政治與商業(yè)演講中概念隱喻語言特色比較分析

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

隱喻一直是語言學(xué)研究的一個熱點。至今隱喻研究已取得了大量成果,

建立了多種隱喻理論，隱喻在許多具體領(lǐng)域的研究也得到了開展，但目前還

沒有專門針對政治與商業(yè)演講中概念隱喻語言特色的對比研究，因此，本研

究將對此問題進行一次嘗試性的研究。

本文的主要目的是對多種在政治與商業(yè)演講中出現(xiàn)的概念隱喻進行分

析，并對其功能、運用機制及功能的相似處及其區(qū)別以及概念隱喻在兩種領(lǐng)

域之間的聯(lián)系進行探究。

作者發(fā)現(xiàn)概念隱喻對于政治與商業(yè)演講中意識形態(tài)的構(gòu)建有著極其重耍

的作用，演講者常常喜歡使用概念隱喻使自己的表達更加生動形象。政治與

商業(yè)演講中使用的概念隱喻有著很多相似處，但是在概念隱喻的種類以及詞

匯的使用上也有著差別。作者希望本文能為未來概念隱喻的研究者有所啟發(fā),

尤其是在政治與商業(yè)演講中概念隱喻的對比研究以及未來學(xué)校隱喻教育方面

有所啟迪。

關(guān)鍵詞：概念隱喻；政治演講；商業(yè)演講；比較研究

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