Analysis Of Conceptual Metaphors Research Articles

Conceptual Metaphor Analysis in Advertising Slogans about Coffee Brands

This paper delves into the strategic use of conceptual metaphors in advertising slogans for coffee brands, exploring how these linguistic devices influence consumer perception and brand appeal. By employing cognitive linguistic theories, this study categorizes eight global coffee brand slogans into five distinct metaphorical patterns, revealing the underlying conceptual mappings that enhance brand messaging. The analysis underscores the importance of metaphorical language in simplifying complex ideas, evoking emotional responses, and establishing a connection between the product and the consumer’s everyday experiences. This paper concludes that the judicious application of conceptual metaphors in advertising is a powerful tool for creating memorable and impactful slogans that resonate with the target audience.

Conceptual Metaphor Analysis of the Word Aram (Virtue) in Thirukkural

Conceptual Metaphor Analysis of the Word Aram (Virtue) in Thirukkural

Weathering Words: A Cross-linguistic Analysis of Metaphorical Frames of Climate Change Discourse in English and German Online News Outlets

Climate change is undeniably a major challenge of the 21st century and those to come. While scientists agree on this, the public does not as opinions range from climate change deniers to those who devote their lives to fighting it. News media play a crucial role in shaping the public’s opinion on climate change and as they have a significant influence on the public discourse. This paper offers a cross-linguistic comparison of conceptual climate change metaphors in online news outlets from four different countries and two languages. Using conceptual metaphor analysis, I identified prevalent source domains to conceptualize the causes, effects, and responses to climate change. Overall, I found three shared metaphorical frames: war, destination, and construction, as well as additional metaphors in each language. The analysis revealed war and destination as most dominant source domains through which effects and responses are framed. This suggests news media emphasize the severity of effects and urgency to respond through creating a threatening image of climate change, which we do have the power to fight. The pervasive use of these two metaphors in both languages suggest a common understanding climate change.

Therapeutic potential of twenty-first century music for cancer survivorship: from music and conceptual metaphor perspectives to a synergetic effect approach.

This paper examines the therapeutic potential of twenty-first century music as a means of supplementary therapeutic care for cancer survivorship. It presents a study of songs by Rihanna, Beyoncé, Adele, Coldplay, and Imagine Dragons, which combines the analysis of relevant music features and conceptual metaphors in the lyrics to examine the effect of the songs on the audience. The main aim of this study was to highlight the emotional and cognitive impact of these songs on listeners and identify their potential role in improving the psychological condition of patientswith cancer who are downtrodden or reeling from the pain of surgery, chemotherapy, and side effects of treatment. This article adopts the conceptual metaphorical framework proposed by Lakoff and Johnson (1980) and the metaphor identification procedure (MIP) (Pragglejazz group, 2007) to examine the targeted use of metaphors features in the lyrics of the selected songs. The findings show that although there is a therapeutic potential associated with the songs analyzed, there are also potential risks for patientswith cancer. "".

Conceptual Metaphors in Narrative Advertisements for Places: A Comparative Study Between English and Lithuanian

The paper examines 15 conceptual metaphors in advertisements for hotels based in Lithuania, focusing on the similarities and differences between English and Lithuanian versions of these advertisements. 21 English and Lithuanian hotel websites were analysed, resulting in 104 metaphorical expressions in English and 39 metaphorical expressions in Lithuanian. The focus was on categorizing the findings based on whether the compared texts: 1) maintained consistent metaphorical meanings in both languages; 2) featured distinct metaphorical expressions in one language; 3) lacked metaphors in one language; 4) had instances of missing metaphorical sentences. The research employed a descriptive-analytic approach to examine the source and target domains of conceptual metaphors in hotel advertisements in both English and Lithuanian. A contrastive method was utilized to compare conceptual metaphors and metaphorical expressions across the two languages. The Conceptual Metaphor Analysis method was then employed to discern the connection between identified metaphorical expressions and conceptual metaphors. Lastly, quantitative analysis was conducted to assess the frequency of conceptual metaphors present in the advertisements. This study is unique as no previous comparative research has been conducted on conceptual metaphors and their variations in English and Lithuanian hotel advertisements. The findings contribute to understanding linguistic changes in metaphorical expressions between the two languages. The analysis reveals that metaphorical expressions are more prevalent in English hotel advertisements compared to the Lithuanian ones. Furthermore, the majority of conceptual metaphors identified are related to the very hotels, objects, atmosphere, rooms, and available services, portraying them as personified entities capable of interacting with guests in an appealing and courteous manner. The most commonly observed conceptual metaphor in both languages is PLACE IS A PERSON / VIETA YRA ASMUO.

