政治与商业演讲中概念隐喻语言特色比较分析

Abstract

Metaphorhasalwaysbeenaheatedtopicunderdiscussionforlinguistic

studies.Uptonow,researchershaveestablishedvarioustheoriesaboutmetaphor.

Amongthestudiesofmetaphor,thereisnosystematiccomparativestudyof

conceptualmetaphorsinpoliticalorationsandcommercialspeeches.Therefore,

thisthesismadeacomparativestudyofconceptualmetaphorscommonlyapplied

inpoliticalorationsandcommercialspeeches.

Themainaimofthispresentstudyistoanalyzevariousconceptual

metaphorsusedinpoliticalorationsandcommercialspeeches,discusstheir

functions,comparetheirsimilaritiesanddifferencesbothinworkingmechanisms

andinfunctions,andexploretheirrelationship.

Theauthorfindsoutthatmetaphoricallanguageispowerfulinconstructing

ideologiesbothinpoliticalorationsandcommercialspeeches.Thespeakers

usuallyusetheconceptualmetaphorsintheirspeechestoexpressthemselves

vividly.Theconceptualmetaphorsusedinpoliticalorationsandcommercial

speecheshavealotofsimilarities,however,thetypesofconceptualmetaphorand

thewordsappliedintheconceptualmetaphorsalsohavesomedifferences.The

authorhopesthatthefindingswillshedlightonfuturemetaphorstudiesespecially

onthestudywhichcomparesorcontainsmetaphorsinpoliticalorationsand

commercialspeechesaswellasonthefuturemetaphorteachinginschools.

Keywords:conceptualmetaphor;politicalorations;commercialspeeches;

comparativestudy

摘要

隐喻一直是语言学研究的一个热点。至今隐喻研究已取得了大量成果,

建立了多种隐喻理论，隐喻在许多具体领域的研究也得到了开展，但目前还

没有专门针对政治与商业演讲中概念隐喻语言特色的对比研究，因此，本研

究将对此问题进行一次尝试性的研究。

本文的主要目的是对多种在政治与商业演讲中出现的概念隐喻进行分

析，并对其功能、运用机制及功能的相似处及其区别以及概念隐喻在两种领

域之间的联系进行探究。

作者发现概念隐喻对于政治与商业演讲中意识形态的构建有着极其重耍

的作用，演讲者常常喜欢使用概念隐喻使自己的表达更加生动形象。政治与

商业演讲中使用的概念隐喻有着很多相似处，但是在概念隐喻的种类以及词

汇的使用上也有着差别。作者希望本文能为未来概念隐喻的研究者有所启发,

尤其是在政治与商业演讲中概念隐喻的对比研究以及未来学校隐喻教育方面

有所启迪。

关键词：概念隐喻；政治演讲；商业演讲；比较研究

Contents

I.Introduction1

II.LiteratureReview5

2.1ResearchesonConceptualMetaphor5

2.2MetaphorizationinPoliticalOrations6

2.3MetaphorizationinEconomicField8

2.4ClassificationsofConceptualMetaphor10

2.4.1StructuralMetaphor10

2.4.2OntologicalMetaphor11

2.4.3OrientationalMetaphor12

III.MethodologyoftheStudy13

3.1DataCollection13

3.2TheCriteriaofMetaphorIdentificationAppliedintheStudy14

3.3ResearchProcedure15

IV.ComparativeAnalysisofConceptualMetaphor16

4.1ComparativeAnalysisinStructureMetaphor16

4.1.1POLITICISAJOURNEY16

4.1.2ECONOMYISAJOURNEY18

4.2ComparativeAnalysisinOntologicalMetaphor21

4.2.1POLITICISAHUMANBEING21

4.2.2ECONOMYISAHUMANBEING23

4.4ComparativeAnalysisinOrientationalMetaphor26

4.3.1OrientationalMetaphorinPoliticalOrations26

4.3.2OrientationalMetaphorinCommercialSpeeches27

V.Conclusion30

WorksCited32

I,Introduction

Metaphorstudyhasalonghistory.Variousmetaphortheorieshavebeen

establishedandappliedtovariousfields:linguistics,rhetoric,philosophy,politics,

andsoon.In1995,Radmanputforwardthetermttmetaphorology,\whichmeans

thatmetaphorstudyhasbecomeanindependentdiscipline.

