Đối chiếu ẩn dụ ý niệm trong quảng cáo tiếng việt và tiếng anh tt tiếng anh

Research objectives The thesis aims to study conceptual metaphors in Vietnamese and English ads so as to identify similarities and differences between them and reason these similarities

GRADUATE ACADEMY OF SOCIAL SCIENCES

-

NGUYEN THI LAN PHUONG

A CONTRAST OF CONCEPTUAL METAPHORS

IN VIETNAMESE AND ENGLISH

VIETNAM ACADEMY OF SOCIAL SCIENCES

GRADUATE ACADEMY OF SOCIAL SCIENCES

VIỆN NGÔN NGỮ HỘC VIỆN KHOA HỌC XÁC HỘI VIỆT

NAM

Supervisor: Prof.Dr Nguyễn Văn Hiệp

The thesis is to be defended at Academy-level Assessment Council,

organized at Graduate Academy of Social Sciences, Academy of Social

Sciences in 477 Nguyễn Trãi, Thanh Xuân, Hà Nội

At (time)

Search for the thesis available at:

- Vietnam National Library

- The library of Graduate Academy of Social Sciences

INTRODUCTION

1 RATIONALE

Advertising is an indispensable promotion tool in the current competitive market To create a sustainable position in the mind of target customers, enterprises not only need to create good products but also have to communicate the benefits of products to customers (Kotler P and Amstrong G., 2012) How to create impressive advertisements (ads) is an important question that all enterprises need to seek the answers to

Capable of orienting thoughts, urging impacts and creating impressions, conceptual metaphors are an useful tool for advertisers as “An appropriately selected metaphor may work wonders in promoting the sale of an item” (Kövecses, 2002) Therefore, metaphors are widely used in ads

By the time of this research, there have been quite a few foreign studies on metaphors in ads with many conclusions of good theoretical and practical values However, the number of studies in Vietnam remain limited, particularly, there has yet been any study on conceptual metaphors in ads

Therefore, the PhD thesis on “A Contrast of Conceptual Metaphors in

significance

2 RESEARCH OBJECTIVES AND TASKS

2.1 Research objectives

The thesis aims to study conceptual metaphors in Vietnamese and English ads

so as to identify similarities and differences between them and reason these similarities and differences on the bases of linguistics, culture and national thought

2.2 Research tasks

(1) Generalizing theories of conceptual metaphors and related concepts;

(2) Researching conceptual metaphors in Vietnamese and English ads: what metaphors are used, how often they are used, on what bases they are built;

(3) Compare metaphors in Vietnamese and English ads to identify similarities and differences and explain for similarities and differences on the bases of culture, linguistics and national thoughts

3 RESEARCH SUBJECT AND SCOPE

4 RESEARCH METHODS

4.1 Research methods

The thesis employed the methods of discourse analysis, description, compare and contrast and the techniques of concept analysis and statistics It also used interpretation and inductive approaches to get research findings

4.2 Research data

Research data included 400 ads (200 Vietnamese and 200 English) collected from various sources by quota sampling method to guarantee equal quantities of ads in each product group between the two languages Collection time lasted from October 2016 to April 2017 with ads shown since 2000 to ensure their novelty

5 CONTRIBUTIONS OF THE THESIS

5.1 Theoretical contributions

By generalizing fundamental concepts of Cognitive Linguistics and conceptual metaphors, accumulating previous theoretical grounds, via intensive research of metaphors identified in the research material and seeking grounds for similarities and differences in conceptual metaphors between the two languages, the thesis supplements and clarifies the distinctive features of Vietnamese and British cultures

in the research area of advertising, thereby contributing to theoretical grounds of conceptual metaphors in general and conceptual metaphors in advertising in particular

5.2 Practical contributions

The thesis has built up hierarchical diagrams of structural metaphors, ontological metaphors and orientational metaphors; contrasted their frequencies, mappings and cultural features; discussed and explained the similarities as well as differences in the metaphorical al systems between the two languages based on cultural and national identities This provides language learners, teachers and translators with a new look on the thinking modes of the world of Vietnamese and British people and the reflections of these thinking modes in the research area of advertising

The thesis has identified kinds of metaphors and their frequencies in ads and discussed the roles of metaphors in advertising discourses This is a basis of references for advertising designers to create impressive, memorable ads to their target customers so as to realize production promotion goals

