scholarly journals METAPHORS OF LIFE INSURANCE AND HOME APPLIANCE ON YOUTUBE ADVERTISEMENTS VIDEOS

2017 ◽  
Vol 8 (2) ◽  
pp. 139
Author(s):  
Lilik Rochmah Agustina ◽  
Masriatus Solichah Solichah
Keyword(s):  
Life Insurance ◽  
Conceptual Metaphor ◽  
Target Domain ◽  
Conceptual Metaphor Theory ◽  
Source Domain ◽  
Metaphor Theory ◽  
Qualitative Descriptive ◽  
Home Appliance ◽  
Research Questions

Lilik Rochmah AgustinaMasriatus SholikhahSTKIP PGRI [email protected]@gmail.com   AbstractThe aim of this research is to explore metaphors in life insurance and home appliance on YouTube advertisements videos by employing pragmatics perspective. To accomplish the goal of the research, qualitative descriptive is employed to figure out of both two research questions. Furthermore, to know the kinds of metaphor, researchers work on theory proposed by Lakoff and Johnsen (2003) for fundamental metaphor theory, then, conceptual metaphor theory proposed by Kovecses (2010); and the last is pictorial metaphor theory proposed by Forceville (2002). At last, it can be seen that the type of metaphor are pictorial metaphor for SINAR MAS MSIG life insurance and LG home appliance advertisements. Further, in term of conceptual metaphor researchers found two type of metaphor; structural metaphor and ontological metaphor in Thai life insurance and Philips home appliance advertisements. As the closing, researchers figured out that among the four of life insurance and home appliance advertisements issued in YouTube apply the persuasive strategy to influence the audiences. These advertisements eventually are influential in inviting customers’ attention since the application of metaphors and persuasive strategies.Keywords: Metaphor, Source Domain, Target Domain, YouTube Advertisement Video, Persuasion   AbstrakPenelitian ini bertujuan untuk menyelidiki metaphor yang terdapat pada video iklan asuansi jiwa dan iklan perabot rumah tangga di laman Youtube melalui pendekatan Pragmatic. Untuk mencapai tujuan penelitian, pendekatan kualitatif diaplikasikan untuk menjawab dua permasalahan penelitian. Lebih lanjut, untuk mengetahui jenis metafor yang digunakan pada objek penelitian, peneliti menggunakan teori dari Lakoff dan Johnsen (2013) tentang Fundamental Metaphor, Conseptual Metaphor dari Kovecses (2010), dan teori Pictorial Metaphor dari Forceville (2002). Akhirnya, dapat diketahui bahwa jenis metaphor yang di temukan dalam empat iklan di laman Youtube adalah pada iklan asuransi jiwa Sinar Mas MISG life dan iklan perabot rumah tangga LG terdapat lebih dominan Pictorial Metaphor. Selain itu, pada iklan asuransi jiwa Thailand dan iklan lampu Philip cenderung menggunakan Conceptual Metaphor dengan temuan 2 sub jenis dominan yakni Structural Metaphor dan Ontoligical Metaphor. Sebagai penghujung temuan, peneliti menemukan fakta bahwa keempat iklan asuransi jiwa dan iklan perabot rumah tangga yang ditayangkan pada laman Youtube menggunakan beberapa jenis strategy persuasive untuk mempengaruhi khalayak. Secara jelas, iklan-iklan tersebut bersift persuasive dalam mengundang perhatian dan minat para konsumen dengan menggunakan unsur-unsur metafora dan strategi persuasif.     Kata kunci: metafora, domain sumber, domain target, video iklan mber, domain target, video iklan Youtube, persuasi.

scholarly journals Le metafore di intensificazione in russo: la realizzazione linguistica del concetto di COMPLETEZZA

2018 ◽  
pp. 95-106
Author(s):  
Valentina Benigni
Keyword(s):  
Conceptual Metaphor ◽  
Target Domain ◽  
Conceptual Metaphor Theory ◽  
Source Domain ◽  
Wide Range ◽  
Metaphor Theory ◽  
Round Form

Adopting a data based approach, the study explores Russian intensifying metaphors of COMPLETENESS. A wide range of instantiations of the metaphor of COMPLETENESS is analyzed within the framework of Conceptual Metaphor Theory (Lakoff & Johnson 1980), comprising achievement of a result (soveršennyj idiot), filled container (nabityj durak) and round form (kruglyj otličnik). The contrastive perspective (Russian-English-Italian) provides new insights on the mapping of the source domain of COMPLETENESS onto the target domain of INTENSITY in different languages and cultures.