LakoffandJohnsonexplorethecognitivenatureofmetaphorinthe1980s

andproposetheconceptualmetaphortheory.Accordingtothem,metaphorisa

cognitivetool:humanconceptualsystemismetaphoricallyconstructed;metaphor

existsineverydaylanguage.Sincethen,alotofscholarshavebeenstudying

metaphorsinvarioustypesofdiscourse.

Alotofresearcheshavebeendoneonmetaphorineitherpoliticalorationsor

commercialspeeches;however,mostofthemaredoneindependentlyconfinedto

onefield.Thisstudynotonlycombinescognitivelinguisticsandfunctional

linguisticstogether,butalsostudiesconceptualmetaphorsinpoliticalorationsand

commercialspeechestogether.Thestudyofconceptualmetaphorisbasedon

LakoffandJohnson'sconceptualmetaphortheory.Theanalyzeddataareselected

fromUSpublicpoliticalorationsandcommercialspeeches.Analysisofthetwo

fieldsofmetaphorwillbedoneonebyone.Thefunctionsofconceptual

metaphorsinUSpublicpoliticalorationsandcommercialspeecheswillbe

1

discussedandcompared.

Theirrelationshipwillbefurtherexplored.Finally,aconclusionwillbe

reached.

Themainaimofthispresentstudyistoanalyzevariousconceptual

metaphorsusedinpublicpoliticalandcommercialspeeches,discusstheir

functionsintheabove-mentionedtypeofdiscourse,comparetheirsimilaritiesand

differencesbothinworkingmechanismsandinfunctions,andexploretheir

relationship.

Alotofresearcheshavebeendoneoneitherpoliticalorationsorcommercial

speeches;however,mostofthemaredoneindependentlyconfinedtoonefield.

Thisstudycombinestheabovetwotogether.Itanalyzesthesame

subject-metaphor,butfromtwodifferentyetsomehowrelatedperspectives.The

conclusionisnewandinteresting.Ontheonehand,metaphorsinpolitical

orationsandcommercialspeechesaredifferent.Theirdifferencesinvolve

studyingfocusandpurposeinpragmatics.Ontheotherhand,metaphorsin

politicalorationsandcommercialspeechesarerelated.Bothoftheminvolve

transferenceofmeaning:theyhavesomefunctionsincommoninUSpublic

politicalorationsandcommercialspeeches:theirworkingmechanismsaresimilar

fromtheperspectiveofcognitivepsychology;theirstudyingfocusesare

2

complementary.Itishopedthattheauthor'sfindingswillshedlightonfuture

metaphorstudiesespeciallyonthestudywhichcomparesorcombinesmetaphors

inpoliticalorationsandcommercialspeechesaswellasonthefuturemetaphor

teachinginschools.

Thewholethesisconsistsoffivechapters.

Thefirstchapteristheintroductiontothewholethesis.Inthischapter,the

aimandsignificanceofthestudyandthegeneralorganizationofthethesiswillbe

putforward.

Thesecondchapterisdedicatedtoliteraturereviewonconceptualmetaphor

studyandmetaphorizationinUSpublicpoliticalorationsandcommercial

speeches.Inthischapter,theauthorwillreviewpreviousresearchesonthetwo

aspectsofmetaphorrespectivelybothinChinaandabroad.Afterthat,areviewof

previousresearchesonmetaphorizationinUSpublicpoliticalorationsand

commercialspeecheswillbegiven.

Thethirdchapterservesasthetheoreticalbasisofthewholethesis.Inthis

chapter,theoriesrelevanttoconceptualmetaphorwillbeintroduced.

Thefourthchapterismainlyabouttheanalysisoftheselectedspeech.The

similaritiesanddifferencesofapplicationsofmetaphorsinUSpublicpolitical

orationsandcommercialspeecheswillbepresentedinthischapter.

