NGHIÊN cứu các ẩn dụ TRONG THUẬT NGỮ KINH tế NGÀNH tài CHÍNH NGÂN HÀNG TRONG TIẾNG ANH và TIẾNG VIỆT

It is undeniable that there are numerous reasons for the growing popularity of metaphors in business and economics, not only in linguistic world. However, the previous researches is just conducted to have a general view about metaphor using in economics so there has been little research on metaphorical terms themselves as a target of the study. As an attempt to contribute to gaining more insights into metaphorical term in finance and banking, this research aims to reveal much inside metaphor in economics, from that, some suggestions would also be given. Finally, it can be made stepbystep about the application and exploitation of other rhetorical measures in economics terms in other branches of economics study. These goals were achieved by a research using document observation and using both qualitative and quantitative analysis. Findings from the study show that similarities and difficulties of basic transferences and source domains among English and Vietnamese metaphorical terms in finance and banking. The study also suggests some aspects of metaphor for students to invest for their further study. Hopefully, students and researchers can use it as a helpful material for their graduation thesis as well as their postgraduation thesis.

It is undeniable that there are numerous reasons for the growing popularity ofmetaphors in business and economics, not only in linguistic world However, theprevious researches is just conducted to have a general view about metaphor using ineconomics so there has been little research on metaphorical terms themselves as atarget of the study As an attempt to contribute to gaining more insights intometaphorical term in finance and banking, this research aims to reveal much insidemetaphor in economics, from that, some suggestions would also be given Finally, itcan be made step-by-step about the application and exploitation of other rhetoricalmeasures in economics terms in other branches of economics study

These goals were achieved by a research using document observation and usingboth qualitative and quantitative analysis

Findings from the study show that similarities and difficulties of basic transferencesand source domains among English and Vietnamese metaphorical terms in finance andbanking The study also suggests some aspects of metaphor for students to invest fortheir further study

Hopefully, students and researchers can use it as a helpful material for theirgraduation thesis as well as their post-graduation thesis

TABLE OF CONTENT

CHAPTER 1 : INTRODUCTION 3

1.1.Statement of the problem and the rationale for the study 3

1.2 Aims and objectives of the study 3

1.3 Scope of the study 3

1.4 Significance of research 3

1.5 Organization of the study 3

CHAPTER 2: LITERATURE REVIEW 3

2.1.Terminology 3

2.2.Terminology in finance and banking 3

2.3.Metaphor 3

2.3.1 Definition of metaphor 3

2.3.2 Conceptualist view of metaphor 3

2.3.3 Basis Transference of metaphor 3

2.3.4 Metaphor in finance and banking 3

CHAPTER 3: METHODOLOGY 3

3.1.Sampling 3

3.1.1 Participants 3

3.1.2 Sampling Size 3

3.1.3 Sampling Strategy 3

3.2.Data collection 3

3.3.Data analysis 3

3.3.1 Statistical Analysis – Qualitative Analysis Strategies 3

3.3.2 Content analysis – Quantitative Analytical Strategies 3

CHAPTER 4: FINDINGS AND DISCUSSION 3

4.1 Basic transferences of metaphorical terms in finance and banking 3

4.1a Types of basic transferences 3

4.1a.1 Position 3

4.1a.2 Movement 3

4.1a.3 Shape 3

4.1a.4 Size 3

4.1a.5 Function 3

4.1a.6 Color 3

4.1a.7 Sound 3

4.1a.8 Characteristic 3

4.1b Frequency 3

4.1c Dispersion 3

4.2 Similarity (s) and difficulty (s) between source domains in English and Vietnamese metaphorical terms in finance and banking 3

4.2.1 LIQUID 3

4.2.2 HEALTH 3

4.2.3 NATURE 3

4.2.4 EXPLOSIVE 3

4.2.5 WARFARE 3

4.2.6 VEHICLE 3

4.2.7 MACHINE 3

4.2.8 HOUSE 3

4.2.9 HUMAN 3

4.2.10 FORCE 3

4.2.11 COLOR 3

4.2.12 OTHER OBJECTS 3

4.3.High frequency 3

4.4.Dispersion 3

4.5 How equivalent between English and Vietnamese metaphorical terms in finance and banking? 3

CHAPTER 6: CONCLUSION 3

6.1 Summary of findings 3

6.2 Strength of the thesis 3

6.3 Limitations 3

6.4 Implications 3

6.5 Suggestion for further study 3

APPENDIX Error! Bookmark not defined REFERENCES Error! Bookmark not defined.

TABLE OF FIGURES

Picture 1: Domains used in conceptual metaphors 3

Picture 2: Example of domain used in metaphor 3

Chart 1: Basic transferences of English metaphorical terms in finance and banking 3

Chart 2: Basic transferences of Vietnamese metaphorical terms in finance and banking 3

Chart 3: Source domains of Vietnamese metaphorical terms in finance and banking 3

Chart 4: Source domains of English metaphorical terms in finance and banking 3

Chart 5: Non-equivalent and equivalent Vietnamese-English and English-Vietnamese metaphorical terms 3

Chart 6: Expression and no expression in non-equivalence between English-Vietnamese and Vietnamese-English metaphoric terms 3

Table 1: Basic transferences of Vietnamese metaphorical terms in finance and banking 3

Table 2: Source domains of English and Vietnamese metaphorical terms in finance and banking 3

Table 3: Rate of equivalence and non-equivalence between English-Vietnamese and Vietnamese-English metaphorical terms in finance and banking 3

Table 4: Expression and no expression in non-equivalence between English-Vietnamese and Vietnamese-English metaphoric terms 3