From party to pandemic – Frames and metaphors in the news coverage of the COVID-19 outbreak in Austria

Media framing facilitates people’s understanding of a threat and affects one’s emotional reaction. It therefore plays a vital role in both individual and societal responses to a public health crisis such as the COVID-19 pandemic. Using a combination of conceptual metaphor analysis and qualitative frame analysis, this article examines how three Austrian newspapers framed the initial national outbreak of COVID-19 in March 2020. The results show that at that early stage, media coverage was primarily concerned with the national government’s political actions to contain the disease. Only a few articles framed the situation in terms of personal experiences and possible economic or social consequences. As has been the case in research reporting on other health crises, metaphors of war, journeys, and natural disasters were used to conceptualize the coronavirus pandemic. Yet, overall, the tone remained neutral, as the media framing was clearly aimed at passing on information and conveying a sense of urgency while at the same time trying to avoid scare tactics.

Editorial

We are pleased to introduce the first issue of 2024’s Studies in Communication Sciences (SComS). Following a two-year trial period, the thrice-yearly publication rhythm is now firmly established. Thanks to our reviewers and additional efforts of the whole editorial team, it permits us to accommodate the growing number of submissions. The General Section includes an article by Konstantin Schätz and Susanne Kirchhoff from the University of Salzburg. Combining conceptual metaphor analysis and qualitative frame analysis, they explore how Austrian newspapers portrayed the initial outbreak of COVID-19 in March 2020. Building on the distinction between rhetorical and technical devices of journalistic framing, the article suggests considering metaphors as an additional “reasoning device.” Thus, ontological metaphors emphasized the fragility of the collective “we,” needing to stand together while guarding the distance. The analysis reveals a consistent journalistic framing in a neutral tone that may have favored a responsible public discussion during the crisis.

Metaphorical models of the concept of "Longing" in the idiostyle of A. P. Platonov

The article is devoted to the identification and analysis of conceptual metaphors that are involved in the implementation of the concept of "Longing" in the works of A. P. Platonov. The subject of the study is the metaphorical models of the concept under study. At the present stage of linguistic science, metaphors are presented as complex phenomena that are not only a fact of language, but reflect the mechanisms of human consciousness and ideas about the world. Conceptual metaphors are considered as a special tool of human cognition, having a culturally archetypal nature. The mechanisms of perception lie in the subconscious of a person, at the level of which there are units of the mental level – concepts represented to a greater extent by conceptual (cognitive) metaphors. Metaphorical models are one of the components of a concept and can be identified with the "signs of the concept that form its structure". The work is carried out in line with the cognitive campaign in linguistics, based on the research of conceptual metaphor. The following methods were used: continuous sampling, descriptive, contextual, modeling. The scientific novelty of the research consists in identifying metaphorical models of the concept of "Longing" in the discourse of A. P. Platonov. As a result of the study, 6 cognitive models of metaphors were identified: "Localization", "Living being", "Substance", "Object", "Organ", "Receptacle". These models represent the idea of the concept of "Longing" as an entity that has a location inside a person, more often it is the heart of a person. This entity is represented as a living being or object. At the same time, if longing is a living being, then a person cannot control it, but can only hide from it, and if longing appears as an object, then a person can manipulate it. Also, longing is thought of as a kind of container that can absorb a person.

Cognitive Discourse Analysis of Metaphor in Dhain’s 2020 Drama “Flower and Knife”