scholarly journals ‘Light’ as a Source Domain for Metaphors in the Holy Quran

2021 ◽  
Author(s):  
Marwa Ibrahim Elamin ◽  
Albatool Ahmed Alhazmi
Keyword(s):  
Discourse Analysis ◽  
Analytical Approach ◽  
Conceptual Metaphor ◽  
Target Domain ◽  
Conceptual Metaphor Theory ◽  
Identification Procedure ◽  
Source Domain ◽  
Metaphor Theory ◽  
Holy Quran ◽  
The Holy Quran

Conceptual Metaphor Theory (CMT) sees metaphor as a means to conceptualize abstracts in everyday discourse employing concrete. This research investigates the use of “Light” (Nur in Arabic) metaphorically as a source domain to several concepts (target domains) in the Quran, for instance, “THE QURAN IS LIGHT”. The study explores the power of metaphor in non-literary discourse relying on Conceptual Metaphor Theory and its hypotheses. Additionally, it will identify the target domains to which light is used as a source domain. Furthermore, it will examine whether ‘Light’ has been used as a target domain or it is a unidirectional relation that made it a source domain only in all the occurrences in the Quran. For the purpose of this study, the researchers used a descriptive-analytical approach in discourse analysis. Metaphor Identification Procedure (MIP) is used as a tool for checking metaphor. The search in the sacred text resulted in (43) occurrences of the word ‘Nur.’ This research proved that metaphor of light is used ubiquitously and creatively to explain different crucial concepts in the Quran.

“The suburbs are exploding”

2010 ◽  
Vol 24 ◽  
pp. 103-119 ◽  
Author(s):  
Stefanie Peeters
Keyword(s):  
Conceptual Metaphor ◽  
The Other ◽  
Target Domain ◽  
Conceptual Metaphor Theory ◽  
Source Domain ◽  
Conceptual Domain ◽  
Other Hand ◽  
Metaphor Theory ◽  
The One

Ever since Lakoff and Johnson (1980) introduced their Conceptual Metaphor Theory, metaphors have been seen as important ‘framing devices’: as metaphor involves constructing one conceptual domain in terms of another, the choice of the latter (or source domain) affects how the former (or target domain) is represented. Based on a corpus of French written press reporting, this article will, on the one hand, show that the notion of ‘framing’ is, in line with the findings of Conceptual Metaphor Theory, useful for analysing metaphors as well as for indicating their constructive force. On the other hand, however, this article will defend the idea that an analysis of metaphors in terms of frames does not always suffice and needs to be complemented. Following a recent strand in metaphor studies that shows an increasing awareness of the importance of studying metaphors as linguistic and discursive phenomena (cf. Cameron, 2003; Semino, 2008), we will claim that a more co-text-oriented metaphor approach has to be adopted to account for the nuances and evaluative associations metaphors are able to convey.

scholarly journals Light’ as a Source Domain for Metaphors in the Holy Quran

2021 ◽  
Vol 5 (3) ◽  
pp. 169-184
Author(s):  
Marwa Ibrahim Elamin ◽  
Albatool Ahmed Alhazmi
Keyword(s):  
Discourse Analysis ◽  
Analytical Approach ◽  
Conceptual Metaphor ◽  
Target Domain ◽  
Conceptual Metaphor Theory ◽  
Identification Procedure ◽  
Source Domain ◽  
Metaphor Theory ◽  
Holy Quran ◽  
The Holy Quran

Conceptual Metaphor Theory (CMT) sees metaphor as a means to conceptualize abstracts in everyday discourse employing concrete. This research investigates the use of “Light” (Nur in Arabic) metaphorically as a source domain to several concepts (target domains) in the Quran, for instance, “THE QURAN IS LIGHT”. The study explores the power of metaphor in non-literary discourse relying on Conceptual Metaphor Theory and its hypotheses. Additionally, it will identify the target domains to which light is used as a source domain. Furthermore, it will examine whether ‘Light’ has been used as a target domain or it is a unidirectional relation that made it a source domain only in all the occurrences in the Quran. For the purpose of this study, the researchers used a descriptive-analytical approach in discourse analysis. Metaphor Identification Procedure (MIP) is used as a tool for checking metaphor. The search in the sacred text resulted in (43) occurrences of the word ‘Nur.’ This research proved that metaphor of light is used ubiquitously and creatively to explain different crucial concepts in the Quran.

scholarly journals Change in Metaphorical Framing: Metaphors of TRade in 225 Years of State of the Union Addresses (1790–2014)

