Conceptual Metaphor Analysis in Advertising Slogans about Coffee Brands

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

Critical Metaphor Analysis in Emily Dickinson’s Poems

Critical Metaphor Analysis(CMA)is usually used to analyze metaphors in various discourse to reveal the emotion,attitude and thoughts behind metaphors.In the present thesis,Emily Dickinson’s poems are analyzed in terms of the theory of Critical Metaphor Analysis,which reveals the working mechanism of metaphors,metaphorical implications as well as the cognitive factors behind the choice of metaphors in Emily Dickinson’s poems.

Reaching for the Gold Standard: Metaphors and Good University Teachers

This article considers "good" teachers in the context of current developments in universities in China to reach a "gold standard" of considerably higher and more challenging levels of teaching and learning. We outline this context and consider concepts of good teachers in classical Chinese traditions and more recent Western thinking as a possible dialogue within and between cultures of learning. Using cognitive and cultural linguistic perspectives, we analyze metaphorical concepts of "gold" in "the gold standard" as related to teachers. We report our applied metaphor research which analyzes Chinese students’ expectations, values and beliefs about good university language teachers;this presents a rich picture beyond developing knowledge, skills and understanding to include strong social and moral characteristics. Other aspects which recognize the complexity of "good" teachers show a student appreciation of teachers’ tireless effort, devotion and selfless sacrifice: these aspects are absent in many discussions of good teachers. The participant-centered picture from elicited metaphor analysis is part of students’ "cultures of learning," but this should be developed culturally for the gold standard through further teacher development and student engagement. In line with interaction in cultures of learning, we indicate some classroom ways to extend students’ thinking through scaffolding teacher-student interaction based on textbook activities.

War and liar:a semiotic account of metaphors in the reports on the discharge of Fukushima nuclear-contaminated water in Chinese media

The release of nuclear wastewater by Japan has generated strong opposition from Japanese citizens,governments of neighboring countries,and global environmental advocates.China,representing the concerns of neighboring countries,has underscored the illicit and detrimental nature of this action.This study explores the metaphors employed in Chinese media regarding the discharge of Fukushima nuclear-contaminated water.Based on the self-built corpus,we reveal the rhetorical motives underlying the metaphors,drawing on the framework of critical metaphor analysis.The study centers on two major metaphors-war and liar metaphors-in the discourse of two Chinese official media,China Daily and People’s Daily Online.It is found that according to Chinese media,initiating and protesting the discharge of Fukushima nuclear-contaminated water is a war;and that the Japanese government and TEPCO are liars.The metaphor choices reflect China’s stance of opposition and condemnation against the discharge and its intention of uncovering deceptive and misleading information.

论近十年来国内关于批评隐喻分析的研究

近十年来,国内的批评隐喻研究基本都是基于批评隐喻分析理论,在隐喻识别的方法上主要为人工识别法和计算机技术识别法。研究对象大部分是基于隐喻高密度输出的政治语料,体裁也大都是以演讲之类的劝服功能作为明显的语料,但随着学科理论的不断发展与完善,以及信息社会的快速发展而导致社会语境的变迁,其研究对象范围也在不断扩大,呈现出对批评隐喻的研究中除了单一使用批评隐喻分析理论外,许多学者还将研究与其他应用方向的理论结合起来,发展出了身份构建、多模态转向、翻译实践及教学应用等研究新方向。