This paper presents a critical analysis of “FLOWER AND KNIFE” by Ahmed Yasir Dhain. It was written in 2020. The play represents two couple of notions “love and hate” “flower and knife". Those notions are represented by the number of characters who reflect our views about life. The writer has shown contrastively those notions, which would be in contrastive till unknown time. The study is based on cognitive metaphor analysis, especially the conceptual metaphor. Since the analysis of conceptual metaphor has an important role in discovering the attended messages and the real meaning of the dramatic text through the mapping between the source domain and the target domain. It is also important to discover the ability of the writer to add some new concepts and change the existing ones. The study follows Kövecses' 2002 Conceptual Metaphor Model. It deals with the three types of cognitive metaphor, they are structural, orientational, and ontological. The study is qualitative, it attends to describe and analyze the data critically. It shows how different discourse structures can be critically analyzed by cognitive perceptions. The study aims to analyze the conceptual metaphor as a critical tool. It tries to discover the language's role in constructing concepts through using dramatic devices, especially conceptual metaphors. It aims to criticize the concepts of love, hate, flower, and knife and how they can influence our thoughts and construct new ones. It also aims to find out the connection between conceptual metaphor and critical discourse analysis. Based on the paper literature review and the result of data analysis, the study finds that the play is full of conceptual metaphor expressions which attend to a conceptual change. It shows that the conflict between love and hate is a conflict between man and woman in society. Women can be flowers and knives at the same time. The paper shows that the writer has used all the three types of conceptual metaphor in order to support the love purity which can destroy all hates. He wants to tell us that love can be a source of life.

Importance of Background Knowledge in Covid-related Internet Memes

2020 was the most challenging year of our lives so far: Covid-19 was our enemy; it was everywhere, on each and every continent, except Antarctica. We were living in a dystopian world and could not see any way out. Besides isolating ourselves and wearing masks everywhere, we had no means to protect ourselves and our loved ones. The only way to stay in touch with our peers and loved ones were our phones and the internet. The internet connected us to people all over the world, we were not alone, we shared feelings and we shared memes. Internet memes were the easiest genre of communication as they expressed so much in such a short time: with only two clicks (copy and paste) we were able to share it with all the people we wanted to.
 Our research focuses on the analysis of conceptual metaphors found in Internet memes during the Covid-19 pandemic in order to better understand what kept a lot of the people sane during those days.

Translation Research on Conceptual Metaphor in the 2023 Chinese Government Work Report

In traditional rhetoric, metaphor is simply a rhetorical device used to make the mentioned things more understandable. It was not until 1980 that two cognitive linguists, George Lakoff and Mark Johnson (1980) argued in Metaphors We Live By that the essence of metaphor is the cognitive mechanism by which abstract things are explained through concrete things, shifting the study of metaphor from the linguistic level to the cognitive level. Later on, Lakoff (1996) analyzed political metaphor from a cognitive perspective for the first time in Moral Politics, which drives the upsurge of research on conceptual metaphor in political discourse. Political discourse usually uses metaphor to conceptualize the political ideas and issues it aims to disseminate, and the use of conceptual metaphor is closely related to national culture, so the translation of conceptual metaphor has become the key to the overseas publicity of political discourse. On March 5, 2023, Premier Li Keqiang delivered Chinese Government Work Report at the opening meeting of the first session of the 14th National People’s Congress. After reading the official translation on www.china.org.cn, the authors find that the Report contains a wealth of conceptual metaphors, and whether the translation of these metaphors is appropriate or not will affect the accuracy of people’s understanding of the Report. Based on Lakoff and Johnson’s (1980) conceptual metaphor theory and Group’s (2007) metaphor identification procedure, this paper takes the 2023 Chinese Government Work Report and its English translation version on www.china.org.cn as the research corpus. Through manual screening, classification and statistics of conceptual metaphors, this paper explores ten types of conceptual metaphor models, namely human metaphor, journey metaphor, war metaphor, cultural metaphor, architecture metaphor, water metaphor, animal and plant metaphor, machine metaphor, line metaphor as well as object metaphor. Based on Xiao’s (2005) cognitive strategy of metaphor translation, this paper also analyzes the translation of ten types of conceptual metaphors. This paper attempts to explore the following three research questions: (1) What are the types of metaphorical patterns in the Report? (2) How are the conceptual metaphors used in the Report and what cultural connotations and images are conveyed by them? (3) How to effectively translate conceptual metaphors in the Report to achieve a better understanding of the target audience? Microsoft Office (Word and Excel) is used as a statistical tool and a mapping tool to count specific conceptual metaphor categories and record typical metaphor keywords, and visualize the data of the proportion of various types. This paper tries to summarize and analyze the cultural connotations and images conveyed by the conceptual metaphors, so as to provide help for the English translation of Chinese political discourse and promote the international dissemination of Chinese political ideas. Through the analysis of conceptual metaphors, we can judge that although the political concepts in the Report is abstract, conceptual metaphors can express them more concretely and more easily understood by the audience through the mapping from the source domain to the target domain.

