The use of metaphor in advertisement: a case Study of Asean Tourism destination.

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THE USE OF METHAPOR IN SLOGAN ADVERTISEMENT: A CASE

STUDY OF ASEAN TOURISM DESTINATION

THESIS

Submitted as Partial Fulfillment as the Requirements for the SarjanaDegreeof English Department Faculty of Letters and Humanities UIN Sunan Ampel Surabaya

By:

Reni Ariyanti Reg. Number A73213124

ENGLISH DEPARTMENT

FACULTY OF ARTS AND HUMANITIES

THE STATE ISLAMIC UNIVERSITY OF SUNAN AMPEL

SURABAYA


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ABSTRACT

Ariyanti. R. 2017.The Use of Metaphor In Slogan Advertisement: A Case Study of ASEAN Tourism Destination. English Department, Faculty of Arts and Humanities. The State Islamic University of Sunan Ampel Surabaya. The advisor: Dr. Mohammad Kurjum, M. A.g

Key words: Metaphor, Type of metaphor, coherence discourse, advertisement Metaphor gets much attention especially in advertisement, which metaphor can influence the customer to interest with goods promote in advertisement. This thesis examines metaphor through slogan tourism in ASEAN which is concentrated in the content of slogan. Content of slogan is included about text and picture. In addition, type of metaphor in advertisement is investigated in research. And language uses in slogans tourism are also evaluated with discourse aspect, which the text is become the primary subject.

Forceville’s theory of type of metaphor in advertisement is applied. Forceville (2008) are explained that there are three type metaphors in advertisement. Besides, Lakoff and Johnson (1980) and Kovecses (2010)’s theory of coherence discourse in metaphor are also used to analyze the text of slogan tourism in ASEAN. Qualitative content analysis and descriptive research are chosen to investigate slogan tourism in ASEAN which consist of the text and the picture. The researcher herself becomes the only instrument or human instrument. Reading and selecting the entire text and picture of slogan tourism and video promotion tourism in ASEAN becomes the steps of data collection. Then, the procedures of data analysis contain identifying, classifying, and describing the data. The conclusion is also drawing in the last step to make understanding.

10 slogan of tourism destination in ASEAN is found that there are 2 slogans of verbal’s type in metaphor and 8 slogans of verbo-pictorial’s type in metaphor. Moreover, there are also 2 slogans intertextual’s type in coherence discourse and 8 slogans intratextual’s type in coherence discourse. Those results eventually proving that slogan tourism in ASEAN is commonly used verbo-pictorial type in slogan. Slogan tourism in ASEAN also majority applied intratextual’s type of coherence discourse in metaphor.


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INTISARI

Ariyanti. R. 2017.The Use of Metaphor In Slogan Advertisement: A Case Study of ASEAN Tourism Destination. Sastra Inggris, Fakultas Adab dan Humaniora. Universitas Islam Negeri Sunan Ampel Surabaya.

Pembimbing: Dr. Mohammad Kurjum, M. A.g

Kata kunci: metafora, tipe metafora, wacana koheren, iklan

Metafora mendapat banyak perhatian terutama dalam hal iklan, yang mana metafora dapat mempengaruhi minat pelanggan terhadap barang yang dipromosikan dalam iklan. Tesis ini mengkaji metafora melalui slogan pariwisata di ASEAN yang terkonsentrasi pada isi slogan. Isi slogan terdapat tentang teks dan gambar. Selain itu, tipe metafora dalam iklan juga termasuk dalam penelitian. Dan penggunaan bahasa dalam slogan pariwisata juga dievaluasi dengan aspek wacana, yang teksnya menjadi subjek utama.

Teori Forceville tentang jenis metafora di iklan diterapkan dalam penelitian ini. .Forceville (2008) menjelaskan bahwa ada tiga jenis metafora dalam iklan. Selain itu, teori wacana yang koheren Lakoff dan Johnson (1980) dan Kovecses (2010) dalam metafora juga digunakan untuk menganalisis teks slogan pariwisata di ASEAN. Analisis ini kualitatif dan termasuk penelitian deskriptif yang dipilih untuk menganalisa slogan pariwisata di ASEAN yang terdiri dari teks dan gambar. Peneliti sendiri menjadi satu-satunya instrumen atau sebagai instrumen manusia. Membaca dan memilih keseluruhan teks dan gambar di promosi slogan pariwisata di ASEAN menjadi langkah pengambilan data. Kemudian, prosedur analisis data berisi identifikasi, klasifikasi, dan penggambaran data. Kesimpulannya juga menggambar pada langkah terakhir untuk membuat pemahaman.

10 slogan dari pariwisata di ASEAN ditemukan bahwa ada 2 slogan tipe verbal dalam metafora dan 8 slogan tipe verbo-pictorial dalam metafora. Selain itu, ada juga 2 jenis slogan intertekstual dalam wacana koherensi dan 8 tipe slogan intratextual dalam wacana koherensi. Hasil tersebut pada akhirnya membuktikan bahwa pada umumnya slogan pariwisata di ASEAN menggunakan tipe verbo-pictorial dalam slogan. Pariwisata slogan di ASEAN juga mayoritas menerapkan jenis wacana koherensi intratextual dalam teks metafora di slogan.


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TABLE OF CONTENTS

Inside Cover Page………i

Inside Title Page………..ii

Declaration Page……….iii

Motto………...………...…………...iv

Dedication Page………....………..v

Thesis Advisor’s Approval Page………...vi

Thesis Examiners’Approval Page………vii

Acknowledgement………...viii

Table of Contents…………..………...x

List of Appendices………...………….………..xiii

Abstract………..……….xiv

Intisari………...………...xv

CHAPTER I INTRODUCTION 1.1Background of the Study……….1

1.2Research Problems………...7

1.3Research Objectives………...7

1.4Significance of the Study………...8

1.5Scope and Limitations………..…9


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CHAPTER II REVIEW OF LITERATURE

2.1 Theories of Metaphor………....11

2.2 Conceptual of Metaphor………...13

2.2.1 The Systematic of Metaphorical Concept……….…14

2.2.2 Conceptual Metaphor as a Set of Mapping……….………..16

2.2.3 Source Domain and Target Domain in Metaphor……….………....19

2.2.3.1 Source Domain……….…19

2.2.3.2 Target Domain………..23

2.3 Metaphor Coherence in Discourse………....25

2.4 Metaphors in Advertisement………....28

2.4.1 Types of Metaphors in Advertisement……….28

2.5 Slogan………...29

2.6 Tourism destination management ………29

CHAPTER III RESEARCH METHOD 3.1Research Design………...30

3.2Subject of The Study………...…....30

3.3 Data and Data Sources………...32

3.4Research Instruments………...33

3.5Techniques of Data Collection………....39


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CHAPTER IV FINDINGS AND DISCUSSION

4.1 Findings……….………....41

4.1.1 Type of metaphor in Advertisement...………...41

4.1.1.1 Pictorial Metaphor………...45

4.1.1.2 Verbal Metaphor………...………...45

4.1.1.3Verbo-Pictorial Metaphor……….……...49

4.1.2 The coherence text of slogan in advertisement………...60

4.1.2.1 Intertextual………...62

4.1.2.2 Intratextual………...68

4.2 Discussion……….…...82

CHAPTER V CONCLUSION AND SUGGESTION 5.1 Conclusion……….…...83

5.2 Suggestion…….………...86

REFERENCES APPENDICES


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CHAPTER I INTRODUCTION

1.1 Background of Study

Metaphor is a figure of speech that consists of name or descriptive word is concerned to an object or action (Oxford English Dictionary, 2007). The basic of metaphor is contained a matter of language, which is described about certain pre-existing similarities two things in the world (Rios, 2007). Metaphor is a class of linguistic expressions that is called metaphorical linguistic expressions, which is about linguistic words and expression that are from the terminology of the conceptual metaphor. The conceptual metaphor has related with metaphorical linguistic expression, which in conceptual metaphors, one domain of experience is used to understand another domain of experience and the metaphorical linguistic expression are explained particular conceptual metaphors. Metaphor is one aspects of language where becomes the basic of the cognitive linguistic in conceptual metaphor. The texts of metaphorical structure in the cognitive linguistic view metaphor have two domains in conceptual metaphor. They are called source domain and target domain. Metaphors are sets of mappings between a more concrete or physical source domain and a more abstract target domain (Kovecses, 2002). To make understand this definition for purposes of the research, metaphor is a powerful linguistic device because it extends knowledge about human cognitive. Through linguistic metaphors, human can deliver the idea from the conceptual metaphor is source domain and target domain.