CHAPTER 1 : INTRODUCTION

This first chapter will provide the rationale, the aims and objectives, theorganization and significance of the research In addition, the research questions areaddressed to work as a guideline for the whole research

1.1 Statement of the problem and the rationale for the study

Metaphor itself has drawn scholars’ attention for more than 2000 years.Traditionally, scholars regarded it as a matter of language, a linguistic phenomenonand defined it as a figure of speech in which an implicit comparison is made betweentwo unlike entities Thousand years ago, Aristotle gives his definition of metaphor that

“Metaphor consists in giving the thing a name that belongs to something else; the

transference being either from genus to species, or from species to genus, or from species to species, or on grounds of analogy.” Metaphor is the transference of meaning

from one object to another based on similarities between these two It is used when theauthor wants to hide his real attitude or opinion Metaphor is a rhetorical device used

in literature; so many people assumed that metaphor belongs to matter of linguisticsfor some artistic and rhetorical purpose, not sciences like economics It is not true Thetruth is that the economy is complex so we have right to use metaphors to make itunderstandable

However, at that time, its study was confined mostly to literature and rhetoric, itsrole being primarily decorative

The followers changed that by approaching the idea of metaphors differently WhenLakoff’s and Johnson’s theory was introduced, it opened a new horizon for the study

of metaphor They developed a new theory that has become known as the cognitive view of metaphor According to this new perspective, the metaphor is defined as a

cognitive mechanism which the essence of metaphor is understanding andexperiencing one kind of thing in terms of another Within the theoretical framework

of Conceptual Metaphor Theory (Lakoff and Johnson 1980), the metaphor is assigned

more than a purely aesthetic function, as proposed by comparison and substitutiontheories; rather, it is supposed to be basic to human cognition, and thus salient in theway we speak and talk about the world They argue that metaphors are not justsuperfluous, though pleasant rhetorical devices, but an indispensable property of ourthinking and conceptualization (Kövecses, 2005: 14)

After this short introduction to metaphors, the researcher comes to the primary aim

of this paper Narrowing the scope of metaphor, it is seen that there are differentreasons for the growing popularity of metaphors in business and economics First ofall, the number of metaphors in economics and business is also connected with theirrelation to general language Ayala (2001) asserts that the language of economics,being a part of our everyday discourse, is full of metaphors Thus, metaphors help us

to understand complicated economic concepts

Besides, to many ESP students and researchers, understanding metaphors ineconomics, especially in finance and banking is believed to be challenging

Understanding this trend, many students and linguistic universities and colleges inHanoi have been focusing on this subject for their graduation paper or post-graduationpaper There have been many researches on the effects of metaphor in economics such

as “A study on metaphors in economics discourse” or under “A study on metaphors in

English and Vietnamese business texts under the topic of securities market” However,

the previous researches are just conducted to have a general view about metaphorusing in economics so there has been little research on metaphorical terms themselves

as a target of the study

Therefore, as one attempt to examine this topic, the researcher has decided toundertake a deep study on metaphors terms in a specific field of economics, especiallyfor finance and banking in English and Vietnamese as a helpful base for revealingmuch inside metaphor in economics

1.2 Aims and objectives of the study

The study aims at investing in factors used in metaphors for financial and bankingterms both in English and Vietnamese Its main purpose is not only to study metaphorfor the terms under the general view but also to check theory in practical documents, inother words, establish whether any universal or culture-specific aspects of thismetaphor may be found in the two languages It is hoped to provide an account of theuse of metaphor as its importance in Business English, particularly in finance andbanking; improve learners’ specialized reading of business texts and help themproduce native-like discourse when they translate business texts

Therefore, it may be beneficiary for ESP students in both economic and economic universities Besides, it is expected that the result of this research will also

non-be useful for economists and people interested in the same subject to learn, and studyfurther

In long-term, if the result is positive, it is expected that with its helpful base forrevealing much inside metaphor in economics, it can be made step-by-step about theapplication and exploitation of other rhetorical measures in economic terms in otherbranches of economics study

To achieve this goal, the current research is conducted to seek answers to thefollowing questions:

1 What are differences and similarities between basics of transferences used in English and Vietnamese metaphorical terminology for finance and banking?

2 What are differences and similarities between source domains occurring in English and Vietnamese metaphorical terminology for finance and banking?

1.3 Scope of the study

It is impossible for a study report to deal with every aspect of languagetheory and practice in great depth Therefore, the study is not proposed tocover all of the features of economics, instead of that, metaphorical terms in

finance and banking have been chosen to be the target of the study This paper places astronger focus on the prominent linguistic features revealed through magazines,newspapers, online websites, minutes, radio channels, TV channels and booksspecializing in financial and banking with a larger scope to create a result morepositive, objective and various than previous researches

1.4 Significance of research

Firstly, this research is hoped to provide economics students and researchers anoverview about using metaphor in economic terms for finance and banking inparticular and economics in general with fuller research methods This research will bestudied in various sources, so its result is supposed to be more objective than previousresearches Then, students and researchers can use it as a helpful material for theirgraduation thesis as well as their post-graduation thesis

1.5 Organization of the study

The rest of the paper consists of five chapters as follows:

 Chapter 2 (Literature Review) presents the theoretical background of the

study, including the definition of metaphor in general and an overview of aspects ofmetaphors consisting of basic transferences and source domains In addition, this partwill also deal with equivalence of metaphorical terms in finance and banking in targetlanguage

 Chapter 3 (Methodology) describes the participants and procedures deployed

in the study

 Chapter 4 (Findings and Discussion) gives detailed answers to all research

questions raised in the study as well as a comparison between factual findings andassumptions discussed in the Literature Review

 Chapter 5 (Conclusion) summarizes all problems discussed in the paper, the

limitations of the research, and some implications for ESP students and otherresearchers in this field