Money Metaphors We Live By: Analyzing Chinese Comic Books based on CMA

Chinese comic books appear to be filled with bright colors and interesting characters, but they also offer insight into the daily life relations and societal principles of modern China. In this study, we examined the construction and underlying meanings of money metaphors in Zhu Deyong’s comic book series We Are All Patients, and We Are All Patients 2: Love with an Idiot, using the conceptual metaphor theory (CMT). By mapping abstract concepts into more concrete and familiar domains, CMT conveys complex ideas, emotions, and social commentary in a way that readers can easily understand. We analyzed thirty-nine randomly chosen comic strips from Zhu’s comic books using Charteris-Black’s (2004) inductive method, conceptual metaphor analysis (CMA), to identify, explain, and interpret different metaphors. Through our analysis, we highlighted the most prominent money metaphors and how they relate to the current love and friendship relations made by modern Chinese people in their everyday lives. We found that money metaphors are classified into seven source domains: barrier, drug, tool, almighty, exchange, principle, and ambition.

A Conceptual Metaphor Analysis of the Lender of Last Resort Theory by Bernanke’s The Federal Reserve and the Financial Crisis

A Conceptual Metaphor Analysis of the Lender of Last Resort Theory by Bernanke’s The Federal Reserve and the Financial Crisis

Metaphors of Love in the Novel Wuthering Heights and Its Translation

The article is based on the general principles of the theory of conceptual metaphor and the theory of metaphor translation, and will describe the conceptual metaphors of LOVE in the novel Wuthering Heights and its translation, based on earlier studies in the field of conceptual metaphor analysis and cognitive linguistics, emphasizing metaphor as one of the most important rhetorical figures in a literature. The cognitive-linguistic contrastive analysis of the conceptual metaphor best indicates the problems in the presentation of literary metaphors, social and cultural differences between different languages, using methodological procedures that include the study of the corpus and the classification of metaphors that are based on the conceptualization of the LOVE entity in the original text. The aim of this research is therefore to point out the importance of metaphoricity and the entity LOVE in the conceptual field, as well as communication between two typologically different languages and the way in which these metaphors are realized.

Corpus-Driven Analysis of Conceptual Metaphor in Artificial Intelligence Language: A Sample of ChatGPT-Written Speeches

Based on Conceptual Metaphor Theory (CMT), this paper creates a tiny corpus of ChatGPT-written speeches. Through employing a corpus-driven approach, this study analyzes the identification and utilization of conceptual metaphors in artificial intelligence (AI) languages. The AI demonstrated its capacity to utilize metaphors in the metaphoric corpora through the display of diversity, non-arbitrariness, repetition, and intersectionality in the selection of source domains. It often uses vocabulary combinations with clear similarities to establish metaphorical meaning. In the literal sense, the outcomes of metaphor identification by artificial intelligence differ significantly from those of humans. Therefore, there is a need to develop advanced automatic models for identifying metaphors in order to enhance the precision of metaphor identification consistently.

Machine metaphors in 2020 USA electioneering campaign: a cognitive aspect

The conceptual metaphor is a major persuasive tool in political discourse. Therefore, the aim of the research is to analyze the realization of van Dijk’s Ideological Square strategies with the help of machine conceptual metaphors used by the presidential candidates during the 2020 electioneering campaign. The data of the research comprise 99 political speeches delivered by Donald Trump and Joe Biden at rallies. Consequently, the following methods of linguistic analysis were used: a Critical Discourse Analysis, a Conceptual Metaphor Analysis in the form of the method of the reconstruction of conceptual mappings, a comparative method, a contextual analysis, and statistical methods. As a result, the analysis demonstrated that conceptual metaphors, which were identified in the corpus, play an important role in realizing the Ideological Square strategies with persuasive goals. Apart from that, it was established that the conceptual metaphor ECONOMY IS A MACHINE is predominant in Donald Trump’s and Joe Biden's discourses. In addition, the data analysis showed that the majority of metaphors were used to highlight the candidate’s own positive sides while exaggerating his opponent’s disadvantages.