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The word Metaphor is commonly used by many researchers to analyze a kind of language in the linguistic or literature field. Some researchers had already analyzed metaphor in magazine, newspaper, advertisement, etc. It can be found in the form of analysis, journal research (Rossa, 2009; Rios, 2007; Yu, 2009; Czerpa, 2006), undergraduate thesis (Yalcinkaya, 2012; Anderson, 1998) and dissertation (Famelart, 2010) but in other case, the writer informs that some other researchers had metaphors in literary works like poetry, novel (Freeman, 2007; Semino and Steen, 2008; Hogan, 2003). Dealing with this, the writer knows some information about metaphor and gets idea from those previous researches. The writer found idea that metaphor has feature in analysis of text, especially in the advertisement. Metaphor has great impact in text because metaphor makes art and unique in every text. So, the writer is chosen metaphor for taking focus in her research.

American linguists, Lakoff and Johnson, has found theory of metaphor that becomes a major pillar of cognitive linguistic paradigm, which relates linguistic metaphors and human cognitive. Cognitive linguistic have knowledge about the nature of human cognitive in various aspects of language structure and use. Lakoff and Johnson’s theory of metaphor is commonly used by researchers to study in the term metaphor (Anderson, 1998; Maalej, 2005; Yu, 2009; Hong Bo and Wen-Juan, 2010; Wittink, 2010; Reichert and Morgan, 1999; Rosa, 2009; Famelart, 2010; Pitcher, 2013). In the case, the writer found research from dissertation in Faculty of English Philology I by Famelart (2010) who is done to analyze a trilingual comparative study of the use of multimodal metaphor in Spanish and French bank advertisement in terms of metaphor theories by Lakoff and Johnson (1980).


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Dealing with previous research, the writer is interest to use theory of Lakoff and Johnson with different object advertisement in the further research.

Metaphor has coherence in discourse. Through discourse, the metaphors find a major function to know the meaning of metaphor usage in text. The coherence of metaphors can be either intertextual or intratextual (Kovecses, 2002). Most researchers who studies on metaphor in real discourse are agree that a major function of the metaphors is provided coherence to discourse (e.g., Hong Bo and Wen-Juan, 2010; Maalej, 2005; Wittink, 2010; Musolff, 2006; Herrmann, 2013; Shen and Balaban, 1999). In addition, most of the research is done analysis about the opportunities that arise from using the linguistic insight in identifying metaphor in discourse. In this matter, the writer found analysis from the publication on International journal by UV University of Amsterdam researcher is written by Wittink (2010) who investigated identify of metaphor in discourse. In the analysis, he put data from text of organizational research with focused aspect de-contextual and contextual approaches in discourse. In the research, researcher also identified locally specific uses and meanings of metaphors and the interaction with other elements of discourse. Meanwhile, another analysis from Maalej (2005) is done analysis about critical discourse with the contemporary theory of metaphor. In the research, researcher used critical model of metaphoric discourse, the stage of interpretation is the product complementary fashion of a critical mind, pursuing the result of the description offered by discourse and following conceptual metaphor. It is the real socio-cultural contexts, which is used to make sense metaphor and the cohesive role in discourse construction and processing.


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Therefore, by this study, the researcher has a space of the study for analyzing about metaphor coherence in discourse with byidentifying metaphor in context-induced across intertextual or intratextual approaches in discourse. This present study aims to fulfill in these gaps by analyzing the metaphor with discourse coherence of the text in slogan to investigate the study.

Metaphor are concerned with language (Written text), visual image (photo, computer drawn images, or digital animations), and the combination of the language with visual image in advertisement. In the study of metaphors, metaphors have been classified to distinguish in differences usage in advertisement. The kinds are pictorial or visual metaphor, verbal metaphor or verbo-pictorial metaphor. Metaphors are also classified to divide between monomodal and multimodal metaphors. The former are metaphors whose target and source are conveyed in the same mode. Monomodal is typically a metaphor that is both target and source are introduced in one mode. Multimodal is typically a metaphor that is target and source are introduced entirely in two different modes (Forceville, 2008). Many researchers are publishing in International journal and thesis that take types of metaphors as their focus of study, but most of the study only focuses to analyze one type of metaphors (Anderson, 1998; Kadry, 2015; Indurkhya and Ojha, 2008; Yu, 2009; Rosa, 2009; Czerpa, 2006; Yalcinkaya, 2012; Oritonang and Ownie, 2011; Famelart, 2010; Xu, 2009). In addition, most researchers are done analysis about the type of visual metaphors in advertisement. The research from the publication on Thesis by Kristianstad University College researcher is written by Yu (2009) who investigated type of verbal metaphor in food advertising slogans.


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Researcher analyzed in one of slogan of McDonald’s, Mac your day (McDonald’s, 2000)”. The point from the analysis that day is conceptualized as food or the Big Mac hamburger in the slogan. The kinds of slogan are from McDonald’s, Cola-Cola, Burger King, and the others. Meanwhile, in the difference analysis of type in metaphor from Kadry (2015) is done investigated about type of visual metaphor in The Persuasive effect of using Visual Metaphors in Advertising Design. Researcher is analyzed the persuasive role of visual metaphors as one technique in advertising communication. It explored through the various types of visual metaphors where the visual metaphor was the hero image in design and how the effect image in the persuasive design is. Therefore, by this study, the researcher intends to take analysis in kinds of metaphors for further research. The writer is not only focused in one kind of metaphor, but also all kinds of metaphor in the analysis. The kinds are verbal metaphors, the pictorial metaphors, and verbo-pictorial metaphors.

Metaphors has implications for advertising as active audiences are highly interpret the advertising message in a more meaningful and personal way. Metaphor is used for people to understand an abstract concept in media industry, advertising, as one of the most efficient ways of publicizing products. The selling power of the advertisements largely depends on a well chosen the conceptual metaphors like pictures or words used in them (Anderson, 1998; Yu, 2009). The use of metaphor is an attractive and efficient way for advertisement to make positive claims for the product, brands, or service. The metaphor is focused almost on language, but concept of pictorial metaphor is well developed in advertisement


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(Forceville, 2008). The use of metaphors in advertisement is becomes special interest as it comes to provide any linguistic researchers with accessible of thesis, international journal, and dissertation (Yu, 2009; Czerpa, 2006; Indurkhya and Ojha, 2008; Chorianopoulus and Spinellis, 2003; Aritonang and Ownie, 2011; Famelart., 2010; Sacristan, 2009; Rios, 2007; Rosa, 2009).

Part of the research is done to analyze about advertisement in product, Yu (2009) conducted a research on the use metaphors in food advertising, while Czerpa (2006) observed metaphors in cosmetic advertising. And also magazine advertising is becomes subject for researcher (Aritonang and Ownie, 2011; Rosa, 2009). Unlike the previous researchers, the writer takes different focuses in slogans of ASEAN tourism destination advertisement. The reason of the writer choice of ASEAN tourism destination advertisement is because tourism has a tractive power that is very interesting for people in the world.