CHAPTER 2: LITERATURE REVIEW

2.1.Terminology

Cabré (1999) claimed that “terminology is closely linked to the special subject

fields” Terminology is the language used to describe a specific thing, or the language

used within a specific field Namely, it is defined by The Online Dictionary ofLanguage Terminology as:

 The doctrine of terms; a theory of terms or appellations; a treatise on terms

 The terms actually used in any business, art, science, or the like; nomenclature;technical terms; as, the terminology of chemistry

Besides, terminology also denotes a more formal discipline which systematicallystudies the labeling or designating of concepts particular to one or more subject fields

or domains of human activity, through research and analysis of terms in context, forthe purpose of documenting and promoting correct usage This study can be limited toone language or can cover more than one language at the same time (multilingualterminology, bilingual terminology, and so forth)

A distinction is made between two types of terminology:

 Ad hoc terminology, which deals with a single term or a limited number ofterms

 Systematic terminology, which deals with all the terms in a specific subjectfield or domain of activity

2.2.Terminology in finance and banking

Obviously, the terminology is words specializing in finance and banking Financeitself is the study of how investors allocate their assets over time under conditions ofcertainty and uncertainty A key point in finance, which affects decisions, is the timevalue of money, which states that a unit of currency today is worth more than the sameunit of currency tomorrow Finance aims to price assets based on their risk level, and

expected rate of return Finance can be broken into three different sub categories:public finance, corporate finance and personal finance

Regarding to banking, it is the business activity of accepting and safeguardingmoney owned by other individuals and entities, and then lending out this money inorder to earn a profit And of course, it relates to banks Banks act as payment agents

by conducting checking or current accounts for customers, paying checks drawn bycustomers on the bank, and collecting checks deposited to customers' current accounts.Vice versa, banks borrow money by accepting funds deposited on current accounts, byaccepting term deposits, and by issuing debt securities such as banknotes and bonds.Banks lend money by making advances to customers on current accounts, by makinginstallment loans, and by investing in marketable debt securities and other forms ofmoney lending

Therefore, terminology for finance and banking relates to personal finance, businessfinance and public finance which can include any of the following areas: Money andother types of assets; Managing and controlling money and those assets

2.3 Metaphor

2.3.1 Definition of metaphor

The English and Vietnamese metaphor derives from the 16th c Old French

métaphore, from the Latin metaphora “carrying over” from the Greek (μεταφορά) metaphorá “transfer”, from (μεταφέρω) metaphero “to carry over”, “to transfer” and from (μετά) meta “between”+(φέρω) phero, “to bear”, “to carry” According to

Oxford dictionary, metaphor is a figure of speech in which a word or phrase is applied

to an object or action to which it is not literally applicable

A metaphor is described as:

“ a rhetorical trope where a comparison is made between two seemingly unrelated subjects Typically, a first object is described as being a second object In this way, the first object can be economically described because implicit and explicit attributes from the second object can be used to fill in the description of the first.”

(Elayne Coakes, 2006:p387)

Nguyễn Hòa (2003:p35) comes to conclude simply metaphor as “the transference of

meaning (name) from one object to another based on similarity between these two objects.” Therefore, metaphor is usually used to compare two unlike things, which its

result improves our understanding

Here is an example mentioned in “Metaphors We Live By” (1980:p46):

“…What he said left a bad taste in my mouth

All this paper has in it are raw facts, half - baked ideas, and warm theories There are too many facts here for me to digest them all

I just can’t swallow that claim

That argument smells fishy

Let me stew over that for a while

Now there’s a theory you can really sink your teeth into

We need to let that idea percolate for a while

That’s food for thought

He’s a voracious reader

We don’t need to spoon feed our students.

…”

2.3.2 Conceptualist view of metaphor

Unlike many traditional approaches to metaphor, where it is usually restricted to

rhetoric and literature, according to “the Conceptual Metaphor Theory” as initiated by

Lakoff and Johnson (1980), used as a theoretical framework for our analysis, metaphor

is a basic and indispensable feature of human understanding Conceptual metaphorsare a matter of thought, not of language only, although they are predominantly realized

linguistically The proponents of “the Conceptual Metaphor Theory” make a clear-cut

distinction between conceptual metaphor, on the one hand, and linguistic metaphor, onthe other Conceptual metaphor refers to a systematic mapping between two

conceptual domains, the source domain and the target domain, and it “typically

employ[s] a more abstract concept as target and a more concrete or physical concept

as [its] source.” (Kövecses, 2002: p6)

According to Barcelona (2000: p3), metaphor is defined as understanding oneconceptual domain in terms of another conceptual domain; for example, using one

person's life experience to understand a different person's experience A conceptualdomain can be any coherent organization of experience

There are two main types of conceptual domains used in conceptual metaphors:Source domain: the conceptual domain from which we draw metaphoricalexpressions

Target domain: the conceptual domain that we try to understand

TARGET DOMAIN (A) IS SOURCE DOMAIN (B)E.g THE ECONOMY IS A LIVING ORGANISMThis is the basic formula for presenting conceptual metaphors in CognitiveLinguistics

Picture 1: Domains used in conceptual metaphors

In cognitive terms, conceptual metaphors combine two domains: a concrete, wellbounded ’source domain’ and an abstract ’target domain’ The target domain (e.g.emotions, ideas, society, politics, economy, human relations, communication, time andevents, etc.) is understood in terms of the source domain (e.g HUMAN BODY,HEALTH, ILLNESSES, BUILDINGS, MACHINES, ANIMALS, PLANTS, SPORT,GAMES and FORCES, etc.) (cf Kövecses, 2005 b: p32-45) The mechanism throughwhich this happens is mapping, i.e the source domain is mapped onto the targetdomain

Metaphor, as can be seen below, is a conceptual projection whereby oneexperiential domain is partially understood in terms of another experiential domain

For example, in this sentence:

"Bill is a cunning old fox", we are comparing Bill to a fox and we are saying they

are both cunning But we are saying that Bill is not just like a fox He's so cunning, he

IS a fox!

