person," exemplified by the slogan of Citibank, which suggests that the bank "never sleeps." This aligns with differentiation strategy in marketing, where a product or service is made distinct from competitors In this context, Citibank's key differentiator is its continuous availability, implying that other banks may close or have limited hours Consequently, two interpretations arise: either Citibank's employees are always working, or the bank operates 24/7 without interruption.
Sleeping signifies both rest and inactivity, while a bank that "never sleeps" symbolizes continuous operation without breaks This metaphor highlights the bank's unwavering commitment and dedication to its clients, emphasizing a relentless work ethic rather than the literal act of sleeping The true value lies not just in the metaphor or slogan, but in the deeper meaning the bank aims to convey about its service and reliability.
2.4.2 In-depth analysis of Abbey National Bank’s slogan: “Because life’s complicated enough.”
In everyday conversation, life is often perceived as an entity that can be given, taken, or even sold, reflecting our need to conceptualize this abstract idea Another prevalent metaphor, LIFE IS A JOURNEY, illustrates how we use detailed imagery of a journey to understand and express the complexities of life This metaphorical framework helps us navigate our experiences and communicate the essence of life more effectively.
Advertising slogans frequently focus on the theme of life, aiming to persuade consumers that their products enhance well-being This approach taps into the powerful ontological metaphor of LIFE IS AN ENTITY, highlighting the belief that products can significantly improve our everyday experiences.
The slogan for Abbey National Bank effectively employs conceptual metaphors to attract new consumers by presenting the bank as a safe and reassuring institution that understands the complexities of life, especially during economic crises It emphasizes the bank's commitment to enhancing customers' living conditions through empathy and support By portraying itself positively, Abbey National implicitly contrasts with its competitors, suggesting that choosing this bank leads to a simpler and more fulfilling life The underlying message conveys that while banking and daily tasks can be complicated, Abbey National Bank offers an uncomplicated solution for a better life.
2.4.3 In-depth analysis of Julius Baer Bank’s slogan: “Some only offer umbrellas But Bank Julius Baer offers more.”
The term "offer" personifies a bank, suggesting that this physical entity engages in human-like actions This reflects a common conceptual metaphor where an object is treated as a person, highlighting the bank's role as a living entity However, this interpretation only scratches the surface of the metaphor's deeper meaning.
The slogan "umbrellas" symbolizes protection and safety, representing the bank's role in shielding customers from life's challenges, much like an umbrella guards against rain or sun This concept highlights the transformation of abstract ideas into tangible entities, reinforcing the message that Jullius Baer Bank is a reliable institution committed to supporting its clients during difficult times Through this imagery, the bank is portrayed positively as a trustworthy partner, always prepared to navigate obstacles for the benefit of its customers.
Upon analyzing three out of twenty slogans, I observed a significant prevalence of conceptual metaphors, particularly a strong inclination towards ontological metaphors This analysis of metaphor usage in the selected slogans raises two pertinent questions for further exploration.
Is conceptual metaphor most frequently exploited in banks‟ slogans?
Is there an outstanding favor towards the ontological metaphor?
This chapter has emphasized the importance of slogans in the development of banks, accompanied by an analysis of slogans from 20 selected banks The subsequent section, titled Results and Discussions, will provide a detailed presentation and interpretation of these findings.
This section presents the results and discussions, beginning with a thorough interpretation of findings related to two key questions, which sets the stage for deeper analysis in the subsequent discussion Justifications and analyses of the collected data are also linked to existing literature in the field.
2.6.1 Question 1: Is conceptual metaphor most frequently exploited in banks’ slogans?
This article analyzes twenty selected slogans, categorizing them into various types of metaphors and presenting the findings in statistical tables The results are organized into four distinct tables, each designed to fulfill a specific purpose.
Types of metaphors Number of slogans
Table 1: The frequency of slogans in each type of metaphors
According to Lakoff and Johnson's theory, the classification of metaphors reveals that out of twenty analyzed slogans, conceptual/conventional metaphors are the most prevalent, comprising 13 slogans In contrast, mixed metaphors account for 4 slogans, while new metaphors are represented by only 3 slogans.
Analysis of 20 selected slogans reveals that conceptual metaphors are the preferred choice for advertisers and marketers, effectively creating a positive image for financial entities while undermining competitors As illustrated in Table 1, 65% of the slogans, or 13 out of 20, utilize conceptual metaphors These slogans commonly incorporate typical concepts such as "Abstract is concrete" in ontological metaphors and "An object is a person" in personification.
- It‟s time you reaped the benefits of Jersey‟s fertile financial environment (Abbey National Bank)
- Commonwealth Make it happen (Commonwealth Bank of Australia)
Results and discussions
This section presents the results and discussions of the findings, addressing two key questions that facilitate further exploration in the subsequent discussion It includes justifications and analyses of the collected data, aligning them with existing literature in the field.