Nowadays, travelling becomes famous in world. Most of people are interested in travelling. Slogan of ASEAN tourism destination is one of the important things to become information for every people, especially for people who are interested in travelling. But some people seem to do not care with slogan of ASEAN tourism destination, although it is the only slogan in this country. Sometimes, the slogan of ASEAN tourism destination advertisement is puzzling. There is an implicit message hidden inside it. Thus, the writer wants to reveal what exactly the meaning is behind. Therefore, the writer has a goal to know what kind of metaphors used in slogan of ASEAN tourism destination advertisement and the coherence of metaphor in the slogan.


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1.2 Research Problem

This research is analyzed to answer the problems formulated in the following questions:

1. What is the most common type of metaphors used in slogan of ASEAN tourism destination advertisement?

2. How is the coherence text of metaphors usage in slogan of ASEAN tourism destination advertisement?

1.3 Research Objectives

Based on the problems described above, the objectives of the study are pointed:

1. To show the most common type of metaphors used in slogan of ASEAN tourism destination advertisement.

2. To describe how the coherence text of metaphors usage in slogan of ASEAN tourism destination advertisement is.

1.4 Significances of the Research

There are many kinds of advertisement, which has different interest for the people. They are many kinds of advertisement likes food, cosmetic, cigarette, fashion, magazine, and other advertisement. The writer of recent study takes tourism destination advertisement, especially in slogan. Tourism destination advertisement becomes one of people interest in the world. The previous studies


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had been already done in analyzing advertisement by using metaphor aspect in research. Therefore, the writer focuses metaphor aspect to analyze the slogan of ASEAN tourism destination advertisement. Thus the recent study is for readers, especially for the people who love travelling.

For the specific aim, the writer hopes the research can show the reader about analyzing metaphor by using the conceptual metaphor, which consists of human cognitive and linguistic metaphor from the slogan of ASEAN tourism destination advertisement. In addition, the reader can understand the type of advertisement likes verbal metaphors, pictorial or visual metaphors, and verbo-pictorial metaphors in slogan ASEAN tourism destination advertisement. Also, the reader can know the coherence text of slogan. Sometimes people still do not know the coherence meaning in slogan of ASEAN tourism destination, thus in here, the reader can be guided to understand how the coherence text of meaning metaphor in slogan is through interpretation in this research.

Hopefully, the research about metaphor with slogan of ASEAN tourism destination can be the reference for the readers so they can get advantage and knowledge from this recent study.

1.5Scope and Limitations

This research is conducted in two major analyses, types of metaphor in slogan tourism advertisement and metaphor coherence discourse in text of slogan tourism advertisement. The Researcher also creates two different focuses. Firstly, types of metaphor in advertisement are analyzed by taking slogan of tourism from different


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countries in ASEAN. They are investigated by using Forceville’s theory, which are explained types of metaphors in advertisement. Secondly, for metaphor coherence discourse, the researcher is focused the term of intertextual or intratextual in analysis. The research focuses on language (written text), visual image (photo, hand or computer drawn image, or digital animation) and both of them, which is contained in the slogan. In addition, the video promotion tourism is also taken as the data to support the analysis. The data is taken from slogan tourism in ASEAN, which are only 10 countries that have slogan tourism.

1.6Definition of Key Term

The researcher gives the definition of key term which is related to the title of the research and to make clear the discussion of research.

1. Metaphor is a figure of speech that consists of name or descriptive word is concerned to an object or action, whether metaphor is a class of linguistic expressions that called metaphorical linguistic expressions, which is about linguistic words and expression in the conceptual metaphor. (Oxford English Dictionary, 2007; Kovecses, 2002)

2. Slogan is a long-term headline that becomes a memorable phrase or a motto, which is a key element in advertising strategies. (Ferris, 2014; Krcmarova, 2008)

3. Advertisement is a form of communication used to persuade an audience like viewers, readers or listeners to take some action with respect to products, ideas, or services, which advertisement is contained the


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message such as words or images in a more meaningful in product. (Anderson, 1998; Aritonang and Ownie, 2011; Krcmarova, 2008) 4. ASEAN is the largest continents and the most populated continent,

located primarily in the Eastern and Northern hemispheres. (http://www.thefreedictionary.com/ASEAN)

5. Tourism destination is the place visited that is central to decision to take the trip (UNWTO, Website)


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CHAPTER II

REVIEW OF RELATED LITERATURE

In the previous chapter, the researcher has mentioned some researchers who studied metaphor. The purpose of this chapter is to introduce the reader about the study of metaphor. The researcher will take a brief history of metaphor in linguistic from different philosophical perspectives. This framework comprises some required the theories to the analysis. The researcher investigated slogan of Asia tourism destination advertisement. This present study combines some theories in order to draw a great result of the analysis.

2.1 Theories of Metaphor

Metaphor is a figure of speech which implies comparison between two differences entities, as distinguished from simile, an explicit comparison model by

the words “like” or “as”. There are most common definitions of metaphor in the study. Firstly, metaphor is a property of words in linguistic aspect. Secondly, metaphor is useful for artistic purpose, for example in poem. Lastly, metaphor is a figure of speech which is used for special effect and part of everyday human communication. The definition of metaphor has been stated by some experts, such as Kovecses (2010: 3-4) who defined that metaphor is large part of the way to speak naturally for everyday purposes. Metaphor is also the abstract and explicit concept of life. In the theory, he emphasized that metaphor is nature of language, which words or other linguistic expressions come from the more concrete conceptual domain. The opinion for the theory of metaphor by Kovecses is not complete


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explanation for understanding metaphor in the research. The theory still can not be specific reference in metaphor. It is because metaphor is not only about nature of language or word linguistic expression in speaking but also about the important part that has relation with human thought.

In addition to Kovecses’s theory, Black (1955: 276-277) also has another theory about metaphor. Black asserts that metaphor is a loose word, which is as a term properly applicable to certain expression without attention to anything likes the thoughts, acts, feelings, and intentions of speakers on which the expression is used. He suggests that metaphor only focuses in the frame. The main focus of the metaphors is remained of the sentence in which that word. It would be good understanding to know about the meaning of metaphor with translated word.

Through the black’s theory, it still can not be a good reference in understanding

metaphor because in metaphor we can not just focus in the sentence or word to understand meaning from metaphor. There are other aspects which are important to make sure about the meaning of metaphor likes though, feelings, and art.

Lakoff and Johnson (1980: 124) view metaphor as a concept of human thought. Metaphor is human conceptual system, the way we think, what we experience, and what we do every day is very much a matter of metaphor. The basic of linguistic aspect, human has found the most ordinary conceptual system as metaphorical in nature. Also, metaphors are that structure how we perceive, how

we think, and what we do. The theory is known as “cognitive linguistic view of


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Lakoff and Johnson showed that theory of metaphor is included both in though and in everyday language. Lakoff and Johnson (1980: 134) also emphasized that metaphor is one of our most important tools for exploring to understand what can not be understood totally as our feelings, aesthetic expression, moral practice, and spiritual awareness. The function of metaphor is to better understand certain concept, and not just some artistic or esthetic purpose.

Based on the three theories of linguist above, the researcher concludes that the appropriate theory for conducting the research is from Lakoff and Jonhson linguist (1980), and also Kovecses (2010) who is book writer the second edition

from book title “what we live by” by Lakoff and Johnson 1980 about metaphor to support this research. Metaphor is human though that is abstract concept of life, which the part is used to speak naturally for everyday purposes.