Picture 2: Example of domain used in metaphor

FOX CUNNINGPERSON

FOX

2.3.3 Basis Transference of metaphor

According to Prof Nguyen Hoa, he divides into these following main transferences.,

2.3.3.1 Similarity of shape

The hidden comparison is based on the similarity of appearance between parts ofhuman body and things

E.g the mouth of the tunnel, the nose of an aircraft

Literally “mouth” refers to the opening through which an animal or human takes in

food The shape of the mouth is like that of the tunnel because of the openness and

being round and small Likewise, “nose” refers to the part on the face above the mouth

that helps us breathe and smell Generally the noses on our faces are the parts that firsttouch other things when we place noses close to them The nose of an aircraft is alsothe first part to contact an object

2.3.3.2 Similarity of position

The names of human body’s parts are also transferred to other objects based on theirsimilarities of position

E.g the foot of a hill/mountain/hill/slope/cliff

“Foot” is the terminal part of our body and connects our body with the base when

we stand “Foot” is also the lowest part, or bottom, of anything, as of a hill, ladder,

page, etc The similarity of position enables the transference of meaning

2.3.3.3 Similarity of movement

E.g She worm her way through the crowd

The movement of “she” and “worm” is similar Therefore the word “worm” is

employed to describe the action in a concrete way

2.3.3.4 Similarity of function

The function of one thing is somewhat like that of other

E.g the key to success, the social ladder

The “key” is a mental tool that helps us open the door The “key” to success is ametaphor which means an object that can help us achieve what we want Likewise, the

“ladder” helps us to climb higher When we say social “ladder”, we mean the positionsthat are placed in order from low to high in society

2.3.3.5 Similarity of color

E.g violet, orange, rose

The flower violet gets its name from the color (violet) Here the similarity of colorgives the “B” object its name Likewise, orange is the name of a kind of fruit and alsothe name of a color The same names originated from the similarity of color

2.3.3.6 Similarity of size

Two things that have the same size are also compared

E.g elephantine, midget

2.3.3.7 Similarity of characteristic

The characteristics of two people are compared

E.g He is an Othello/ Chi Pheo/ Don Juan

“Othello” is known as a jealous man When someone says “He is an Othello”, itmeans that “he” is as jealous as Othello The transference is between the already-known characteristics of a person and those of another one.

2.3.3.8 Similarity of sound

Taking the following example for the illustration of the similarity of sound:

E.g.: He roared with his children

The verb “roar” is the sound made by lion or tiger People usually say that “the

lion roared, “in above example, “roar” does not have this meaning, but it is used

metaphorically to refer to a very angry father who sounds loudly We also say that

“she is bombed with lots of questions.” It is described what happened to someone

surprisingly, immediately and uninterruptedly

In this thesis, the researcher wishes to use eight similarities to have various basictransferences

2.3.4 Metaphor in finance and banking

Kövecses states (2002, p22) that "[e]conomy is usually comprehended viametaphor." Its most commonly used source domains include BUILDING ,MACHINES, PLANTS , JOURNEY (MOVEMENT, DIRECTION ), ANIMALBEHAVIOUR, HUMAN BODY, etc while according to Boers (2000) typicalmetaphorical themes in economics are: MECHANISMS and MACHINES,ANIMALS, PLANTS and GARDENING, HEALTH and FITNESS, FIGHTING andWARFARE, SHIPS and SAILING, and SPORTS

It is wide to use the metaphorical meanings of word denoting parts of human body,i.e the names of the parts of human body are transferred to other objects “Circulation

of money/ capital” is similar to circulation of blood in human body among organs) As

we all know, one interesting idea in language use is that the human being, first of all,got to know their own body and gave names to its parts Later in the process ofcognition of the world, they began comparing the surrounding objects with their ownbody and finding common features That is why parts of body are used as metaphors

There are also many metaphorical expressions based on names of animals (“bull

market, bear market”) and other source domains (sport, water, war, etc.)

With an attractive title, “Animal Metaphors In Some Business-Related Terms In

English,” Nadežda R Silaški’s research (2012) approached interestingly ANIMAL

metaphors, and also reached a conclusion that English and Serbian seem to frequently(though not always) share the same cognitive and cultural models Similarly, he is also

author of “The Money Is a Liquid Metaphor in Economic Terminology – A Contrastive

Analysis Of English, Serbian And Romanian”(2011), “The Conceptualization Of The Global Financial Crisis Via The Economy Is A Person Metaphor – A Contrastive Study of English and Serbian”(2010) conducted by Nadežda Silaški, Tatjana Đurović

analyzed carefully sub-metaphors of Person metaphor – source domain is Human.However, those researches just stopped at studying in comparisons between Englishand their mother tongue languages like Romanian and Serbian and the researcherdoesn’t mention other source domain besides Human Beings and Animals

Xia Jue (2009) pointed out that scenarios with four types of source domains whichare used for economic metaphorical mappings, Human Beings, A Machine, A Plantand A Building, enable us to conceptualize various aspects of the business world.However, there are some of limitations in the study Firstly, the study of metaphors ineconomic contexts is only restricted to a small number of contexts In fact, in theeconomic metaphors, there are many other source domains, such as war, fluid,journey Secondly, the identification and classification of metaphors in economic textsare subjective to some extent