3

Thefifthchapteristheconclusionofthethesis.Inthischapter,newfindings

oftheauthorwillbepresented,limitationsofthethesiswillbemadeclearand

pointsforfurtherresearchwillbesuggested.

4

II.LiteratureReview

Metaphorstudyhasahistoryofmorethantwothousandyears.Fromthe

ancientGreecetotheongoingnewmillennium,differentscholarshaveadopted

differentapproachestostudymetaphorfromaccordinglydifferentperspectives,

whichmainlyincluderhetorical,lexical,grammatical,conceptualandtextual,and

quiteafewhaveputforwardtheirtheoriesonmetaphor.Amongthesevarious

perspectives,conceptualmetaphorisoneofthehottestdiscussedtopicsinrecent

years.Thischaptergivesareviewofthedevelopmentofconceptualmetaphor

study,bothforeignanddomestic.Inthefollowingtwosections,areviewof

previousresearchesonmetaphorizationinUSpublicpoliticalorationsand

commercialspeechesisgiven.

2.1ResearchesonConceptualMetaphor

Beforethe1980s,conceptualmetaphorwasstudiedrhetorically,bothin

Chinaandabroad.Itwasviewedasafigureofspeech.Thisperiodstartswith

AristotleinancientGreece.

Inthe1980s,cognitiveapproacheswereadoptedbywesternscholarsin

conceptualmetaphorstudy.Thesebeganwiththeproposalofconceptual

metaphortheory.Ashasbeenmentionedintheintroductorychapter,Lakoffand

5

Johnsonputforwardtheconceptualmetaphortheoryintheirsensational

masterpieceMetaphorsWeLiveBypublishedin1980andexplorethecognitive

toolinsteadofarhetoricaldevice;metaphorexistsnotonlyinliterarylanguage,

butalsoineverydaylanguage.Theytreatmetaphorsasconceptualphenomena

ratherthanlinguisticones.

Eversincethebeginningofthe21stcentury,theresearchesonlexical

metaphorhavebecomemulti-dimensional.Chinesescholarsarekeepingsideby

sidewithforeignonesindealingwithvarioustheories,andtherearecriticismand

rejectionaswellasadmissionanddevelopment.

Beforethe1980s,Chinesescholarsusedrhetoricalapproachesinconceptual

metaphorstudy.Chinesescholarshavebeendedicatedtopublishingarticlesor

bookswiththeirownviewpointswhicharemainlyimportedfromwestern

countriesandwehaven'thadourowntheorysystem.Comparedwithdiversified

conceptualstudiesabroad,thestudyofconceptualmetaphorinChinaisstillatits

preliminarystagewhichdemandsmoreempiricalresearchestotestify,verifyand

developconceptualmetaphortheories.

2.2MetaphorizationinPoliticalOrations

Publicpoliticalorationshavebeenbeingstudiedfromvariousperspectives,

forvariouspurposes,andthroughvariousapproaches.StudyingUSpublic

6

politicalorationsfromconceptualmetaphorsaspectbeganjustthreedecadesago.

ItwasstartedwiththepublicationoftheworksMetaphorsWeLiveByin1980.In

thisbook,LakoffandJohnsongavealargenumberofexamplesthat“metaphor

playsacentralroleintheconstructionofsocialandpoliticalreality^^(Lakoffand

Johnson4).

EversinceLakoffandJohnsonputforwardstheconceptualmetaphortheory

in1980,lotsofscholars,bothwesternandeastern,havebeenstudyingconceptual

metaphorinUSpublicpoliticalorations.

Inthewest,Wilson(10-22)looksattheuseofmetaphorsinUSpublic

politicalorationsfromtherelationshipbetweenlanguageandcognition.

BeerandLandtsheer(158-59)editedthebookCorpusApproachtoCritical

MetaphorAnalysiswhichcontainsmanyarticlesbymanyauthorsonconceptual

metaphorsinvariousareasofpoliticalworldsuchasdemocracy,warandpeace.