2.2 Conceptual Metaphor

A conceptual metaphor consists of two conceptual domains, in which one of conceptual domains is understanding another conceptual domain. Conceptual metaphor contained metaphorical linguistic expression, which comes from the language of the more concrete conceptual domain. There are two special names of domains in conceptual metaphor. They are source domain and target domain (kovecess, 2010: 4). The metaphorical linguistic expression is used to study the nature of metaphorical concept and to get understanding of the metaphorical nature in human activity. The metaphorical concept is systematic, and also the language


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the people use to talk about aspect of the concept is systematic (Lakoff and Johnson, 1980: 456)

2.2.1 The Systematic of Metaphorical Concept

According to Lakoff and Johnson (1980: 124-125), conceptual metaphor becomes the basic of linguistic evidence, which most of our ordinary conceptual system is metaphorical in nature. Conceptual system plays a central role in everyday realities, then the way of thinking, what human experience, and what human activity every day is very much a matter of metaphor. There are examples to give some idea of what it means for a concept system to be metaphorical and a concept to structure an everyday activity, the variety example of expression:

The example uses the concept ARGUMENT and the conceptual metaphor ARGUMENT IS WAR.

ARGUMENT IS WAR Your claims are indefensible.

He attacked every weak point in my argument. His criticisms were right on target.

I demolished his argument.

I’ve never won an argument with him. You disagree? Okay, shoot!

If you use that strategy, he’II wipe you out. He shot down all of my argument.

From the example, it is not just talk about arguments in terms of war. Many of the things we do in arguing are partially structured by the concept of war. There are a verbal battle and structure of an argument as attack, defense, counterattack, etc, which reflect this. The ARGUMENT IS WAR metaphor is one that lives by in culture. It structures the actions performed


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in arguing. Imagining a culture, argument is viewed as a dance, the participants are seen as performers, and the goal is to perform in a balanced and aesthetically pleasing way. In such culture, people would view argument in different perspective. This is an example of what it calls a metaphorical concept, namely ARGUMENT IS WAR, to structure is what we do and how we understand about it, so we argue. The essence of metaphor is understanding and experiencing one kind of thing in terms of another. Argument and war are different kind of things, which it is verbal discourse and armed conflict. ARGUMENT is partially structured, understood, performed, and talked about terms of WAR. So, the concept, the activity, the language are metaphorically structured. This is the ordinary way of talking about use the words in attacked position. The metaphor is not always about the words we use but it is also in our concept of an argument.

2.2.2 Conceptual Metaphor as a Set of Mapping

Kovecses (2010: 7-11) argues that conceptual metaphor as set mapping is about the systematic correspondences between the source and the target in the sense that the conceptual elements of B correspond to constituent element of A. However, technically, the conceptual correspondences are often referred to as mappings.

Process of metaphorical understanding is the word “understand” as being

synonymous in the definition of metaphor to the words construe or conceive, which it enters us to the real-time, online aspect understanding and can be more easily used in long-term. It is meant that people have conceptual metaphor when we


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construe a more abstract through a more physical domain in long-term memory or as a result of a historical-cultural process. The word construe in the discussion makes that conceptual metaphor coherent with grammatical construction that it is used in cognitive linguistics, in grammatical contraction also has function as ways construing aspects of experience in the more general sense.

There are examples to give some cases where elements of the source domain are mapped into elements of the target domain, the example variety of expression:

LOVE IS JOURNEY

This sentence gives three constituent elements of journeys as the travelers, the travel or the journey as such, and the destination. When everyone sees the sentence, he/she will interpret about love, and thinks that the speaker of the sentence has mind lovers, not real as travelers, not only physical journey but also the events in a love relationship, and not only physical destination but also the goal of the love relationship. To give interpretation about sentence, we must map between constituent elements of the source and the target.

Source: JOURNEY Target: LOVE

The traveler the lovers

The vehicle the love relationship itself

The journey events in the relationship

The distance covered the progress made

The obstacles encountered the difficulties experienced Decisions about which way to go choices about what to do The destination of the journey the goal(s) of the relationship This is the systematic set of mappings that characterize the LOVE IS JOURNEY conceptual metaphor. Elements of conceptual domain A are in


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systematic mapped with elements of conceptual domain B. From this discussion, the domain of love did not have these elements before it was structured by the domain of journey. Another thing of evidence for the target of love is not structured independently of any source domains is the following. In the present example, we talk about the goals associated with love, but this is just a slightly “disguised” way of talking about destinations given in the source. And the word goal has an additional literal use, which it is not just a metaphorical one. This example showed that many elements of target concepts come from source domains and they are not preexisting.

Another example shows how correspondences or mapping make up a conceptual metaphor:

SOCIAL ORGANIZATIONS ARE PLANTS

Its means of more interpretation:

He works for the local branch of the bank Our company is growing

They had to prune the work force.

The organization was rooted in the old church.

There is now a flourishing black market in software there.

His business blossomed when the railways put his establishment within reach of the big city.

Employers reaped enormous benefits from cheap foreign labour. The characterization by the following set of mapping:

Source: PLANT Target: SOCIAL ORGANIZATION

(a) The whole plant the entire organization

(b) A part of the plant a part of the organization (c) Growth of the plant development of the organization (d) Removing a part of the plants reducing the organization


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(e) The root of the plants the origin of the organization (f) The flowering the best stage, the most successful stage (e) The fruits or crops the beneficial consequences In the case, constituent elements of plants correspond systematically to constituent elements of social organizations, such as companies, and the word the words about plants that are employed systematically in connection with organization. This correspondence can show in all the mapping, and the matching expression that make them indicate in the plants metaphor are (b) branch, (c) is growing, (d) prune, (e) root, (f) blossom, flower (g) fruits.

In the conclusion, we know that a conceptual metaphor is used in the linguistic expressions that reflect it in such way that we do not violate the mappings that are conventionally fixed for the linguistic community. In other means, there is not any element of B which can be mapped into any element of A. The linguistic expressions used metaphorically must be adaptable established mappings, between the source and the target.

2.2.3 Source Domain and Target Domain in Metaphor

Source domain and target domain are included in conceptual metaphors, which are as a set mapping to make understanding about metaphor. The source domain is typically more concrete and more clearly described concepts, whereas the target domain is natural abstract and less described concept. Kovecses (2010: ) defines about the direction of conceptual metaphor and also gives explanation to allow us to understand more in one basic aspect of the cognitive linguistic view of metaphor, which it cases source and target domains.


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2.2.3.1 Source Domain

The most common source domains, there is the list of sources to briefly mention in metaphor research especially in the most frequent sources:

a) The Human Body

The human body is included the source domain because it is clearly delineated. The aspects which are used in metaphorical comprehension involve various part in the body likes the head, face, hands, legs, heart, and etc.

For example: The heart of the problem b) Health and Illness

Both of health and illness frequently constitute metaphorical source domains.

For example: She hurt my feelings c) Animals

The animals are productive as source domain in metaphor. The body parts of animals are also commonly used in the metaphorical conceptualized of abstract domains. The metaphorical use of animal terms is not limited to human beings.

For example: It will be a bitch to pull this boat out of the water. d) Plants

Plants become the variety of purposes and different things in the concept metaphorically. There are many actions and many different stages of


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growth in relation to plants. One of the cases is that people cultivate plants for eating, for pleasure, for making things, and so on.

For example: Exports flourished last year and He cultivated his friendship with her.

e) Buildings and Constructional

Both the static object and the act of building are served as common metaphoric source domain.

For example: A towering genius f) Machines and Tools

Both the machines and tools are the activities related as metaphorical expression. People use machines and tool to work, play, or for pleasure. For example: The machine of democracy

g) Games and Sport

Games and sport are characterized by certain properties that are used for metaphorical purpose. People play and do activities to entertain themselves.

For example: To toy with the idea h) Money and Economic Transactions

People living in human society have relation in economic transactions of various kinds. The understanding of various abstract things is based on the example:

Spends your time wisely i) Cooking and Food


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Cooking is included a complex process of several elements likes recipe, ingredients, action, and also product. The activity and product are served as a source domain.