2018 ◽  
Vol 41 (2) ◽  
pp. 260-279 ◽  
Author(s):  
Christian Burgers ◽  
Kathleen Ahrens
Keyword(s):  
Relative Frequency ◽  
Conceptual Metaphor ◽  
Conceptual Metaphor Theory ◽  
Source Domain ◽  
State Of The Union ◽  
Metaphor Theory ◽  
Time Periods ◽  
Diachronic Analysis ◽  
Types Of Change ◽  
Over Time

AbstractThe literature provides diverging perspectives on the universality and stability of economic metaphors over time. This article contains a diachronic analysis of economic metaphors describing trade in a corpus of 225 years of US State of the Union addresses (1790–2014). We focused on two types of change: (i) replacement of a source domain by another domain and (ii) change in mapping within a source domain. In our corpus, five source domains of trade were predominant: (i) PhysicalObject, (ii) Building, (iii) Container, (iv) Journey, and (v) LivingBeing. Only the relative frequency of the Container source domain was related to time. Additionally, mappings between source and target domains were mostly stable. Nevertheless, our analyses suggest that the Trade metaphors in our corpus are related to concreteness in a more nuanced way as typically assumed in conceptual metaphor theory: metaphors high in the concreteness dimension of physicality and low in the concreteness dimension of specificity are likeliest to be used over longer time periods, by providing communicators with freedom to adjust the metaphor to changing societal circumstances.

scholarly journals METAPHORIC REPRESENTATION OF THE CONCEPTS OF CRIME AND INVESTIGATION IN DETECTIVE STORIES

2021 ◽  
pp. 24-35
Author(s):  
Doichyk O.Ya. ◽  
Tomash Ya.Z.
Keyword(s):  
Conceptual Metaphor ◽  
Mental Activity ◽  
Cognitive Mechanisms ◽  
Target Domain ◽  
Conceptual Metaphor Theory ◽  
Metaphor Theory ◽  
Key Concepts ◽  
Basic Frame ◽  
Detective Stories ◽  
A Chain