Accordingtothem,“worldmetaphorsaremetaphoricallyimaginedand

articulatedinmanypoliticalissues”.Charteris-Black(35-38)makesuseof

quantitativeapproachtocriticallyanalyzeconceptualmetaphorinvariousfields

includingUSpresidentialinauguraladdresses.Hedescribesacriticalapproachto

studyconceptualmetaphorindetail,thatis,metaphoridentification,metaphor

interpretation,andmetaphorexplanation.

7

InChina,SunYanshu(111-12)talksaboutthreefunctionsofconceptual

metaphorinUSpublicpoliticalorations,namely,informationfiltering,inspiring

andpersuading,andcommunityunifying.

ShuJinxing(15-19)attemptstolookintothemetaphoricalthoughtsinUS's

diplomaticpolicyafter9.11AttackonAmerica,whichisundergoingaprofound

change.

2.3MetaphorizationinEconomicField

Also,sincethepublicationofMetaphorsWeLiveBywhichprovidesusa

newwaytostudymetaphorfromacognitiveperspective,agreatmany

monographsandperiodicalsspringupallovertheWorld.Intheeraofeconomic

globalizationandwiththeimprovementofeconomicstatus,thestudyof

economicfieldattractsattentionsofeconomistsandlinguists.Butduetoplentyof

unfamiliarjargonsthataredifficulttounderstand,agreatnumberofdiverse

metaphorsareutilizedintheeconomicdiscourse.Therefore,amulti-disciplinary

studyofmetaphorintheeconomicfieldrevealsaflourishdevelopmenttrend.

ItisHenderson(18)whostartsthediscussionontheuseofmetaphorinthe

economicdiscourse.WithotherscholarsMeClosky,Hewings,etc,hepavesaway

forthefurthermetaphorstudyintheeconomicdiscoursefromarhetorical

perspective.

8

Boers(137-47)adoptsconceptualmetaphorasthecognitivesemantictoolto

approvethatdiversemetaphoricalexpressionsareavailabletoanauthorto

describeagiveneconomicreality,andtheauthor'schoicemayreflecthis

conceptionofthatreality.

Alltheabovearethestudiesofmetaphorintheeconomicfieldabroadwhich

emphasizetheimpactthatmetaphorshaveoneconomy.However,metaphorstudy

ineconomicfieldinChinahasnotshiftedtothecognitivestudyuntilthemiddle

of1990s.Therelatedstudiesathomeareclassifiedintothestudyofmetaphor

itself,thetranslationstudyofmetaphor,thecomparativestudyofmetaphorand

theteachingstudyofmetaphorintheeconomicfield.

LiMing(25-28)makesastudyofmetaphorapplicationintheeconomic

discourseandclaimstheimportantrolethatmetaphorhasplayedintheeconomic

field.LiangGaiping(4-9)statestheimportanceofmetaphorintheeconomicfield

throughdataanalysis.ChenZhendongandYangHuijun(7-10)demonstratethe

pervasivenessofmetaphorinbusinessEnglishandapplythetranslationtheories

tothemetaphorinterpretation.ThecomparativestudiesofmetaphorinEnglish

andChineseeconomicfieldsarerelatedwiththecultureofthetwocountries,

whichprovidesmanysuggestionsforinternationalbusinesscommunication.

Allinall,theconceptualmetaphorstudyintheeconomicfieldhasbecomea

hotissueofmetaphorstudy.

9

2.4ClassificationsofConceptualMetaphor

Traditionally,therewerevariouswaysofclarifyingtheconceptualmetaphors.

ButinthisthesiswetaketheLakoffandJohnson*scategorizationasthereference.

IntheirpublicationMetaphorsWeLiveBy,LakoffandJohnsonarguethat,based

uponthesourcedomainstheconceptsrelyon,conceptualmetaphorscanbe

dividedintothreetypes:structuralmetaphors,orientationalmetaphors;and

ontologicalmetaphors(LakoffandJohnson2-200).Thefollowingparagraphswill

analyzethesethreetypesofconceptualmetaphors.