For example: what your recipe for success? j) Heat and Cold

Heat and cold are basic human experiences. It is the result of the temperature. We often use the temperature domain metaphorically to talk about attitude people and things. For example: in the heat of passion k) Light and Darkness

Light and darkness are also human experience. The properties of light and darkness often appear as condition when people speak and think metaphorically.

For example: a dark mood l) Forces

Kinds of forces are gravitational, magnetic, electric, etc. And also the forces take many shapes in the physical words like waves, wind, storm, etc. There are many different effects as there are different forces. For

example: Don’t push me m) Movement and Direction

Movement can involve a change of location. It has connection with direction like forward and backward and up and down. The various kinds are conceptualized metaphorically as movement that involves a change of location.


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For example: she solved the problem step by step

In the discussion, common source domain includes the various properties of object and substances, such as their shape, color, size, hardness, sharpness, and so on. The representative of the source domain lists gives sense of the most common source domains and the kind of world that our most common metaphor portrays. The objects and substances from the list of source domain are the simple nature of the world that enable people to make use of parts in creating more complex abstract as metaphor.

2.2.3.2 Target Domain

The targets have several sources as the source domains applied to several targets in metaphorical conceptualization. There are the most common target domains:

a) Emotion

The domain of emotion is superior in target domain. Emotion concepts such as fear, love, sadness, and so on are understood by means of conceptual metaphors. For example: He was bursting with joy

b) Desire

Desire is similar with emotion in metaphorical conceptualization. For example: she is hungry for knowledge.

c) Morality

Moral is such as good and bad, which are understood by means of more concrete source concepts. For example: She resisted the temptation.


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d) Thought

Rational thought is understood in terms of perception. Human tries to understand the mind by resorting to metaphors in various kinds. For example: she is grinding out new ideas.

e) Society / Nation

The concepts of society and nation are complex or calls for metaphorical understanding. For example: neighboring countries f) Politics

Politic has power in the exercise. Political power is conceptualized as physical force. Politic has many variety aspects of further source domains such as games, sport, business, and war. For example: The president plays hardball

g) Human relationship

Human relationships include concepts as friendship, love, and marriage. For example: Their friendship is in full flower.

h) Communication

Human communication involves a speaker and a hearer. It is viewed in linguistic expression to transfer the message from the speaker to the hearer. For example: That is a dense paragraph.

i) Time

Time is difficult concept to understand in the major of metaphor. Time is an object that moves. For example: Christmas is coming up soon


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j) Life and Death

Life and death are included in every language of the metaphorical concept. For example: The baby will arrive soon.

k) Religion

Religion has key aspect in relationship to God. Other aspects of religious experience involve the conceptualization of such nations, life and death, which are necessarily metaphorical.

l) Events and Actions

Events and actions are concepts that comprise a variety of different kinds of events and actions. The aspects of events and actions are understood as movement and force. For example: You are driving me nuts.

It can be seen in the discussion that the common target domains are classified as psychological, social groups, personal experience, and so on. The several different sources of information are not permanent to concern in the most common source and target domain. Hence, the conclusion of the conceptual metaphors is unidirectional. It works from concrete to abstract domains. The most common source domains are concrete while the most common targets are abstract concepts.

2.3 Metaphor Coherence in Discourse

Lakoff and Johnson (1980: 124-125) argue that metaphorical coherence is in natural discourse. Metaphorical expressions are systematic in ordinary language,


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while the systematic natural is related to the idea with underlying conceptual structure. It means that the concept, the activity, and the language are metaphorically structured. The essence of metaphor is understanding and experiencing one kind of thing in terms of another. Whereas, Kovecses (2010: 285-289) also argues that metaphor has creativity that appears in discourse. Through conceptual domain of metaphor, the human is creative in language and it is though. One of the aspects of discourse in coherence metaphors is the intertextual or intratextual. Metaphors can either make several different texts coherence with each other or coherence to a single part of discourse.

a) Intertextual Coherence

Intertextual coherence occurs through inheriting and using conceptual metaphor at different historical period. This type of intertextuality is about many other domains within the same historical period. Therefore, metaphor can give coherence across a variety of discourse both historically and simultaneously.

For example: the prayer of bible in bookmark Durham cathedral

Who called your servent Cuthbert From keeping sheep to follow your son And to be shepherd of your people

The basic conceptual metaphor in the shepherd is Jesus. Source is the shepherd and target is Jesus. Later, this metaphor God called a

simple man, called Cuthbert, and become “shepherd of people”.


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particular values of the metaphor in the text always chance with the appropriate of historical period.

b) Intratextual Coherence

Intratextual coherence is the same conceptual metaphor that can give coherence to a single word. The metaphor that structures the discourse not only focuses on conventional conceptual metaphor but also can call a Metaphorical Analogy. Clearly, the metaphor is a common rhetorical function which is assigned to perform in discourse. Conceptual metaphors or metaphorical analogies have the effect of taking over what the people say or think about a subject matter. In addition, conceptual metaphors or metaphorical analogies can become rule of the entire discourse.

For example: The newspaper article

Performance targets are identical to the puissance at the Horse of the Year Show. You know the one-the high-jump competition, where the poor, dumb horse

is brought into the ring,…….”

In this case, puissance horses are compared “to people”, this shows that the elaboration of the metaphorical analogy provides a great deal of structure for the text. Most of the structure of the text is given in the part of metaphor to suggest what the analogy is about. Therefore, metaphorical analogies appear in text in order to get the effect of taking over what someone says or thinks about particular subject matter.


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2.4 Metaphors in Advertisement

Forceville (2008: 272-310) states that metaphor is the attractive and the efficient way to make costumers interested in the product. It also makes positive impact for the products, brands, or service in advertisement. Metaphor studies not only about language but also the pictorial or visual metaphor which is developed in the advertisement, particularly in the field of print advertising and billboards. Conceptual metaphor as source domain and target domain is included to play role in the identification and interpretation of the metaphor meaning in advertisement.

2.4.1 Types of Metaphors in Advertisement

According to Forceville (2008: 272-310), he suggests that there are three types in the analysis of pictorial metaphor in the printed advertisement and billboards:

a) Verbal metaphors are textual written language used to convey meaning of the first subject. It means that the word is completely textual and has no contained image to accompany of any kind.

b) Pictorial metaphors use image for the first element, without words or any text accompanying the visual image. The concept of pictorial metaphor is usually used in the printed advertisement and billboards. c) Verbo-pictorial metaphors is a combination of images and words as the

primary subject in presentation. Moreover, the combination of the verbal and visual elements can make the meaning of metaphors clear. Nothing stands alone, instead, both of them support each other.


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2.5 Slogan

According to Foster (2010: 2-23), the main function of the slogan is to convey the key brand message in the mind of the target and to give the message that the company pretends to transmit for the target of audience. Slogan is usually a brief and an easy to memorable statement that is connected with the product. The ability of slogan, as well relevant to communicate the function, leads us to consider it as strategic elements. Slogans are used as part of marketing activity to describe consumer attention, communicate a brand premise and enhance consumer memory of the brand. In addition, there are some characteristics of the slogans in advertisement:

• It should be memorable

• It should recall the brand name • It should include a key benefit

• It should impart positive feelings for the brand • It should reflect the brand's personality

• It should be strategic • It should be competitive • It should be simple

2.6 Tourism destination management

The benefit of tourism can help for sending peace and prosperity to develop countries by providing jobs, generating income, diversifying the economy, protecting the environment, and promoting cross-cultural awareness. Moreover,


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tourism becomes the important thing in the global economy (Honey and Gilpin, 2009).