Moreover, all of those researches just study on economics in a general aspect.Therefore, this research is conducted in a smaller field of economics Finance andbanking are chosen to study deeply on using elements of metaphors The researcherswill combine those source domains found in those previous researches as a valuedreferences for this humble paper Hopefully, it can examine the findings with the

previous findings as well as extend to more kinds of source domains of metaphor inEnglish and Vietnamese

TV is also another trustworthy reference Besides, online newspapers and magazinesare other suggested sources to exploit

3.1.2 Sampling Size

As be seen from previous researches, the number of references is limited, averagefrom 5 to 10 different types of newspapers and magazines in English and Vietnamesefrom 5 to 10 different types of newspaper and magazines in, so the number ofreference inside this paper can be up to 25 for each language Besides, the data willbecome various when the researcher employs many sources from not only newspapersand magazines but also online, visual and auditory facilities Also, to come in varioustypes, the researcher also uses the book specializing economics study for ESP students.And the researcher uses the book “English for Finance and Banking” written byAssociate Professor Dr Nguyen Xuan Thom, the Head of ESP Division (English for

Specific Purposes Division) in University of Languages and International Studies,Vietnam National University

3.1.3 Sampling Strategy

Using random sampling protects against bias being introduced in the samplingprocess, and hence, it helps in obtaining a representative sample The researcherchooses a simple random sample by assigning a number to every member of thepopulation (population consists of articles in newspapers, magazines or channels).Absent knowledge about the factors for stratification for a population, a randomsample is the first useful step in obtaining samples

3.2.Data collection

Instrument: The observation of documents

The target of studying in this paper is economic terms for finance and banking, soafter collecting the whole trustworthy and outstanding sources (newspapers,magazines, television channels, radio channels specializing economics), the researcherwill find and select all the terms using metaphors in these sources Namely, researcheruses a wide range of written or text-based documents and artifacts (textbooks, novels,journals, meeting minutes, logs, announcement, policy statement, newspapers,transcripts, etc.), physical, visual, auditory ones (audiotapes, videotapes, banners,websites, speeches, YouTube videos, etc.)

3.3 Data analysis

After the data are collected, the researcher needs to see whether the expectationsregarding data characteristics and quality have been met In this research, theresearcher will use both of qualitative analysis and quantitative analysis for analysisprocedure Firstly, collected data from the class observation will be divided into twocriterions: Numeric data and text data Then, depending on kind of data, there are twoanalysis strategies

3.3.1 Statistical Analysis – Qualitative Analysis Strategies

Although the terminology used by different analysts is not uniform, one commonway to classify a quantitative variable is according to whether it is nominal, ordinal,interval, or ratio

Data which will be analyzed is normally numeric data

 STEP 1: Firstly, data will be illustrated through tables, charts, graphs

In the thesis, the researcher analyses percentage of each source domains andtransferences of metaphors after the researcher categorizes them

 STEP 2: Secondly, data will be calculated to find range, maximum, minimum,mean, standard deviation…

 STEP 3: Finally, calculated figures will be interpreted into the researcher’sconclusion to answer research questions

3.3.2 Content analysis – Quantitative Analytical Strategies

Text data will be analyzed

 STEP 1: Selecting and classifying the collected data into specific categories(key words) or general ones (themes) Themes within content analysis may beemerged from the data themselves or built on the predetermined theories

In the context of this thesis, after collecting data, the researcher will categorizetransferences of metaphorical terms and source domain of them

 STEP 2: Finding the right strength of claim for the data and then ordering theresearcher’s highlight statements in some appropriate ways

Namely, the researcher has to find the differences and similarities betweenVietnamese and English metaphors in selecting source domain and transference ofmetaphor

 STEP 3: Giving the last conclusion to answer research questions

 STEP 4: Findings can be illustrated by graphs, etc

CHAPTER 4: FINDINGS AND

DISCUSSION

In this chapter, the discussion and findings of the study will be presented Thisincludes compare and contrast using basic transferences and source domains inEnglish and Vietnamese metaphorical terms in finance and banking

4.1 Basic transferences of metaphorical terms in finance and banking

4.1a Types of basic transferences

4.1a.1 Position

In Vietnamese metaphorical terms, there are 5 words using POSITION as basic

transferences They are “giá trần,” “sàn giao dịch,” “vách đá tài khóa,” “tiền gốc,”

“ngân hàng ngầm.” They base on position of ceiling, floor of a house, root (“gốc”) of

a plant, ground wave (sóng ngầm)

In English metaphorical terms, there are 5 words using POSTIONS, too They are

“ceiling price,” “face value,” "principal,” “exchange floor,” “z-score.”

They base on position of ceiling, floor of a house, outside side of face, the lastposition of letter “Z” in alphabet, first position of headmaster to transfer into newmeanings in finance and banking

E.g Fiscal cliff (vách đá tài khóa)

In geography and geology, a cliff is a significant vertical, or near vertical, rockexposure A combination of expiring tax cuts and across-the-board governmentspending cuts scheduled to become effective Dec 31, 2012 The idea behind the fiscalcliff was that if the federal government allowed these two events to proceed asplanned, they would have a detrimental effect on an already shaky economy, perhapssending it back into an official recession as it cut household incomes, increasedunemployment rates and undermined consumer and investor confidence At the same

time, it was predicted that going over the fiscal cliff would significantly reduce thefederal budget deficit

4.1a.2 Movement

In English metaphorical terms, there are 55 words using MOVEMENT as basic

transferences For examples, “free-fall,” “jump,” “rocket,” “pump the money,”