6 SIGNIFICANCE OF THE THESIS

6.1 Theoretical significance

The research findings help to clarify concepts, features of conceptual metaphors, the relationships between metaphors and thoughts, culture, which contributes to affirming and promoting the development of this advanced linguistic theory Via comparing Vietnamese and English ads to identify the impacts of culture and society on the thinking modes of conceptual metaphors, the thesis helps

to deepen universal views, at the same time enrich cultural and national characteristics in the research on cognitive linguistics

6.2 Practical significance

With figures on the frequencies of metaphors and discussions on their mappings and roles in ads, the research findings serve as a foundation for advertisers to write creative, impressive and effective ads to influence customers’ buying decisions Likewise, via analyzing and comparing the mappings of metaphors found in the ads of the two languages, the thesis can be used in different aspects of linguistics, including translation and language teaching

7 ORGANIZATION OF THE THESIS

In addition to Introduction, Conclusion, Appendix and Reference, the thesis is structured into 4 chapters:

Chapter 1: Research history and Literature review

Chapter 2: A Contrast of Structural Metaphors in Vietnamese and English advertisements

Chapter 3: A Contrast of Ontological Metaphors in Vietnamese and English advertisements

Chapter 4: A Contrast of Orientational Metaphors in Vietnamese and English advertisements

CHAPTER 1: RESEARCH HISTORY AND LITERATURE REVIEW 1.1 Research history

1.1.1 Research on conceptual metaphors

1.1.1.1 International research on conceptual metaphors

Cognitive linguistics started to be researched in 1950s but did not become

popular until 1908s with the historical work by Lakoff and Johnson titled Metaphor

life, not just in language but in thought and action” This has expanded the scope of research on metaphors beyond those in linguistics to minds, opening the gate to discovering the process of human’s thinking and recognizing of the world Research on metaphors has since then spread to other fields of philosophy, logics, psychology and neurology

Over the time, researchers have developed and completed views on metaphors

in connection with thought (Schon, 1979); based on body experience (Lakoff and Johnson, 1980); in the establishment of human conceptual system and structure of language (Lakoff, Johnson and Kövecses, 1980) By late 1980s, in 3 fundamental works of conceptual metaphor theories, Lakoff, Johnson and Langacker presented

2 conceptual structures on linguistic explanation and application, including image schema, metaphorical structures and their foundations Later, metaphor theories have expanded and affirmed the links between conceptual metaphors and neuro theories (Joe Grady, 1997); imaginary mind space and neuro linguistics

(Fauconnier G and Turner M., 2002) and the roles of metaphors as a tool of thoughts and cognition of humans about the external world (Evans V and Green M., 2006)

Research on metaphors in the world recognize the names of G Lakoff, M Johnson, Z Kövecses, G Fauconnier, M Turner, C Fillmore, J.E Grady, M Green, R.W.Langacker, etc who, by creating core theories of conceptual metaphors, have laid firm foundations for later studies

In addition to developing metaphor theories, later researchers have investigated the application of conceptual metaphors in various aspects including politics, economics, environment, education, emotions, space, time, sex, etc., creating novelties that traditional research of metaphors did not cover

The first cognitive research in Vietnam was conducted by Nguyễn Lai in 1990 although the author did not term “cognitive linguistics” Officially, cognitive

linguistics was first covered in Ngôn ng ữ học tri nhận - Từ lý thuyết đại cương đến

chép và suy nghĩ by Trần Văn Cơ (2007) These can be considered the two works

which lay foundation for research on cognitive linguistics in Vietnam

Later research has identified the nature of metaphors with different views from traditional belief, which consider metaphors as the transformation of meanings based on the accounts of features and characteristics of things (Nguyễn Đức Tồn, 2007) or metaphors are created by classification (Phan Thế Hưng, 2007) Metaphors are then researched from the different angles of space (Nguyễn Đức Dân, 2009; Nguyễn Văn Hiệp, 2012) or time (Nguyễn Hòa, 2007; Nguyễn Đức Dân, 2012) Researchers also study the application of metaphors in various aspects such as human emotions and sentiment, art works, human organs or conceptual metaphors used in discourses of economics, culture, plants, food, marriage, life, love, etc., helping to enrich the theoretical and practical foundations for conceptual metaphors

1.1.2 Research on conceptual metaphors in advertisements

1.1.2.1 International research on conceptual metaphors in advertisements

There has been lots of research in the world on conceptual metaphors in ads, focusing on the 4 main contents as follows:

effects of metaphors on different product groups such as consumption goods, food (Baek Y., 2008; Yu C., 2009; Ruiz J.H., 2006; Svaziene L., 2010) of different kinds

of metaphors such as visual and verbal metaphors (Janos M., 2014; Zhang X and Gao X., 2009; Li D & Guo Q., 2016) and affirms the positive impacts of metaphors

on communication power of ads by making them attractive, impressive and memorable