Everyone in the world also has interest in travelling in the tourism destination. There are various reasons about why people travel. The variety of reasons is to escape, to explore, to understand, and to participate. In fact, the main point of why people choose the destination to get experience of the place is because it becomes something interesting for the traveler to keep it forever and share with others. This helps the destinations to be put in the strategic place and programs that will be an invitation for visitors as the purpose of their journey. Destination management organizations (DMO) are the only thing recommend for a holistic tourism industry in a place. Moreover, DMO becomes the best serve to facilitate

dialogue among the private sector, public sector, and other sector for destination’s

long tourism. DMO also proves invaluable for supporting tourism development, especially in developing destination where tourism is an important economic driver and mechanism for suitable social capacity building (Stange and Brown, 2010).


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CHAPTER III

RESEARCH METHODOLOGY

The purpose of this chapter is to present the methodology of the research study about metaphor in slogan of ASEAN tourism destination advertisement. This part of the methodology of the research consist of research design, research instrument, subject of the research, data and data source, data collection, and data analysis. Determination of the sample will also be explained. Methods examined will be those for coding, collection, and analysis of the data through the research study.

3.1Research Design

The researcher used qualitative content analysis in her study. Krippendorff (1989: 403-404) defines that content analysis is research techniques for making the data to their context. And the data of content analysis are texts, which meaning is conventionally likes verbal discourse and written documents. The text can be found in newspaper, magazine, advertisement, books, television programming, and etc. Qualitative content analysis is made researcher to get deeply investigate the data in advertisement. The researcher analyzed about the context of type metaphor in slogan of ASEAN tourism destination advertisement and also analyzed about the coherence discourse of the text in slogan of ASEAN tourism destination advertisement through the metaphor.

Moreover, the researcher also used descriptive research design in analyzing the data. According Kothari (1990: 3-4), descriptive research includes the fact-finding


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of different kinds, and has purpose to describe of the state of affairs as exist at present. Researcher has no control over about the variable, which it can only report what is happening or what has happened.

3.2Subject of The Study

The subject for this present study is slogan tourism advertisement of ASEAN countries. Slogan is become brand in advertisement, especially for every country in ASEAN has slogan to support the quality of tourism. Slogan is also become the selling power to promote special quality tourism in every country. In the world of tourism, slogan has great impact for performance economic advancement, which is slogan purposed to attractive tourist for visiting tourism destination in every country.

Therefore, the researcher has reason to pick slogan tourism advertisement as the subject in this thesis is contained metaphor elements. Slogan in the advertisement described that slogan has implicit meaning of the text, which it can be understood if the reader knows about the whole context of slogan itself. The characteristic of text in slogan tourism interested the researcher to conduct research about slogan in case of metaphor. The researcher completed the analysis with some theories to support this research. Conceptual metaphor is the appropriate theory in slogan tourism and linguistic features like discourse are also required to support the linguistic analysis in text of slogan tourism in advertisement.


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3.3Data and Data Source

The research is used the primary data. Kothari (1990: 95) argue that the primary data is collected by someone in a fresh and for the first time. The data source of the research was taken from content of advertisement – the picture of slogan and videos advertisement. The slogan tourism of ASEAN is contained 10 pictures, which only 10 countries of 11 countries have slogans tourism in the official tourism destination. The countries are Indonesia, Malaysia, Singapore, Vietnam, Thailand, Myanmar, Cambodia, Laos, Philippine, and Brunei Darussalam.

The researcher downloaded the picture of slogan and videos from the source from www.sportourism.id/tourism/logo.com and www.youtube.com on February

15, 2017. Therefore, this research used the whole text and image of picture in the slogan tourism to be the data. And also the researcher used transcript of videos to support the analysis.

3.4Research Instrument

The instrument of this research was the researcher herself. It means that the research instrument of research called as human instrument. Denzin and Lincoln as cited in Simon (2011: 1) argue that a qualitative study is used human as instrument rather than questionnaires or machines. Kothari (1990: 3-4) noticed that qualitative studies is concerned with qualitative phenomenon, which it closed with the human behavior. It means that to find how the people feel or what they are think about a particular subject in the research.


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Human instrument was applied in the research because the collecting and identification of content of slogan tourism of ASEAN were found by researcher herself. The types of metaphor and the coherence metaphor of text in slogan tourism of ASEAN advertisement were collected and identified by the researcher herself. The researcher collecting the data after read the whole content of slogan.

3.5Techniques of Data Collection

The data collected from the content of advertising slogan of ASEAN tourism destination. The data are the language (written text) and image of metaphor.

a. Downloading advertising slogan of ASEAN tourism destination. The beginning analysis of doing research is obtaining the data source. In the case, the data source is contained text and image of the slogan. Thus, the researcher collected the data research by browsing the jpg version of slogan of ASEAN tourism destination. Therefore, the researcher also downloaded video promotion tourism and transcript to support the analysis. The researcher downloaded the picture of slogan and videos from the source from:

www.sportourism.id/tourism/logo.com and www.youtube.com on

February 15, 2017. b. Comprehension the data

The researcher read slogan advertisement to get understanding the content of every advertising slogan in ASEAN. And also watch video promotion tourism every countries in ASEAN for helping researcher


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totally understand the slogan well. Furthermore, the researcher also found great idea about what the slogan mean is.

c. Coding the data of the advertisement slogan

The researcher proper coding the data source had to be defined for analyzing about the type of metaphor, the researcher making easy to code the data source in the research. The types of metaphor are pictorial metaphor, verbal metaphor and verbo-pictorial metaphor. The three highest classifications of metaphor are pictorial, verbal, and verbo-pictorial metaphors, denoted by P, V, and VP. Furthermore, the researcher also will code for analyzing about text in the coherence metaphor in discourse through the intertextual or intratextual. It denoted with type 1 as intertextual and type 2 as intratextual.

Figure 3.1 Example of coding data in advertisement slogan

d. Collecting Data

The researcher collected the data in one points to answer two research questions in the research. Collecting the data for types of metaphor in advertisement was the first procedure in the research. The researcher


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collected the whole content of slogan without exceptional, which it is contained about text and image in slogan. After collecting the data for types of metaphor in advertisement, the research automatically gets the data for analyzing about the coherence text of slogan in advertisement. Researcher is only taken the text for the data. The data collected was described as the example below.

Figure 3.2 Example of Collecting Data for type of metaphor in advertisement and the coherence text of slogan in advertisement

The example of collecting data was processed in the next procedure that is data analysis.

3.6Techniques of Data Analysis

Data analysis was separated into two concerns in the research. The first focus is type of metaphor in advertisement. Furthermore, the second focus is the coherence text of slogan in advertisement, which the second focus is become the final result of this research. The procedures were explained in the detail below.


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a. Identifying the data

- Type of metaphor in advertisement

In the analysis, the collected data was identified by highlighting content in slogan. Highlighting was appeared in two colors in the analysis. Each color has different meaning related to identify the type of metaphor in advertisement. The data identification was highlighted as the example.

Figure 3.4 Example of identifying the collected data for type of metaphor in advertisement

The content of slogan is represented with different color, which is divided for analyzing type of metaphor in advertisement. It presented in the table below.

Slogan Content of Slogan

Picture text

Indonesia ✓ ✓

Table 3.1 The Rule of identifying type metaphor in slogan 1/ picture


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- The coherence text of slogan in advertisement

After collecting and identifying the data for type of metaphor in advertisement, the researcher go to the second case, it is about the coherence text of slogan in advertisement. In the second case, researcher only needs text from the slogan. The coherence of text has two kinds in metaphor related discourse. The kind is intertextual or intratextual. This below example explained how the researcher identification the data.

“Wonderful Indonesia”

Figure 3.5 Example of Identifying the Collected Data for the Coherence Text of Slogan in Advertisement

The texts were divided by underscoring in two different colors as illustrated in the table below.