Existence is a Location: “The Others” in the Form of Conceptual Metaphor

The need for a safe, stable, and suitable place of residence is fundamental for human beings. Nevertheless, having such a place, particularly in a city, remains unattainable for too many people. This study aims to examine how “the others” are metaphorically represented in contemporary South Korean films that portray city dwellers struggling to find a place of residence in urban areas and fighting for their existence. The multimodal analysis of conceptual metaphors enabled us to comprehend how the metaphor of EXISTENCE IS A LOCATION emphasized the significance of physical space for one’s being. Furthermore, the vertical movements in visual representations, such as GOOD IS UP, BAD IS DOWN, connect to more abstract meanings of precarious existence, social hierarchy, and otherness.

THE FRAME-SLOT MODEL OF THE CONCEPT OF MOTIVATION ON THE BASIS OF MOTIVATIONAL SPEECHES BY PUBLIC FIGURES

This article introduces the outcomes of the conceptual analysis of motivational speeches delivered by prominent public figures, obtained by means of the UAM Corpus Tool – a cutting-edge software renowned for conducting both automated and manual text annotations. Furthermore, the study is enhanced by a conceptual metaphor analysis, revealing that ontological and structural components are the predominant and efficacious elements in constructing a frame-slot model. In accordance with Minsky’s theoretical framework, the frame-slot model consists of the main concept, and frames as complex structures, resembling multi-layered networks. It is figured out that these intricate structures are formed by slots and subplots [17]. Accordingly, the concept of MOTIVATION comprises a combination of frames reflecting embodied speakers’ experiences such as A LIVING BEING, DIFFICULTIES, PURPOSE, MATERIAL OBJECT, STATE, COGNITION, MOVEMENT, INSPIRATION, LIFE, WORLD, EDUCATION, and LANGUAGE. These components collectively serve as a comprehensive reflection of the perceptual paradigms employed by the selected public speakers, whose speeches serve as the primary corpus for this research. Consequently, the corpus comprises 20 speeches delivered by eminent male and female public figures, featuring Michelle Obama, Oprah Winfrey, Madonna, Kamala Harris, Melinda Gates, Angelina Jolie Voight, Arianna Huffington, Condoleezza Rice, Sheryl Sandberg, Hillary Clinton, Warren Buffett, Steve Jobs, Jeff Bezos, Elon Musk, Bill Gates, Barack Obama, David Beckham, Mark Zuckerberg, Jay Shetty, and Steven Spielberg. This research underscores the significance of conceptual metaphors in understanding how motivational speeches shape our perception of the world and influence our actions. By dissecting the linguistic elements that construct these metaphors, the insights into the strategies employed by public figures to inspire and motivate their audiences are received and elaborated.

Analysis of Conceptual Metaphor in “Dear Evan Hansen: The Novel”

Metaphor is one of figurative language which compares one different thing to another. This study is focused on the types of conceptual metaphor used in “Dear Evan Hansen: The Novel” by Val Emmich, Steven Levenson, Benj Pasek, and Justin Paul. The purpose of this research is to identify the types of conceptual metaphor used by the author in both the dialogue and the narrative text in the book. This research used descriptive qualitative method to manage a clear and systematic description about the metaphor found in the book “Dear Evan Hansen: The Novel”. The data were collected from the digital book and were elaborated based on the theory proposed by Lakoff and Johnson (1980) about conceptual metaphor. Based on the acquired data, there are 155 conceptual metaphors were identified in the book “Dear Evan Hansen: The Novel”, including structural metaphor, orientational metaphor, and ontological metaphor.

The Conceptual Metaphor Analysis in the Song Lyrics “Is You” by Jay Chang (2020)

The objective of this study research is to investigate the manner in which metaphors are communicated in song lyrics through the application of conceptual metaphor theory, which consists of source and target data and aims to clarify how abstract concepts are conceptualized and comprehended. By employing a descriptive qualitative research method and conceptual theory, this study achieves coherent and systematic findings. The data used is a song from Jay Chang entitled "Is You". The data produced in this research comprises metaphors that have the potential to aid in the creation of vivid, realistic, and memorable imagery in the composition of songs that symbolize elaborate emotional experiences or concepts. The results show that the categorization of target domains found in the song is three, namely, Romantic Relationships, Mental Imagery or Memory, and Difficult Relationships.
 Keywords: Conceptual Metaphor, Descriptive Qualitative, Conceptual Theory