2.4.1StructuralMetaphor

Generallyspeaking,structuralmetaphorisusedtoanalyzetheabstract

aspectsofahighlightedconcept:"Asanimportantformofconceptualmetaphor,

structuralmetaphornotonlyenablesustoorient,referto,andquantifythe

conceptsbutalsoallowsustoapplyahighlystructuredandclearlydelineated

concepttostructureanother^^(LakoffandJohnson61).Inthestructuralmetaphor,

thestructureofabstracttargetdomainisunderstoodbytheuseofthefamiliar

structureofthesourcedomain.Therefore,structuralmetaphorreferstothosein

whichoneabstractconceptismetaphoricallystructuredintermsofanother

concreteconcept,includingthejourneymetaphor,thewarmetaphorandthe

buildingmetaphor.Forexample:

10

(1)TheAmericanpresidentwantstostrengthenthestructureofpeacein

nowadays.

(2)Thetechnologywillpushforwardthehistoryinanincredibleway.

2.4.2OntologicalMetaphor

Ontologicalmetaphorsaredefinedas“waysofviewingcommodities,events,

activities,emotions,ideas,andstates,etc.ashumanbeings,objects,entities,and

substances”(LakoffandJohnson25).Mostoftheontologicalmetaphorsare

formulatedonthebasisofexperienceofphysicalobjects,especiallyourown

bodies.Naturally,partofthehumanbodybecomesthesourcetodescribeatarget

object.Oncewecanidentifyourexperiencesasentitiesorsubstancesorevenour

ownbody,wecanrefertothem,categorizethem,groupthem,andquantifythem

and,bythismeans,reasonaboutthem.Thesub-categoriesoftheontological

metaphorconsistofthehumanbeingmetaphorandtheliquidmetaphor.Hereare

someexamples:

(1)Theeconomicareverysicknow.

(2)PresidentRoosevelthassaidthat“ifthespiritofAmericawerekilled,

eventhoughtheNation'sbodyandmindconstrictedinanalienworld,livedon,

theAmericaweknowwouldhaveperished.”

11

2.4.3OrientationalMetaphor

Orientationalmetaphorsrefertotheconceptualmetaphorsthatare

extensivelyusedtodesignateavarietyofnon-spatial,abstracttargetdomainsin

termsofanunderlyingseriesoforientations."Theyorganizeawholesystemof

conceptswithrespecttooneanother.”(LakoffandJohnson15)Mostofthe

orientationalmetaphorsareconcernedwithsuchspatialorientationsasupand

down,inandout,onandoff,andfrontandback.Themostimportantthinginthis

regardis“ourdirectphysicalexperiencesoflivingonEarth”(Brown38).And

thisexperiencedevelopsintopartofwaysthatweconceiveandconceptualizethe

physicalworld.Forexamples:

(1)Speakup,please.

(2)Keepyourvoicedown,please.

Theauthorchoosesthejourneymetaphors,humanbeingmetaphors,and

someorientationalmetaphorsasexamples.Thedetailedanalysiswillbediscussed

inthefollowingchapter.

12

III.MethodologyoftheStudy

Acceptingtheconceptualmetaphortheoryasthetheoreticalframework,this

thesisadoptsboththequalitativeapproachandquantitativeapproachtomakea

cognitiveanalysisoftheconceptualmetaphorinbothpoliticalorationsand

commercialspeechesfrom2003to2011.Thischapterwillmainlyfocusonthe

methodologyoftheresearchwhichcoversthecriteriaofmetaphoridentification

appliedinthestudy,thedataofthestudyandtheresearchprocedure.

3.1DataCollection

TheUScommercialspeechescollectedinthethesisderivefromthewebsite

ofTheDepartmentofCommerceintheperiodfrom2003to2011whentheworld

hasbeenthroughthemostseverefinancialcrisisandeconomyrecovery.Allthe

commercialspeechesareselectedfromthecolumnofthewebsiteofThe

DepartmentofCommerceabouttheworldeconomyincludingbusiness,finance,

industries,thestockexchangemarket,insurance,investments,etc.TheUS

politicalorationscollectedinthethesisderivefromthespeechesofseveral

Americanpresidents,includingBillClinton,GeorgeW.Bush,andBarack

HusseinObama.

Thereasonforchoosingtheabovedataisthatitistotallyimportant

13

internationalspeechesandaninfluentialbusinesswebsiteincludinginternational

news,worldpolitics,business,financeandeconomy,scienceandtechnology,

cultureandarts.