“dive.” They originate from actions such as sport (jumping, diving), operating rocket,

pumping water machine

In Vietnamese metaphorical terms, there are 38 words using MOVEMENT as basic

transferences For examples, “giá vàng leo thang,” “mổ xẻ nền kinh tế,” “lạm phát

phi mã,” “lạm phát bị thổi phồng,” “rơi tự do,” “bật nhảy,” “săn cổ phiếu,” “vật lộn với giá”etc They originate from actions such as climbing ladder, hunting of an

animal, jumping in sport, fighting in a battle, actions in surgery

There are 6 English metaphorical terms and 3 Vietnamese metaphorical terms using

this similarity They are “tế bào thị trường,” “thị trường ngách,” “bể khủng hoảng”

in Vietnamese and “cash cow,” “penny stock,” “baby bond, ” “bulk purchase,”

“niche market.” They are created and based on small size of cell, niche (“ngách”),

penny, baby or big size of tank (“bể”), big animals (“cow”, “bulk”)

4.1a.5 Function

Regarding to English terms, there are 35/118 terms using FUNCTION as basictransference while Vietnamese ones has 34/88 Clearly, the number of using thissimilarity in Vietnamese is more than in English

E.g “cuộc đại phẫu,”(a large-scale change requiring reforming all aspects) “đòn

bẩy tài chính,”(lifting as leverage)“lớp đệm ngân hàng,” (protection as mattress) in

Vietnamese, “backdoor fancing,”(unofficial money supply like going backdoor) “the

cleaning house for share,” (completing all transaction as “cleaning house”) “dead debt” (debt no longer payable as “dead”).

Only in Vietnamese term, there is one word using SOUND as basic transference It

is “chugging.” “Chugging” is itself sound of a machine operating slowly but

continuously Used this word for economy, it means that the economy is developinggradually but positively

4.1a.8 Characteristic

While Vietnamese terms just include one term “ngáo ộp nợ công” using

CHARACTERISTIC as basic transference, English terms have up to 11 terms likethat

Table 1: Basic transferences of Vietnamese metaphorical terms in finance and banking

The above table is illustrated in these following charts:

Chart 1: Basic transferences of English metaphorical terms in finance and

banking

Chart 2: Basic transferences of Vietnamese metaphorical terms in finance and

banking

4.1b Frequency

As categorized in the previous part, there are 8 basic transferences They arePOSITION, SOUND, SHAPE, SIZE, FUNCTION, and MOVEMENT ANDCHARACTER

Firstly, chart 1 illustrates percentage of basic transferences in English metaphoricalterms in finance and banking It can be said that the most portion belongs toMOVEMENT with 47.5%; the runner-up is FUNCTION with 28.8% Therefore,combining two of them occupies more than three quarters of total terms (76.3%exactly) SIZE and CHARACTER together get portion more than 5% with relatively5.1% and 9.3%

The rest includes POSITION with 4.2%, COLOR with 2.5% and SHAPE with1.7% The least frequency of basic transference is SOUND with 0.8%

Next, chart 2 illustrates basic transferences of Vietnamese metaphorical terms Likechart1, MOVEMENT is basic transference having the highest portion (43.5%) and therunner-up is FUNCTION with 39.8% Therefore, two of them occupy more than three-quarters of total terms (82.3%)

Ranking the third and the fourth relatively is POSITION with 5.7% and COLORwith 4.5% SHAPE and SIZE with relatively 3.4% and 2.3% rank after that.CHARACTER takes portion of 1.1% The ranks seem to be opposite to the chart1 Last but not least, SOUND didn’t take any percentage so it can be interpreted thatVietnamese metaphorical terms tend to not use SOUND as a basic transference That’swhy it can be concluded that using basic transferences of English metaphorical terms

in finance and banking is more various than Vietnamese terms

From above analyses, it can be summarized that preference of using basictranslation in English and Vietnamese terms are different Basic transferences seem to

be more various in English terms However, both English and Vietnamese terms share

a common thing that MOVEMENT and FUNCTION have the highest frequency Itproves that there is a tendency to use MOVEMENT and FUNCTION as the most basictransferences

4.1c Dispersion

Now, to find out conclusion for the disparity among percentages of source domains,

it is necessary to calculate the MEAN and STANDARD DEVIATION (SD) with thefollowing formulas:

MEAN = x = Σx / n

where ΣX is the sum of all the population observations, N is the number ofpopulation observations, Σx is the sum of all the sample observations, and n is thenumber of sample observations

SD = sqrt [ s2 ] = sqrt [ Σ ( xi - x )2 / ( n - 1 ) ]

where s is the sample standard deviation, s2 is the sample variance, x is the samplemean, xi is the element from the sample, and n is the number of elements in thesample

So the result is:

4.2 Similarities and difficulties between source domains in English and Vietnamese metaphorical terms in finance and banking

Here are source domains found in data analyzing process

4.2.1 LIQUID

The researcher found 23 samples in English and 11 ones in Vietnamese

As a source domain in the process of metaphorisation, LIQUID is very productive

in the field of finance and banking

As Henderson (2000: p172) claims, “[a] basic conceptual frame in neo-classicaleconomics is that resource use is flexible and that resources are mobile: ‘waterymetaphors’ can help promote the idea of fluidity”

First of all, “money” “capital” “cash” is like water pumped up into smaller tanks that represent government spending and the banking sector

E.g “cash flow,” (dòng tiền) “slush,” “water the capital,”, “circulation” “mở van

tín dụng” “pour money,” “bơm tiền/ rót tiền” (injecting/pumping money).