Purpose. The article dwells upon the range of conceptual metaphors with the target domains CRIME and INVESTIGATION verbalized in Arthur Conan Doyle’s detective stories. The research aims at tracing the cognitive mechanisms of conceptual metaphoric mappings which objectify the key concepts of the detective text: CRIME and INVESTIGATION. The analysis is done on the basis of the theoretical points of cognitive linguistic schools, namely the conceptual metaphor theory. The aim is achieved by completing the following tasks: singling out the key concepts of a detective story and tracing their conceptual correlations; schematic representing the basic frame of CRIMINAL INVESTIGATION; analyzing the cognitive mechanisms behind the metaphoric interpretations of CRIME and INVESTIGATION concepts; and describing metaphoric correlations of the basic frame slots (CRIME, CRIMINAL, DETECTIVE, INVESTIGATION).Methods, applied in the research, include contextual and descriptive analysis, conceptual analysis. The range of metaphors with the target domains CRIME and INVESTIGATION is analyzed according to the conceptual metaphor theory methodology.Results. In the detective stories under study the key concepts CRIME, CRIMINAL, DETECTIVE, and INVESTIGATION are represented by a certain set of metaphoric models. The metaphoric expressions that verbalize the concepts of CRIME and INVESTIGATION reveal their conceptual correlations with the concepts of DETECTIVE і CRIMINAL, which obtain further metaphoric interpretation according to these mappings.Conclusions. The research has revealed that the concepts of CRIME and INVESTIGATION have high capacity to be metaphorically interpreted due to their abstract nature. The target domain CRIME is associated with the following set of source domains: PERFORMANCE, GAME, A TANGLE / A PUZZLE / A CHAIN / A RIDDLE / MYSTERY / A LOCKED DOOR, BUSINESS, OCCUPATION, ENTERTAINMENT, MENTAL ACTIVITY, STORY, and PHENOMENON. The range of source domains which correlate with the target domain INVESTIGATION includes: JOURNEY, ROLEPLAY, HUNTING, CHASE, COMPLETING LINKS TO A CHAIN, MAKING VISIBLE, UNTANGLING, and ENTERTAINING ACTIVITY.Key words: frame, conceptual metaphor, range of metaphor, target domain, metaphoric mapping. Статтю присвячено дослідженню діапазону концептуальних метафор для референтів ЗЛОЧИН / CRIME та РОЗСЛІДУВАННЯ / INVESTIGATION у текстах детективних оповідань А. Конан Дойла. Метою статті є простеження когнітивних механізмів творення концептуальних метафор, що об’єктивують ключові концепти оповідань детективного жанру, – ЗЛОЧИН / CRIME та РОЗСЛІДУВАННЯ / INVESTIGATION. Аналіз здійснюється з опертям на положення провідних шкіл когнітивної лінгвістики, зокрема теорії концептуальної метафори. Реалізація поставленої мети відбувається шляхом виокремлення ключових концептів детективної розповіді та з’ясування їхніх концептуальних зв’язків; схематичного моделювання фрейму ДЕТЕКТИВНЕ РОЗСЛІДУВАННЯ / CRIMINAL INVES-TIGATION; аналізу механізмів творення концептуальних метафор, які об’єктивують концепти CRIME та INVESTIGATION і виявляють концептуальні зв’язки між слотами фрейму (CRIME, CRIMINAL, DETECTIVE, INVESTIGATION).Методи, застосовані в дослідженні, включають контекстуальний і концептуальний аналізи, метод суцільної вибірки, описовий метод. Визначення діапазону метафор концептів CRIME та INVESTIGATION здійснюється відповідно до положень теорії концептуальної метафори.Результати. У досліджуваних оповіданнях концепти CRIME, CRIMINAL, DETECTIVE, INVESTIGATION об’єктивовані певним набором метафоричних моделей. У метафоричних висловах, що об’єктивують концепти CRIME та INVESTIGATION у текстах оповідань, відображено їхні зв’язки з концептами DETECTIVE і CRIMINAL, які також отримують своє метафоричне осмислення в межах цих концептуальних метафор.Висновки. Дослідження показує, що високий ступінь метафоризації концептів CRIME та INVESTI-GATION зумовлений абстрактністю референтів. Концептуальний референт CRIME корелює з доменами PERFORMANCE, GAME, A TANGLE / A PUZZLE / A CHAIN / A RIDDLE / MYSTERY / A LOCKED DOOR, BUSINESS, OCCUPATION, ENTERTAINMENT, MENTAL ACTIVITY, STORY, PHENOMENON. Діапазон корелятивних доменів, які проєктуються на референтний домен INVESTIGATION, включає такі кореляти, як JOURNEY, ROLEPLAY, HUNTING, CHASE, COMPLETING LINKS TO A CHAIN, MAKING VISIBLE, UNTANGLING, ENTERTAINING ACTIVITY.Ключові слова: фрейм, концептуальна метафора, діапазон метафори, домен цілі, метафоричне мапування.

scholarly journals A Cognitive Linguistic Approach to Life Metaphor in Tetralogy Laskar Pelangi

2021 ◽  
Vol 6 (1) ◽  
pp. 1-13
Author(s):  
Merry Lapasau ◽  
Sulis Setiawati
Keyword(s):  
Conceptual Metaphor ◽  
Living Organism ◽  
Qualitative Approach ◽  
Target Domain ◽  
Research Support ◽  
Conceptual Metaphor Theory ◽  
Rhetorical Devices ◽  
Metaphor Theory ◽  
The World ◽  
Linguistic Approach

This study aims at finding the use of life metaphors in tetralogy Laskar Pelangi (hereinafter TLP). Data were analyzed in the framework of the Conceptual Metaphor Theory (CMT) by using a descriptive qualitative approach. We found 21 life metaphors in TLP and the finding shows that the conceptual metaphor of life as a target domain is mapped into several diverse source domains, and they are: life is a fluid in a container, life is a journey, life is a living organism, life is a precious possession, life is dedication to others, life is a struggle,life is guidance, life is war, and life is hard work. It can be concluded that TLP is rich with the use of metaphors in describing the cultural events of the Malays in detail. The way how the Malay master the problems in their lives, how they see and understand the world, is made clear by their language, which is reflected in conceptual metaphors. The results of this research support the idea that metaphors are not just rhetorical devices to say something more stylistically but they are conceptual in nature and its existence can be different in each culture.

scholarly journals On the neo-Vedanta as reconceptualised by Vivekananda in his Complete Works: A cognitive linguistic analysis in light of Conceptual Metaphor Theory

Literator ◽  
2019 ◽  
Vol 40 (1) ◽  
Author(s):  
Suren Naicker
Keyword(s):  
Representative Sample ◽  
Conceptual Metaphor ◽  
Linguistic Analysis ◽  
Religious Discourse ◽  
Cognitive Semantics ◽  
Conceptual Metaphor Theory ◽  
Identification Procedure ◽  
Source Domain ◽  
Metaphorical Language ◽  
Metaphor Theory