Secondly, regarding metaphors used in ads, researchers have identified a great variety of metaphors based on different sources (Ágnes A., 2009; Yu C., 2009; Ruiz J.H., 2006; Svaziene L., 2010)

approach, but using the classifications of Lakoff and Johnson that the thesis also applies, Morris P.K and Waldman J.A (2011) concludes that ontological, structural and container metaphors are used more commonly in visual and textual ads, orientational metaphors are used less commonly in textual ads and not used in visual ads

opposite views Some believe that cultural differences have led to differences in the ways metaphors are founded (Morris P.K & Waldman J.A., 2011; Li J & Rodriguez L., 2015) while others claim that in essence, conceptual metaphors stem from people’s thoughts of things, so there are hardly differences in accordance with culture (Li D & Guo Q., 2006)

1.1.2.2 Vietnamese research on conceptual metaphors in advertisements

Research on this subject remains quite limited in Vietnam About advertising language, there are studies by Mai Xuân Huy (2001) examining the features of advertising discourses from communication perspective; Phạm Thị Cẩm Vân (2003) researching linguistic styles of ads and Trần Thị Thu Hiền (2013) investigating linguistic styles, pragmatics, functions and vocabulary used in ads Regarding the use of metaphors in ads, a study by Nguyễn Thị Chi Mai (2010) compares conceptual, mixed and new metaphors in English advertising slogans from pragmatic aspect and concludes that metaphors are the most common tools and among 3 kinds, ontological is the most popular, structural and orientational metaphors have the same frequencies

As to conceptual metaphors in ads, there are two studies by Huỳnh Trung Ngữ (2010) and Phạm Thị Hằng (2012) Ngữ compares conceptual metaphors in English and Vietnamese advertising slogans He identifies 17 sources and examines the frequencies of 3 kinds of metaphors: ontological metaphors are used most commonly in English ads while structural metaphors are most popular in Vietnamese Meanwhile, Hằng studies conceptual metaphors in advertising discourses and concludes that metaphors are a common tool in slogans; among 3 kinds, ontological are the most common, followed by structural and orientational metaphors

It can be said that research on conceptual metaphors in Vietnamese has created quite diverse theoretical and practical grounds, but the number of studies is limited Particularly, there has not been a comprehensive contrast of conceptual metaphors

in ads between the two languages This poses ‘research gaps’ that the thesis is expected to fill in

1.2 Theoretical grounds

1.2.1 Theoretical grounds on conceptual metaphors

1.2.1.1 Different views of metaphors

based on the similarities between subjects Metaphors are distinctive characteristics

of linguistics, the property of words

reasoning Metaphors are closely linked with spiritual and cultural characteristics of humans

1.2.1.2 Definition, grounds and features of cognitive metaphors

terms of another conceptual domain via systematic mappings between the two domains to create a cognitive model to understand the target domain more effectively” (Lakoff và Johnson, 1980)

pre-existing similarities, metaphors are founded on the basis of (1) correlations in

and (2) perceived structural similarities: non-objective similarity as perceived by

speakers of the two subjects

university-directional; (2) hiding and highlighting; (3) systematic; (4) hierarchical; (5) universal; (6) cultural variations and (7) cultural coherence

1.2.1.3 Related concepts to metaphors

human interacts with the surrounding environment and perceives objective world in their subjective manners (Trần Văn Cơ, 2007)

transforming consciousness from emotional to physical, from observation to abstraction It structures aspects in human’s experience and transfer them to linguistic aspects (Nguyễn Thiện Giáp, 2014)

world based on similarities from what humans perceive and experience about these subjects rather than the subjects themselves (Evans and Greens, 2006)

humans based on their own experience to understand and interact with the surrounding world (Evans and Greens, 2006)

members (Evans and Greens, 2006)

conceptual entities, characteristics and relations (Langacker, 1987)

Source and target domain: Source domain (SD) is a domain from which metaphorical expressions can be drawn to understand another domain; target domain (TD) is a domain which can be understood via the use of SD (Kövecses, 2002) SD is usually specific, apparent and conceptualized in people’s mind while

TD is often abstract, diffuse and lack clear delineation, therefore mapping it to SD makes it easier to understand TD

source and the target, therefore understanding conceptual metaphors is enabled by analyzing the mappings between SD and TD (Kövecses, 2002)

establish their conceptual system and thought (Lakoff and Johnson, 1987)

experience, repeated on the ground of natural essence of the body and their functions in the environment (Lakoff, 1987)