Also, there are metaphors using PLENTY of LIQUID as Source Domain

E.g.: “bể khủng hoảng”

Tank itself has a big size and it contains a lot of water inside so saying “bể khủng

hoảng” (tank of crisis) is able to emphasize amount of problems

Furthermore, it is known that liquid normally has three transformations: One fromliquid to vapor, one from ice melt into liquid, one from vapor compensating intoliquid Three transformations will change the state of liquid It can make liquiddisappear (from liquid to vapor) or appear (from ice to liquid) so alike that, fall of goldprice make investors, especially speculators loose amount of money or the market start

to work hustle and bustle again after a short-term or long-term stagnation

E.g “Giá vàng bốc hơi,” “thị trường tan băng”

Based on that, using transformation of liquid can show negative or positive state offinance and banking particularly and economy generally

In addition, “cash” “money” “capital” “inflation” will be lost or curbed graduallylike “drainage” “leakage” but very quickly with a considerable amount whencombining with “hemorrhaging.”

E.g “cash drainage,” “cash leakage,” “hemorrhaging money/ foreign currency,”

(chảy máu ngoại tệ)

One more, “dilution” and “saturation” also make condensation of liquid faded Sousing those as source domains is good to aim at a condition, an event, etc (to thoseabove examples, they are brand and market) which is becoming less popular, less

dynamic E.g “pha loãng thương hiệu” (brand dilution) “market saturation” (thị

trường bão hòa).

4.2.2 HEALTH

Health is a source domain found in the data There are 7 English metaphorical termsand 11 Vietnamese ones in finance and banking from data collection Throughanalysis, they can be divided into these following types:

Firstly, originating from definition of “dead” which is no longer work, finished sousing DEAD as Source domain aims to something no longer work or no longer active

E.g “dead money” “dead debt” “bất động sản chết” “dying bank” (“ngân hàng

hấp hối”), “dead capital”

E.g “cuộc đại phẫu” (các ngân hàng), “mổ xẻ nền kinh tế”

It is necessary to understand that surgery is only conducted when the problem isserious and there is no choice, so using the metaphors related to SURGERY caninform a serious problem which needs considering thoughtfully

Like SURGERY, metaphors using ILLNESS informs a serious matter in financeand banking in particular and in economy in general

E.g “bốc thuốc cho nợ xấu” “bất động sản tê liệt” “cơn sốt vàng” “chronic

inflation” “weaker” “ailing economy” (“nền kinh tế ốm yếu”)

Illness is used to describe the negative situations of economy in general and pricecurve on the market or public debt, etc in particular That’s why Šeškauskien &

Urbonait claimed that (2007: p69), "economic issues seem to give preference to

conceptualizing a variety of topical issues in terms of ailments, sickness and weaknesses of the human body rather than being in good shape and fit."

Obviously, an economy operates with business circle Increasing comes after falling

to the bottom of a certain period, so after economic crisis, there is a recovery likeHEALTH RECOVERY

E.g “hồng hào” is a good signal not only for health recovery but also economic

recovery, especially after a crisis

“Immunity” of economy, namely banks and enterprises, economy is a protection, a

signal of capability to face economic crisis or matters It is like a good healthprotecting a person from catching illness, diseases

E.g “Sức đề kháng”(cho các doanh nghiệp, ngân hàng, cho nền kinh tế)

Not only important in reality, the researcher sees that Nature is also an importantsource domain in metaphors but it is not mentioned in the previous researches.However, if divided it into subparts, it is clear to discover that NATURE is so popularand familiar in study on metaphor in economics There are 18 English metaphorical

terms and 11 Vietnamese ones found in this paper Based on collected data, theresearcher categorizes NATURE into six following subparts:

The first subpart is Animal There are a range of ANIMAL metaphors such as: “bull

trap” “bear trap” “bearish” “bullish” “dog-to-dog” “golden goose” “cash cow.”

Besides, there are metaphors based on ACTION of ANIMAL

E.g.: Săn cổ phiếu (hunting stock), ngủ đông (hibernate), “lột xác”, especially

“animal spirit” (tâm lý bầy đàn) to describe emotions which influence human

behavior and can be measured in terms of consumer confidence

Also, there are metaphors based on ACTION to ANIMAL Such as: “xén lông cừu”

(“fleecing of the flock”), “slaughter.”

The second subpart is FRUIT

E.g “squeeze the profit” like “squeeze an orange.” This term is defined as a

decrease in revenue from one time period to the next

Thirdly, like metaphors as ANIMAL, there are metaphors as ACTION to PLANT,such as “profit cut” “interest rate cut.”

E.g “Tiền gốc”

The next part is FLOWER Flower is symbol of a favorable thing people want orhope to get it That’s why metaphoric terms in finance and banking use FLOWER tosignal a positive development or a certain success in business

E.g “hoa hồng” (commission), “blossom”/ “come up rose”

Although there is only English metaphoric terms using MOUNTAIN as source

domain It is “vách đá tài khóa” (“fiscal cliff”) and MOUNTAIN is the fifth subpart

of NATURE

In geography and geology, a cliff is a significant vertical, or near vertical, rock

exposure so it is dangerous to be fell “Fiscal cliff” is illustrated a danger which the

U.S government faces when a combination of expiring tax cuts and across-the-boardgovernment spending cuts scheduled to become effective Dec 31, 2012 Therefore,

this term is just used in context of the U.S In other words, not all metaphorical termsare used widely, so effectiveness doesn’t come when using in foreign countries.