Types of underlines

Kind of coherence discourse in metaphor based on text

Intertextual (Type 1)

Intratextual (Type 2)

Table 3.2 The Rule of identifying the coherence of text in metaphor


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b. Classifying the data

- Type of metaphor in advertisement

After collecting and identifying data for type of metaphor in advertisement which came from label of content slogan, researcher needed to describe the data to know the meaning of each data in slogan. And the data also explains to know clearly classification in the table.

Data:

The advertising slogan of Indonesia is used “VP”. The slogan contained

the picture is mythical bird, which is became symbol of Indonesia

country and the slogan also cointained the text “Wonderful Indonesia”.

Figure 3.6 Example of Describing Type of Metaphor in

Advertisement

1/ image


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Table 3.3 Example of Classifying the Data for Type of Metaphor

Then, the data was charted to compare the percentage between types of metaphor. The chart consist three types, which are pictorial metaphor, verbal metaphor, and verbo-pictorial metaphor. The researcher wants to compare the common type of metaphor in advertisement.

- The coherence text of slogan in advertisement

In this case, researcher needed to describe the data in order that to know about the coherence text of each other in slogan. The researcher also needed to show the classification the data in the table.

No. Slogan P V VP

1

INDONESIA

2

3


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Data:

“Wonderful Indonesia”

The coherence text: “Wonderful” is compared with the world cultural heritage humanity. (1:44)

Figure 3.7 Example of Describing the Coherence Text

After that, the researcher categorized the data with the table below.

Table 3.4 Example of Classifying the Data for Type of Metaphor

In the analysis, Researcher was used the chart to show the percentage between type 1 and type 2 labels. The chart was helped researcher to choose about the result of the common type in the coherence text in slogan.

Slogan

Type of Coherence

Discourse the word Finding (time duration) Type 1 Type 2

Indonesia ✓ Wonderful 0:46; 1:44; 2:02


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CHAPTER IV

FINDINGS AND DISCUSSION

This chapter will present the findings of the performed research analysis as discussed in chapter methodology. The result from the two-research question will be examined and compared in detail. Research findings will be discussed in general term.

4.1 Findings

This present study creates several results of the data analysis. Type of metaphor in advertisement as the first finding that have three types in analysis. They are pictorial metaphor, verbal metaphor, and verbo-pictorial metaphor. In addition, the coherence text of slogan ASEAN tourism is presented the second findings as coherence metaphor in discourse, which has intratextual and intertextual types.

4.1.1 Type of Metaphor in Advertisement

Type of metaphor in advertisement is the first data analyzed in this study. The researcher collects all slogan tourisms contain as image and text to produce the result in study. Eventually, there are 10 slogans which contain some promotion as image and text. This below chart presents type of metaphor in advertisement used by slogan tourism in ASEAN.


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Figure 4.1 Type of Metaphor in advertisement

The figure 4.1 above portrays Type of Metaphor in Advertisement based on general. In slogan tourism of ASEAN, type of pictorial metaphor is not produced in the study. 0 % is about pictorial metaphor. Meanwhile, there are 2 slogans that produced type of verbal metaphor with 20 %. The slogans are from Myanmar and Thailand that are contained only text in promotion. And commonly, there are 8 slogans or 80 % tourism of ASEAN used type of verbo-pictorial metaphor, which they are contained picture and text in slogan promotion. They are from Indonesia, Singapore, Cambodia, Vietnam, Brunei Darussalam, Laos, Malaysia, and Philippines. The content of each slogan are explained in table 4.1 below.

20%

80%

Type of Metaphor in Advertisement

pictorial metaphor

verbal metaphor

verbo-pictorial metaphor


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Table 4.1 Describing the Content of each Slogan

4.1.1.1 Pictorial Metaphor

Based on the data presented in the table 4.1, Type of pictorial metaphor is not found in the data. It means that pictorial metaphor is not used in slogan tourism of ASEAN. It can be seen by the amount of type of metaphor in slogan, which contains ten slogans from ASEAN. Among ten slogans, there is no one slogan that is included type of pictorial metaphor. Pictorial metaphor becomes less interactive type for promoting as slogan tourism because the type is only focus about picture to promote anything in advertisement.

4.1.1.2 Verbal Metaphor

Verbal metaphor becomes the minority type in the data. Based on the data presented in the figure 4.1 and the table 4.1, verbal metaphor is only contained in one slogan. Among ten slogans tourism from ASEAN, there is one slogan that is type of verbal metaphor. Verbal metaphor is only focus about text, which is not

Slogan Content of Slogan

Picture text

Indonesia ✓ ✓

Singapore ✓ ✓

Cambodia ✓ ✓

Vietnam ✓ ✓

Myanmar - ✓

Brunei Darussalam ✓ ✓

Thailand - ✓

Laos ✓ ✓

Malaysia ✓ ✓


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included picture to support promotion in advertisement. According to Forceville (2008: 272-310), Verbal metaphors are textual written language used to convey meaning of the first subject. It means that the word is completely textual and has no contained image to accompany of any kind. This type seldom is used for promoting slogan because the type is little interest to use in advertisement. Furthermore, type of verbal metaphor found in the data is slogan from Myanmar. Besides, the others slogan are not found in this type. It is obviously elaborated below.

1) Myanmar

Myanmar’s slogan is included type of verbal metaphor in slogan tourism of ASEAN. Myanmar is become one of slogan which contain text in advertisement. It is equal to 10 % from 20 % the amount of verbal metaphor percentage in the entire data of slogan tourism in ASEAN. Based on the data analyzed, the researcher found “text” in slogan from Myanmar. It is illustrated in Data 1 as followed.

Data 1

The text “Myanmar let the journey begin” which is sign with highlighted by yellow color in slogan of Data 1 is classified as one of

text

V


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the type of V. Specifically, this slogan is categorized as V because it contain only text in slogan tourism promotion. Yu (2009: 24) clarifies that since advertising slogans carry the property of context, there is possible interpretation the slogan of a single focus.

The existence of V in slogan of Myanmar is contained the text ““Myanmar let the journey begin” to promote about tourism destination from the country. The slogan is only used one subject to convey meaning about the feature of tourism in advertisement. The subject of the slogan is text “Myanmar let the journey begin”, which has meaning about Myanmar become the first country to start journey in the world. When the people read the slogan, every people have different meaning from the slogan. But the point is “Myanmar let the journey begin”.

It can be concluded that Data 1 is generally represent as V. The slogan of Myanmar is only contained with text to convey meaning to the reader. The use of V is generally focused about textual as word, which is no picture to support this slogan.

2) Thailand

There is slogan of Thailand which is categorized as V. Thailand’s slogan is included V because there is only contained the text in slogan. This slogan supports 10 % of 20 % the amount of V in percentage the data. The slogan is exemplified below.


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Data 2

The above of Data 2 is slogan from Thailand which is represents type of Vin slogan. The Thailand’s slogan tells that Slogan consist one

subject to promote about tourism in advertisement. Therefore, Thailand is given only one focus of the text in the slogan to promote tourism in advertisement. There is picture to accompany text of “Amazing Thailand always amazes you” in slogan. The text of “Amazing Thailand always amazes you” has meaning that Thailand became the amaze country for all people. The word “Amazing” refer to facilities of Thailand, which Thailand always gives happiness and smiles with supply good facilities for the visitor in Thailand.

To conclude, The Data 2 is included as V in slogan tourism of ASEAN. The slogan has category V because it contains only the text to promote tourism in slogan.