2.6.1 Question 1: Is conceptual metaphor most frequently exploited in banks’ slogans?
This article analyzes twenty selected slogans, categorizing them into various types of metaphors and displaying the findings in statistical tables The results are organized into four distinct tables, each serving a specific purpose to enhance understanding of the data.
Types of metaphors Number of slogans
Table 1: The frequency of slogans in each type of metaphors
According to the classification of metaphor outlined by Lakoff and Johnson, the analysis of twenty slogans reveals a predominance of conceptual/conventional metaphors, with 13 examples identified In contrast, mixed metaphors account for 4 slogans, while new metaphors are represented by only 3 slogans This distribution highlights the significance of conventional metaphors in effective communication.
Analysis of 20 selected slogans reveals that conceptual metaphors are the preferred choice among advertisers and marketers, effectively enhancing the positive image of financial entities while undermining competitors According to the data, 65% of the slogans, or 13 out of 20, utilize conceptual metaphors These slogans commonly feature typical concepts such as "Abstract is concrete" in ontological metaphors and "An object is a person" in personification, demonstrating the strategic use of metaphorical language in advertising.
- It‟s time you reaped the benefits of Jersey‟s fertile financial environment (Abbey National Bank)
- Commonwealth Make it happen (Commonwealth Bank of Australia)
Advertisers, despite acknowledging that conceptual metaphors can be culture-specific, often view them as universally accessible, targeting a global audience This approach helps mitigate misunderstandings in promotional messages across different cultures, especially when products are exported or imported For example, Midland Bank's slogan "The listening bank" and LG's "Life's good" utilize familiar metaphor concepts that resonate well with consumers In contrast, mixed or new metaphors require relevant and meaningful visuals to ensure full understanding, which can be expensive to produce.
To effectively apply the findings to all bank slogans, further extensive research is necessary due to the continuous emergence of new slogans each year and the need for a larger dataset.
2.6.2 Question 2: Is there an outstanding favor towards the ontological metaphor?
Sub-types of Conceptual/Conventional Metaphors
Table 2: The frequency of each sub-types of Conceptual Metaphor
Table 2 illustrates the frequency of various conceptual metaphor sub-types used in slogans, highlighting a strong preference for ontological metaphors, particularly the concept of "Abstract is Concrete." Out of 13 slogans analyzed, 12 utilized ontological metaphors, while only one employed a structural metaphor.
As stated in table 2, the regular frequent of ontological metaphor is proved, 12 out of
13 conceptual metaphor slogans, in which we find the typical concept: Abstract is
Concrete, and structural metaphor, where once concept is structured in terms of others, rather than the orientational metaphor, which involves the spatial orientation
- The Citi never sleeps (Citibank)
Ontological metaphors represent abstract concepts, such as activities or emotions, as concrete entities, allowing for clearer communication of ideas These metaphors are rooted in our physical experiences and help in conceptualizing less tangible aspects by framing them as objects or substances In advertising, particularly in the banking sector, ontological metaphors effectively convey the quality of services without misleading consumers, adhering to ethical standards while enhancing message clarity.
Concluding remark
of appliance The explanation for this New/Novel Metaphors and Mixed Metaphor lead to misunderstanding and ambiguity in this service‟s message
Marketers and advertisers frequently utilize ontological metaphors due to their effectiveness and familiarity These metaphors, including personification, container metaphors, and entity metaphors, resonate with consumers by transforming abstract concepts into concrete experiences, making them easily relatable in everyday life.
The communication strategy effectively conveys the value of banking services while also reflecting the messages of the owners and staff to clients and investors This approach not only adheres to legal standards but also fosters trust and comfort among stakeholders.
This chapter delves into the importance of slogans in advertising and their impact on producers' reputation, with a specific focus on the banking sector A comprehensive analysis of 20 selected banks' slogans is conducted to address the research questions of the study The results and discussion of the findings are presented in detail, highlighting the key outcomes of the research The study's achievements and limitations are also reviewed, providing a comprehensive overview of the research outcomes and setting the stage for the final part of the paper.
In conclusion, this section offers a succinct overview of the data analysis, highlighting key findings, acknowledging the research limitations, and proposing recommendations for future studies.
The thesis presents a classification of metaphors and their sub-types based on Lakoff and Johnson's theory It categorizes selected slogans into three groups: Conceptual/Conventional metaphors, Mixed metaphors, and New metaphors Additionally, it further analyzes Conceptual/Conventional metaphors by subdividing them into ontological, structural, and orientational sub-types.
This study analyzes 20 bank slogans from English-speaking countries used in the past decade, categorizing them into various types and sub-types It examines the target domain, source domain, and metaphor concepts, demonstrating the effectiveness of this classification approach.
In the initial phase of analyzing the three slogans, I observed a notable prevalence of conceptual metaphors, alongside a consistent presence of ontological metaphors, particularly when compared to structural and orientational metaphors Consequently, the author proposed two detailed questions to guide further investigation, reinforcing the research's objectives.