The last subpart is NATURAL DIASTER

E.g “cơn địa chấn kinh tế” (economic earthquake), “thị trường bắt đầu rung lắc”

A quake is famous for huge magnitude scale and intensity which heavily impact onsuffers so many people have to suffer from loss heavily when “a quake” is compared

to economic crisis

Three attributes are applied in creating a metaphoric term in finance and bankingare EXPLODING, HEATING, and LARGE IMPACT (negative impact) Ineconomics, EXPLOSIVE metaphor is used to aim a consequence after suffering along-term period or an unstable development

E.g “mortgage balloon” “bom hẹn giờ nợ công” (bad debt ticking time bombing),

“boom” (bùng nổ) “shoot up” “meltdown” “phát triển quá nóng” “thị trường cho vay nóng lên”

In finance and banking, it is a real WAR with having “blocking,” “surrendering,”

“liberty” “chaos” “hidden basement of enemy” too

Also, some finance and banking metaphors are like war strategies

E.g “án binh bất động” (take no action) “hồi mã thương”

Especially “hồi mã thương” is a war strategy in ancient Chinese war so it’s hard to

find another similar one in English

There are 13 English metaphors and 6 Vietnamese ones And they are divided intosmaller subparts:

Many metaphor use image of A SHIP to express:

E.g “ăn mòn lợi nhuận” (“profit corrosion”) “thả nổi tỉ giá” (floating the rate)

“wage drift” “dirty float” “sinking fund” (quỹ phòng ngừa rủi ro)

“Floating” “be corroded” by salt water, maybe “sink” or “drift” are attribute of aship and it is applied in finance and banking

Also, CYCLING shouldn’t be missed in this part

E.g “hãm phanh” (apply/put the brake on price decline) “giá vàng lao dốc” “đứt

phanh” “brake” “slip”

Shenker-Osorio (2008) said “The most fundamental thing we know about vehicles is

that they have drivers The idea of a whole bunch of unmanned vehicles on the road [ ] That's how you have crashes." So a car crash happens when lacking controlling

and hitting a block or something hard damaging the riders and preventing frommoving on Similarly, when a collapse of gold price happens, there is a fall instead of

an increase of gold price, and it impacts on speculators as “riders” on the road

E.g “gold crash”

Besides, there are other metaphorical terms using ACCIDENT as SOURCE

DOMAIN such as “gold slump” “slip” “nosedive” “free-fall” (rơi tự do)”drop”

There is only English term using BANDWAGON while there is no Vietnamese term using it

E.g: “bandwagon effect”

The first definition of “bandwagon” by Oxford is “a wagon used for carrying a

band in a parade or procession.” Therefore, “bandwagon effect” is a psychological

phenomenon whereby people do something primarily because other people are doing

it, regardless of their own beliefs, which they may ignore or override The bandwagoneffect has wide implications, but is commonly seen in consumer behavior It is like

term “animal spirit” (tầm lý bầy đàn) which get more involvement from many people

doing something popular

5 English metaphors and 2 Vietnamese metaphors use MACHINE as SourceDomain

The idea that MACHINE is SOURCE DOMAIN is not new Prior this paper, Marx

Birder (2011) claimed that “One of the most pervasive false metaphors in economics is

the economy as machine.”

E.g “bôi trơn dự án” “fuel” “siphon the money” (bòn rút tiền) “active money”

“rocket”

“Bôi trơn” is to maintain machine, “siphon” is movement of liquid inside a shaped container; also machine itself is called “active” if the machine work well With those found examples, it is true when Johnson, Lakoff (1980) suggested in his

tube-book that "Communication is not what one does with the machine, but is the machine

itself."

There are 11 English samples and 4 ones using HOUSE metaphor

E.g “giá trần” (“ceiling price”) “sàn giao dịch” (“exchange floor”) “cấp tiền qua

cửa sau” (“backdoor fancing”) “room” “goldbrick share” “lock profit” “close”

Many parts of a house uses in economic terms such as “ceiling,” “floor,”

“backdoor,” “brick,” “niche,” “room,” etc And they and the original words share the

similarity of SIZE or POSITION

There are 20 English samples and 13 Vietnamese

Firstly, metaphor uses HUMAN RELATION as Source Domain

E.g “Công ty mẹ” (holding comapny) “công ty con” (affiliated company)

It is based on close relationship between a mother and a child A child is so tender

so he/ she still depends on his/her mother Therefore, it is interpreted that a subsidiary

company or daughter company is a company that is completely or partly owned andpartly or wholly controlled by another company that owns more than half of thesubsidiary's stock.

The second source domain in this part is HUMAN ACTION

E.g “money laundering” “nhịn chi tiêu” (abstinence)”lạm phát leo thang”

(inflation escalation) “lãi suất qua đêm” “graduated interest”

Thirdly, based on HUMAN CHARACTER, there are some metaphorical terms

E.g “Nợ xấu” (bad debt) “easy money”

Next, HUMAN FEAR can be a Source Domain

E.g.: “ngáo ộp nợ công”

In Vietnamese, “ngáo ộp” is a threat to children So it may be considered to be

danger

Or metaphor applies HUMAN BODY as source domain HUMAN BODY - itself,

by implication, economies - are largely self-regulating, hence "It is best left on its own,except in cases of dire emergency," Shenker-Osorio (2008) explained

E.g “tế bào thị trường” (“market cell”)

Another type is HUMAN SPORT

E.g “bật nhảy” “nhảy vọt” (“jump”) “mất đà” “dive”

In addition, FOOD is other source domain

E.g “thèm” “miếng bánh bất động sản”

4.2.10 FORCE

While there is only English metaphorical term using Force as Source Domain, there

are 4 Vietnamese ones With example of “Đòn bẩy tài chính”(financial leverage), SOURCE DOMAIN is force of repulsion Or with “debt burden,” debt becomes a

burden on debtor’s shoulders Or in “Ease the monetary grip,” monetary policy

becomes a grip curbing freedom of running business “Siết chặt/ thắt bớt lợi nhuận”

(squeeze profit), “loose” are good examples for PRESSURE as source domain