3.2TheCriteriaofMetaphorIdentiHcationAppliedintheStudy

Thepremiseoftheresearchistoestablishthecriteriaforidentifyingwhether

anexpressionismetaphoricalornot.Thisthesisadoptsthecognitiveapproach

proposedbyLakoffandJohnsontoidentifymetaphorsandthecriterionis

clarifiedasfollows:ifawordoranexpressionthathasaprimarymeaninginone

domainismappedontothetargetdomainofpoliticalorationsandcommercial

speechestodescribeanabstracteconomicorpoliticalphenomenon,itisidentified

asametaphoricalexpression.Forexamples:

(1)Buttheeconomywillstillgetwalloped.

(2)OnDecember16ththeFederalReserveunveiledathree-partassaulton

America'sslumpthatlitupthenewswireslikeapyrotechnicdisplay.

(3)ThestrongercurrencythreatenstheprofitsofJapan?sbigexporters,

contributingtoastockmarketrout,whichinturniswinnowingJapanesebanks*

capital.

(4)Taketheworst-performingstrategy,convertiblearbitrage,whichlostthe

averagefund12%inthemonth.

14

Theboldwords“wallop”and"assault”originallyrefertotheactionsinthe

war,"rout"referstothebadresultofthewarand“strategy''referstothemilitary

meanstostruggleforthevictory,eachofwhichhasaprimarymeaningfroma

physicaldomain“war”todescribetheabstracteconomicsystem.Therefore,all

theaboveexamplesarethemetaphoricalexpressionsoftheconceptualmetaphor

ECONOMYISWAR.

OnthebasisofthiscriteriaproposedbyLakoffandJohnsonandlessons

drawnfromotherscholars,themetaphorsabouttheeconomyandpoliticsinthe

dataaremanuallysearchedandidentifiedbytheauthor.

3.3ResearchProcedure

Theresearchfollowsthethreesteps.

FirstaquantitativestudyonthedatacollectedfromtheUSpublicpolitical

orationsandcommercialspeeches.

Secondly,theconceptualmetaphorsareabstractedfromthedataaccordingto

conceptualmetaphortheory.AccordingtoMetaphorsWeLiveByconceptual

metaphorsinpoliticalorationsandcommercialspeechesaredividedintothree

parts,structuralmetaphor,ontologicalmetaphorandorientationalmetaphor.Inthe

followingchapter,theauthorisgoingtocomparetheseconceptualmetaphorsand

trytofindtheirsimilaritiesanddifferences.

Atlast,theauthorwillpresentthefindingsandsomesuggestionsforfurther

study.

15

IV.ComparativeAnalysisofConceptualMetaphor

4.1ComparativeAnalysisinStructureMetaphor

4.1.1POLITICISAJOURNEY

Journeyissuchawidelyemployeddomainthatmostpeoplearefamiliar

withitandmanypeoplehaveexperiencesofajourney.Onajourney,withthe

helpofaguide,travelersgoforwardsandmanagetoreachadestination,hoping

tosuccessfullyreachthefinaldestination.Intheprocessofajourney,travelers

willconfrontsomeimpediments,andthentheymustunitetogetherandovercome

thedifficultiestoreachthedestination.Therearemanykindsofconceptual

metaphorswhenpeopledescribesomethinginlifesuchasLIFEISAJOUNEY

andLOVEISAJOURNEY.Peoplealwayshaveanassumptionthatwewantto

gettoapredeterminedgoal.

TheconceptualmetaphorhereisPOLITICSISAJOURNEY.Herepolitics

isconceptualizedasajourney.Thefollowingtableisthesummaryofthemapping

ofthisconceptualmetaphor:

Table4.2.1POLITICSISAJOURNEY

SourceDomainTargetDomainLexicalRealizations

GuideAmericaLead,head,leader,etc

16

TravelersNationsFollower,participant,passenger,etc

ImpedimentsDifficultiesandProblemsChallenge,obstacle,setback,etc

WeatherSocialConditionsSunshine,cloudy,wind,etc

Light/FireHopePromise,prospect,wish,etc

DestinationAmericangoalPeace,war,wealth,etc

(1)Andtheworld'sgreatestdemocracywillleadawholeworldof

democracy(Clinton,"SecondInauguralAddressofPresidentWilliamJ.Clinton,“

par.24).