1.2.1.4 Classifications of conceptual metaphors

The thesis follows the classifications proposed by Lakoff and Johnson:

(TD) is understood via the structure of another word/expression (SD) SD provides

a relatively rich knowledge structure for TD via the mappings between elements of the two domains

experiences as tangible, material entities to facilitate our understanding of these abstract concepts

another but organize the whole system of concepts in correlation with each other Orientational metaphors are established on the basis of human’s physical and cultural experiences

Notably, even Lakoff and Johnson also affirm that these classifications are artificial All metaphors are structural (as shown in the mapping of one structure onto another); all metaphors are ontological (as shown in the way they create source-target entities) Therefore, in this thesis, the classifications of identified metaphors into three kinds only aim to make thesis organization clearer rather than

to compare three kinds statistically

1.2.1.5 Metaphors Identification Procedures (MIP)

The thesis employs MIP proposed by Pragglejaz with the 4 following steps: 1) read the ads to establish the general meanings; 2) determine lexical units likely to

be metaphors and related words; 3) determine expressions containing metaphorical words, mapping onto domains to identify SD and TD, establish whether the expressions are metaphorical expressions; 4) mark the lexical unit as metaphorical

1.2.2 Theoretical grounds on contrastive linguistics

1.2.2.1 Definitions of contrastive linguistics

Contrastive linguistics is a branch of linguistics aimed to “compare two or more languages to establish the similarities and differences, regardless of their origins and types” (Bùi Mạnh Hùng, 2008) Contrastive linguistics plays an important role in researching national and cultural characteristics and explains matters in cognitive linguistics

1.2.2.2 Aspects and degrees of contrast

Basically, there are 4 aspects of contrast: (1) contrast phonetics; (2) contrast vocabulary; (3) contrast grammar; (4) contrast pragmatics and two degrees of

contrast: (1) micro and (2) macro (Bùi Mạnh Hùng, 2008)

This thesis chooses to contrast in vocabulary (in metaphorical entailments) at macro degree (contrast conceptual metaphors in Vietnamese and English ads based

on the two cultural – national foundations)

1.2.2.3 Approaches and steps of contrast

Generally, there are two approaches to a linguistic contrast study: (1) two-way contrast and (2) one-way contrast (Bùi Mạnh Hùng, 2008)

This thesis applies two-way contrast The subject of contrast is conceptual metaphors in ads Contrasted languages are Vietnamese and English Contrast criteria include frequencies, mappings and cultural and national characteristics which affect these metaphors Steps of contrast include describing conceptual metaphors in ads in each language, then contrast to identify the similarities and differences

1.2.3 Theoretical grounds of Vietnam and English culture

Culture is a broad concept with many aspects including traditions, custom, lifestyle, behavior, etc It is also a moving concept as cultural values keep changing over time, especially in the context of globalization This thesis uses 4-cultural dimension model by Hofstede and the views of other scholars (Trần Ngọc Thêm,

Lê Văn Toan, Trần Quốc Vượng and O’Driscoll) as the foundation to explain the differences between the two cultures

1.2.4 Theoretical grounds of Advertising

1.2.4.1 Definition of advertising

According to Kotler P and Amstrong G (2012): “Advertising is the personal presentation and promotion of products via mass media with clearly-identified advertising costs”

non-1.2.4.2 Features of advertising from linguistic perspectives

Language of advertising is chosen to draw the attention of audience, encouraging them to remember the delivered messages (Cook, 2006) Language of advertising has the following features:

usually short, have rhythms and make use of idioms; about figurative language, ads

often use comparison, metaphors, repeated words, hyperbole, contrast, word play

(Phạm Thị Cẩm Vân, 2003); about sounds, ads often use rhythms, alliteration,

onomatopoeia; about lexical units, the widely-used kinds of words are pronouns, self-created words, quantifiers, adjectives, verbs; at syntax level, ads use many daily expressions, imperatives, irrogatives, idioms, ellipsis, parallel, repetition; at

hyperbole, antithesis are popular tools (Duboviciene T and Skorupa P., 2014)

1.2.4.3 Classifications of ads and features

There are many kinds of ads, depending on the classification criteria In this thesis, national and international ads, consumers-oriented ads, product ads and commercial ads of three means of media are chosen as they account for a considerable proportion in product promotion

Chapter 1 summary

A review of previous studies reveals an enormous volume of foreign research with many valuable conclusions about the roles, frequencies, kinds and cultural effects of metaphors In Vietnamese, this subject remains new and limited in both quantity and research content, leaving some research gaps which this thesis aims to fill in To lay foundations for the contrast of metaphors in Vietnamese and English ads, theories of conceptual metaphors, contrast linguistics, culture and advertising are presented in this Chapter