This article investigates the use of metaphorical language in The Complete Works of Swami Vivekananda (henceforth CW). Vivekananda is one of the most important modern-day Hindu scholars because his interpretation of ancient Hindu scriptural lore has been very influential. Vivekananda’s influence was part of the motivation for choosing his CW as the empirical domain for the current study. AntConc software was used to mine Vivekananda’s CW for water-related terms, which seemed to have a predilection for metaphoricity. Which terms to search for specifically was determined after a manual reading of a sample from the CW. The data were then tagged using a convention inspired by the well-known Metaphor Identification Procedure – Vrije University (MIPVU). Then, a representative sample of the data was chosen, and the metaphors were mapped and analysed thematically. Five of these are referred to in this article, but special emphasis is placed on the theme of the Vedanta philosophy as the basis for neo-Hinduism, which has become synonymous with contemporary Hinduism, with Yoga as the practical wing, and Vedanta as the ideological basis for the practice; this aspect is expounded upon in more detail. The study’s main aim was therefore to investigate whether Hindu religious discourse uses metaphors to explain abstract religious concepts in a specific way, and indeed one of the main findings was the pervasiveness of water as a source domain. Hence, the key finding in this article is that neo-Hindu thought, as reconceptualised by Vivekananda, relies heavily on the water frame (as is convention in the field of Cognitive Semantics, conceptual domains are written in upper case, including hypothetical frames and conceptual metaphors), which is not as pervasive in other religio-philosophical traditions.

scholarly journals Improving Students’ Metaphor Interpretation: A Conceptual Metaphor Approach to Interpret Metaphors in the Song Titanium (2011)

2017 ◽  
Vol 4 (1) ◽  
pp. 30-36
Author(s):  
Muhammad Adam
Keyword(s):  
Qualitative Research ◽  
Data Analysis ◽  
Conceptual Metaphor ◽  
Conceptual Metaphor Theory ◽  
Source Domain ◽  
Metaphor Theory ◽  
Data Source ◽  
Metaphor Interpretation

This research is conducted to measure how participants’ understanding to a source domain of metaphor will help them to better interpret metaphor in “Titanium” song by using the Conceptual Metaphor Theory (CMT). The CMT approach is introduced by explicitly explain the characteristic of source domain of metaphor to participants. The participants of this research are 10 students of semester V of Faculty of Letters – University of Balikpapan, all native Indonesian speakers. This research is qualitative research, and uses the participants’ written answer as data source. Based on the data analysis, it is concluded that by understanding the source domain of metaphor, participants have a better and improved understanding in interpreting metaphor. In other words, the participants’ comprehension to the intended message of metaphor is improved.

scholarly journals The Metaphor in the Conceptualization of Innovation in Lim Kok Wing's Writings

2022 ◽  
Vol 4 (1) ◽  
pp. 01-13
Author(s):  
Nor Asiah Razali ◽  
Sabariah Md Rashid
Keyword(s):  
Education System ◽  
Conceptual Metaphor ◽  
Future Generations ◽  
Human Being ◽  
Target Domain ◽  
Conceptual Metaphor Theory ◽  
Careful Planning ◽  
Innovation In Education ◽  
Metaphor Theory ◽  
Education Innovation

The concept of innovation is prevalent and has been discussed in varied disciplines and published in various documents, such as educational magazines, books, and blogs. One example of such documentation is the writing on innovation by the late Tan Sri Dr Lim Kok Wing, compiled in a book titled "The Future is Coming". In education, innovation is required to transform the education system to prepare future generations for an innovation-driven economy. This study examined the concept of innovation using metaphorical expressions in writing on innovation in education. Specifically, it aimed to unravel the metaphor in the writings and to examine how the unravelled metaphors reflect the conceptions of innovation in education. In total, 42 written texts on innovation were included as data of the study. The data were analyzed based on Lakoff and Johnson's Conceptual Metaphor Theory. The findings of the study revealed seven salient conceptual metaphors underlying the expressions related to innovation in education. These metaphors involve the mappings of the source domains of JOURNEY, WAR, OBJECT, HUMAN BEING, SPORT, BUILDING, and FORCE to the target domain of INNOVATION. The unravelled metaphors underlying the writings on innovation suggest that innovation is conceived as a long process, which requires careful planning. The findings of the study provide insights into how innovation is conceived using metaphor, reflecting the ideas of a renowned brainchild of innovation in education in Malaysia, Lim Kok Wing.

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