(2)AnaggingfearthatAmerica'sdeclineisinevitable.Weremainayoung

nation...(Obama,"InauguralAddressofBarackObama,"par.5).

(3)...whohavecarriedusthelong,ruggedpathtowardsprosperityand

freedom(Obama,"InauguralAddressofBarackObama,par.10).

(4)Foramewbreezeisblowing,andaworldrefreshedbyfreedomseems

reborn(Bush,"InauguralAddressofGeorgeBush,"par.7).

(5)Thoseidealsstilllighttheworld,andwillnotgivethemupfor

expediency'ssake(Obama,"InauguralAddressofBarackObama,"par.20).

Obama*sInaugurationremarkis“thechangecomestoAmerica”,soit'stime

tochangethedirectionofthejourney.Manynegativeresultshaveshownthat

Americanpeoplehavechosenthewrongroadwhichmayleadtoadeadend,so

17

“thetravelers“shouldturnfromBush'swayandMcLain'swaytoanewdirection

ledbyhimtoembraceanewfuture.Formerpresidentsoftensimplyusetheroad

theywillmarchaheadtogetherasthetargetdomain,butinordertochangethe

currentsituationsinObama'sfieldthereisaclearimageofbendintheroadfor

Americanpeopletoturntoanotherdirectionleadingtohope.

4.1.2ECONOMYISAJOURNEY

Journeymetaphorsareveryproductiveinthecommercialspeeches.The

imageschemaofjourneyisalogicalphysicalexperiencebecausevarious

activitiesinajourneyarecommonlyfinishedinlinewiththerecurringimage

schemaSOURCE-PATH-GOAL.Inthissubsection,fivefundamentaltypesof

metaphorsareclassifiedbasedonthecollecteddata.Thefivetypesandthelexical

realizationsofjourneymetaphorarelistedinthetablebelow.

Table4.2.2TypesofJourneyMetaphorandLexicalRealizations

SourceDomainTargetDomainLexicalRealizations

PathDevelopmentAlongway,path,course,paveway,etc.

DepartureStartingpointStart,initialstage,firststep,etc.

DirectionPurposeMovestowards,headingfor,objective,etc.

MotionProcessStepforward,proceed,goingforward,etc.

18

ObstaclesDifficultiesChallenge,obstacle,upsanddowns,block

(6)Andifourmanufacturersgetseriousaboutmoresustainablyusing

everythingfromwatertolandtoenergy,itwillsavethemmoneyandgoalong

waytowardsmakingthemmorecompetitiveintheglobalmarketplace(Locke,

"RemarksatInternationalTradeAdministration'sSustainabilityandU.S.

CompetitivenessSummit”par.26).

(7)Thebipartisaneconomicstimulusplanisstartingtohaveanimpactand

cameattherighttime(Gutierrez,"'RemarkstotheDetroitEconomicClub,^^par.

3).

(8)That'swhythePresident'sfocusonincreasingeconomiccompetitiveness,

whileenhancingenergysecurity,andconfrontingglobalclimatechangeisthe

rightwaytomoveforward(Gutierrez,"RemarkstotheDetroitEconomicClub,“

par.24).

(9)Thesestepswouldbringusclosertoenergysecurityandhaveapositive

effectonpricesbysignalingtothemarketsthatwearetakingactiontoexpand

supply(Gutierrez,''RemarkstotheDetroitEconomicClub,"par.14).

(10)Whatarethemajorobstaclesfacedbysmallbusinesseswhen

attemptingtoobtainpatentsinforeigncountries(Linck,"Sr.VicePresident,

GeneralCounsel&SecretaryResponsestoQuestions/9par.5).

19

Thesourceofjourneymetaphorderivesfromourphysicalexperienceofthe

processofajourney.Similarly,thedevelopmentofeconomyc