Chapter 2: A CONTRAST OF STRUCTURAL METAPHORS IN VIETNAMESE AND ENGLISH ADVERTISEMENTS

2.1 Overview of structural metaphors in advertisements

The thesis identifies 7 structural metaphors built on 7 source domains (Figure 2.1)

Figure 2.1 shows that

PRODUCTS ARE HUMAN is

the most common while

PRODUCTS ARE WONDERS is

the least popular Clearly, as

humans are familiar concept, it is

used more frequently than other

domains

Fig 2.1: Frequencies of structural

metaphors

Figure 2.2 outlines

the hierarchy of

identified structural

metaphors It can be

seen that HUMAN is

the most hierarchical

BODY SHAPE CHARACTERISTICS EMOTION ABILITIES ACTIVITIES BODY ORGANS ACTIVITIES RELATIONSHIPS EMOTION STRENGTH FIGHTING WEAPONS TACTICS VICTORY PRACTICE COMPETE VICTORY

DEPARTURE - DESTINATION

MOVEMENT JOURNEY

VALUABLE OBJECT

GIVING

TASTE INGREDIENTS EATING LIGHT VITALITY FUEL MISTERY DISCOVERY

Figure 2.2: Hierarchy of structural metaphors in Vietnamese and English advertisements

BATTLE

EMOTION

HEALTH FUNCTION

2.3 Contrasting structural metaphors in Vietnamese and English ads

2.3.1 Metaphor PRODUCTS ARE HUMAN

PRODUCTS ARE

HUMAN is the most

popular metaphor found

products Abilities  Product’s functions Activities  Product’s activities Body organs  Product’s parts Each mapping of the metaphor PRODUCTS ARE HUMAN is described in terms

of frequencies and cognitive model in the thesis report A comparison of the frequencies between the two languages shows the similarities in the quantity of ads and metaphorical expressions, but the numbers of metaphorical entailments and their frequencies in 5 out of the total 6 metaphors in Vietnam are higher than those in English

In terms of mappings, there are absolute similarities in both high and low levels: each mapping used to correspond to the target in Vietnamese is found in English Many metaphorical entailments describing shapes, emotions, activities and abilities are identical between the two languages, illustrating the universal feature

of conceptual metaphors

In cultural features, firstly, the dominance in the number of Vietnamese

entailments over English shows the diversity in lexical units and the ways of expressions emphasizing details by Vietnamese people This difference partly

stems from the Vietnam’s collectivism where close interactions among people in the community create Vietnamese people the habits of detailed observations (Trần Ngọc Thêm) while individualism culture of Britain highly appreciate independence,

so each member only cares about his own business

ngấn (long slim neck) [V85], the Vietnamese advert illustrates the fragile beauty of

oriental women while sexy in [A87] reflects the open views of Westerners Or the images of oai phong, m ạnh mẽ (strong and courageous gentlemen) in Vietnamese

ads show the attitudes of a society which highly appreciate men while similar entailments are not found in English

Vietnamese people use lòng (intestine) while British use tim (heart) as in the following ads “Trao tấm lòng, gửi vị ngon” [V14] - “Track life right down to your

phố” [V97] - “Luxury in the heart of the city” [A110] Perhaps the objective and logical ways of thinking as affected by masculism culture of British people have

created the habits of emphasizing accuracy and specificity (heart is a specific organ)

while feminism causes Vietnamese people to look for neutral expressions (for

Vietnamese, lòng refers to different body organs such as heart, liver, lungs, etc.)

PRODUCTS ARE HUMAN has 3 low-level metaphors as follows:

2.3.1.1 Metaphor PRODUCTS ARE FRIENDS

PRODUCTS ARE

FRIENDS is used in 94 ads

(23.50%) to describe the close

ties between products and

customers The quantity of this

metaphor is presented in Table

2.3 of the thesis and mappings

relations  Relations between products & friends Friends’

emotions  Emotions created by products Each mapping of the metaphor PRODUCTS ARE FRIENDS is described in terms of frequencies and cognitive model in the thesis report A comparison of frequencies between the two languages shows the similarities in the quantity of ads metaphorical expressions The number of metaphorical entailments is quite similar although a little bit higher in Vietnamese

In terms of mappings, there are similarities in each group of metaphors The uniformity in the concepts of activities, relations and emotions between friends can

be attributed to these similarities