2 Major findings of the research
This study conducted a comprehensive analysis of metaphors employed in English slogans by various banks worldwide Through critical data analysis and discussions of the findings, key results have been identified and summarized.
The analysis of 20 banking slogans reveals that 65% utilize conceptual or conventional metaphors, highlighting their effectiveness in engaging customers These familiar metaphorical expressions resonate with consumers, as they draw on widely recognized concepts and perspectives By incorporating these metaphors, advertisers can communicate messages in a relatable and comprehensible manner, fostering a sense of familiarity and connection with the audience in their everyday lives.
Conceptual and conventional metaphors, particularly the ontological subtype, play a crucial role in marketing by enhancing customer and investor comprehension of messages Common examples include personification, entity metaphors, and container metaphors, which help in making abstract concepts more relatable The preference for personification effectively transforms products into human-like entities, fostering a connection that resonates with consumers in their everyday experiences.
Due to the time constraints, limited scope together with other unexpected factors, the study remains certain shortcomings
First, the study only 20 slogans are selected, thus in order to apply the result for all banks‟ slogans, it is still an open question
Second, all the 20 slogans have the conceptual/conventional sense in their metaphor expressions; hence, the overlap among new conventional metaphor, mixed conventional metaphor and conceptual/conventional metaphor is visible
To sum up, these limitations need to be taken into careful consideration when further studies are conducted in the future
This research highlights the frequent use of metaphors in bank slogans and their various sub-types Future studies could explore a comprehensive analysis of different metaphor types in various fields or focus on specific sub-types Additionally, researchers may investigate the differing uses of metaphors in English and Vietnamese advertising slogans or examine how metaphor usage in advertising impacts culture.
In this thesis, I have dedicated significant effort to achieve optimal results However, due to constraints in time and my knowledge, some mistakes and limitations are inevitable I would greatly appreciate any constructive feedback or corrections to enhance my work.
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
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:
Kửvecses, 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
Lundmark, C (2005) Metaphor and Creativity in British Magazine Advertising PhD Thesis, Luleồ University of Technology
Ortony, A (1993) Metaphor, Language and Thought Metaphor and Thought
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) 35-
Welcome to Lewis Silkin, a leading firm in the UK specializing in trade mark law Our dedicated team of UK and EU trade mark attorneys ensures comprehensive management and defense of your brand from concept to commercialization We protect various aspects of your brand, including words, logos, slogans, and non-traditional marks Our services include global clearance searches, cost-effective filing strategies, and anti-counterfeiting measures, along with trade mark watching and representation in disputes We also facilitate networking opportunities for senior in-house IP lawyers through quarterly round table events For those looking to enhance their understanding of IP, we offer interactive workshops covering registration, management, and enforcement of IP assets, led by our expert legal team.
2011) http://en.wikipedia.org/wiki/Main_Page (retrieved in July, 2011) http://dictionary.cambridge.org/ (retieved in July, 2011)
Oxford Advanced Learner‟s Dictionary (1995: 734), Oxford University Press
1 The Citi never sleeps (Citibank)
2 Because life’s complicated enough (Abbey National Bank)
3 The listening bank (Midland Bank)
4 It’s time you reaped the benefits of Jersey’s fertile financial environment (Abbey National Bank)
5.You live We’ll take care of the details (Hypo Vereinsbank)
6 Fortis Solid partners, flexible solutions (Fortis banking and insurance)
7 Chase The right relationship is everything (Chase Manhattan Bank)
8 Bank of America Higher standard (Bank of America)
9 The whole world in one bank (Citibank)
10 Merill Lynch is Bullish on America (Merill Lynch Bank) 11.Commonwealth Make it happen (Commonwealth Bank of Australia)
12 Garanti The bank in your mind (Garanti Bank)
13 Seeing beyond money (Suntrust Bank)
14 We value your time (Ceturion Bank)
15 The strength to be there (AIG)
16 Advice you can bank on (Dresdner Bank)
17 When EF Hutton talks, people listen (EF Hutton brokage firm)
18 Making more possible (ABN Amro)
19 Wells Fargo The next stage in banking (Wells Fargo Banking)
20 Some only offer umbrellas But Bank Julius Baer offers more (Jullius Baer Bank)
Table 3: The analysis of target, source and metaphor concepts in slogans of conceptual metaphor Conceptual/Conventional metaphors (Slogans and Metaphor Concepts)
1 The Citi never sleeps (Citibank)
Bank Person An object is a person
2 Because life’s complicated enough (Abbey National Bank)
Life Complication One concept is structured in terms of another concepts
3 The listening bank (Midland Bank)
Bank Person An object is a person
4 It’s time you reaped the benefits of Jersey’s fertile financial environment
Benefits Fruits Abstract is concrete
5.You live We’ll take care of the details (Hypo Vereinsbank)
Bank Person An object is a person
6 The whole world in one bank (Citibank)
7.Commonwealth Bank Person An object is a person.