V


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4.1.1.3 Verbo-Pictorial Metaphor

pictorial metaphor becomes majority in this present study. Verbo-pictorial is commonly used in slogan tourism of ASEAN. It is proved from presented data in the figure 4.1 and the table 4.1, slogan tourism of ASEAN truly represents verbo-pictorial with higher percentage. The amount of verbo-pictorial is become domination between another type of metaphor in advertisement. It reaches 80 % or 8 slogans of the total amount of the data. Verbo-pictorial is a combination of picture and words as the primary focus in presentation. It becomes the favorite type in the world of advertisement as slogan. According to Forceville (2008: 272-310), this type makes the meaning of metaphor in slogan clear because the combination of the verbal and the pictorial elements in one slogan. It means that the text and the picture have correlation to make understand about meaning in slogan. Therefore, type of verbo-pictorial metaphor found in all data of slogans tourism in ASEAN, except slogan from Myanmar. It is obviously elaborated below.

1) Indonesia

Indonesia’s slogan is implied in type of verbo-pictorial metaphor. Among 90 % of the data, there is Indonesia’s slogan which contain category of verbo-pictorial in advertisement. It is 10 % of 80% of the data verbo-pictorial. In fact, this percentage is really influence the existence of verbo-pictorial in slogan tourism of ASEAN. The following Indonesia’s slogan is one of the data.


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Data 3

Indonesia’s Slogan in Data 3 is categorized as VP. Anderson (1998: 4) states that verbo-pictorial may require both the image and the text to support each other to be understood. In this case, Indonesia’s slogan is included slogan classified as VP because Indonesia’s slogan contained about picture and text in slogan promotion.

Related to the content of type VP, Indonesia’s slogan is contained

the picture of “Mythical bird” which is become symbol for Indonesia country. So, in the slogan is contained “Mythical bird” to show identity of Indonesia. In the slogan, the picture of “Mythical bird” is described with all kinds of color. Besides, Indonesia’s slogan also is contained the text of “Wonderful Indonesia” which is used to promote about tourism destination from this country. “Wonderful Indonesia” is described about beautifully of Indonesia in world tourism. The slogan used two subjects to convey meaning about tourism in advertisement. It makes easy for people to get point of the slogan.

Picture


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All of content of Indonesia’s slogan is showed that is VP. The picture of “Mythical bird” and the text of “Wonderful Indonesia” have correlation to support each other in the slogan. Therefore, the Data 3 of the data already represent as VP.

2) Malaysia

As the real name of verbo-pictorial, Malaysia’s slogan is really represented about verbo-pictorial. This slogan is used by Malaysia only for showing that the slogan included type of verbo-pictorial in advertisement. From the data taken, one slogan of Malaysia is equal to 10 % of 80 % the whole slogan of verbo-pictorial. The percentage influences the existence of verbo-pictorial in slogan tourism of ASEAN. The data of Malaysia’s slogan is presented below.

Data 4

The Data 4 signifies the use of type VP. In the case, Malaysia’s

slogan becomes the category of VP because the slogan is contained about

VP

Text


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picture and text in the promotion advertisement. Correlation with the content of Malaysia’s slogan, the picture is described about “Drum”

which is become symbol to promote tourism for the country. The picture of “Drum” is supported the other object of text “Truly Asia”, which has meaning that Malaysia is origin of Asia. Malaysia is more stress about Asia in the slogan promotion. Malaysia wants to offer understanding for people that the country has characteristic of Asia.

To conclude, the Data 4 deal use VP in slogan tourism promotion. The content of slogan uses two focuses to convey message for the reader.

3) Singapore

Singapore’s slogan consists some element from type of pictorial. There are two subjects represent the use of category verbo-pictorial by Singapore. This is equal to 10% from whole of amount verbo-pictorial in advertisement. Based on the data analyzed, the researcher found that the slogan contained about “text” and “picture” in slogan from Singapore. Singapore’s slogan exactly shows this below.

Data 5

Text

VP


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The slogan of Singapore is one of the examples of VP. VP is used to promote with the different subject in slogan. In Data 5 represents that there are two subject of Singapore’s slogan.

Singapore’s slogan really shows that it has different subject in slogan promotion. The subject is picture of “square” and text of

“YourSingapore”. There are many “Square” in the slogan with design full color which indicated that Singapore has variety building in this country. “Square” becomes the symbol for Singapore because

“square” compare with window in building in the country. And the text of “YourSingapore” also support about the picture of “square” in this slogan. “YourSingapore” describe that Singapore is become center of country in Asia. Through this text, Singapore has purpose that all people will visit in this country as them own country.

4) Vietnam

Vietnam’s slogan also influences the amount of verbo-pictorial used by the slogan tourism in ASEAN. With 10% of the percentage in verbo-pictorial, this slogan counted category of verbo-pictorial because the slogan consists two subjects to promote tourism in advertisement. Vietnam’s slogan is presented below.


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Data 6

The Data 6 is described that Vietnam’s slogan as VP. Vietnam’s

slogan consists two subject which the subject is support each other in slogan. The first subject is picture of “flower” with colorful calyx. It means that Vietnam is described as flower in the slogan. “Flower” reflects symbol of beauty, which there are beauty in tourism Vietnam. The second subject is text of “Timeless Charm” which is explained about Vietnam has tractive power with present beauty and charm without limit. To conclude, Data 6 use VP in the slogan.

5) Cambodia

Verbo-pictorial is influenced in the Cambodia’s slogan. Considering the percentage, slogan of Cambodia gives 10 % to 80 % of amount type of

VP

Picture


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Related to the data, this case is also distinguished into intertextual and intratextual. Intertextual consist of 2 slogans. They are Cambodia and Brunei Darussalam. Besides, intratextual have 8 slogans. Those are Indonesia, Singapore, Malaysia, Vietnam, Myamar, Laos, Philippines, and Thailand. The entire data of the text are included in 10 slogans.

The coherence texts of slogan in ASEAN are created in few numbers. Intertextual is used for 2 slogans or 20 %, which every slogan is produced 10 % in the amount. Whereas, intratextual as the highest type which exist for 8 slogans or 80 %. It followed by Indonesia, Singapore, Malaysia, Vietnam, Myanmar, Laos, Philippines, and Thailand.

To conclude the entire data, this present study produces the type of metaphor in advertisement and the coherence discourse of the text in slogan. The fist finding is about the commonly type of metaphor in slogan tourism of ASEAN. The commonly type is pictorial in slogan. To summarize, slogans of pictorial is counted for 80 %. It means that there are 8 slogans used type of verbo-pictorial. And the lowest type of verbal metaphor is produced 2 slogans, which is equal 20 %. The second is about the coherence discourse of the text in slogan tourism of ASEAN. The highest type is intratextual, which is reflected in 8 or 80 % slogan of ASEAN. And the balance of 2 slogans is included type of intertextual. It is equal with 20 % of the whole data in slogan tourism ASEAN.


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5.2 Suggestion

This present study concentrates the analysis metaphor by combining type of metaphor in advertisement and the coherence discourse in metaphor based on text. Types of metaphor in advertisement used are the whole content of the slogan. Moreover, the coherence discourse in metaphor is established through the text of slogan. Further research is suggested to apply the other theories of metaphor in order to expose characteristic of metaphor. In addition, the other linguistic device like discourse is also proposed to be applied in order to examine metaphor. Specially, relating the analysis of type of metaphor in advertisement and the analysis of the coherence discourse in metaphor very deeply can be a great further research. The result of analyzing type of metaphor in slogan tourism of ASEAN can influence the way someone gets idea through one of type of metaphor will be an innovative deeper analysis. Conversely, relating the analysis of the coherence text of slogan through discourse in metaphor will be also usefully. There are many variety discourse in metaphor, It can be inspiration to someone if want analysis about discourse part. In other matter, there are many subject of the research is also recommended for further research. Research about the present can investigate changes in another subjects of metaphor and hopefully hypothesize about it is use in the future.


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