Beauty Metaphors in Advertising in American and Russian Women`s Fashion Magazines

( Ekaterina Chon ),( Yoon-kyoung Joh ) 21세기영어영문학회 2017 영어영문학21 Vol.30 No.1

Metaphors are widely used in advertising, where they have special characteristics and serve to persuade customers to buy products or services being advertised. Metaphors can be seen as a reflection of the culture where they are used. In this paper we look at metaphors from the perspective of Conceptual Metaphor Theory and examine metaphors for beauty that are used in American and Russian fashion magazines for women. In analyzing beauty metaphors, we characterize which source domains each culture uses and explore how these source domains are similar or different. As recognizing the cultural applicability of different concepts based on metaphors is essential for advertising, translation, cultural communication, product placement and other areas, we believe that our study can make some contributions.

Context Priming in Body Part Metaphors

Ekaterina Chon,조윤경 21세기영어영문학회 2019 영어영문학21 Vol.32 No.2

This study explores two different approaches to metaphors: the Conceptual Metaphor theory and the Relevance theory. Although these theories vary in many respects, they both attribute high values to context in interpretation of metaphors. Sufficient context allows speakers to use appropriate metaphors and listeners to draw on the right implicatures. Metaphor Prediction hypothesis was suggested by Martin (2007) and proposed that there are three types of context that allow for metaphor use. This study puts this hypothesis to question and tests it with the body part metaphors retrieved from the iWeb corpus. Most body part metaphors are highly conventionalized and are found in corpus without context priming in the way Martin (2007) suggests it. We conclude that context should be understood in a broader way than Martin (2007) does and provide an overview of connected studies in support of a global approach to context.

Russian Motion Verbs in Line with English Phrasal Verbs

Chon, Ekaterina,Joh, Yoon-kyoung 한국중앙영어영문학회 2019 영어영문학연구 Vol.61 No.2

Russian motion verbs constitute a notoriously difficult topic for learners of Russian as a foreign language. These verbs incorporate aspect, directionality, manner of motion, path and tense within a single lexeme. Combined with various prefixes, they can also express more diverse types of motion. They can develop their meanings from spatial to more abstract ones. The conceptual motivation for metaphorical extensions may be more or less evident both to native speakers and learners of Russian as a foreign language. This paper shows with examples from real language that it is possible to make some generalizations about metaphorical development of spatial meanings of the Russian motion verbs. Providing them to learners may improve their understandings. Understanding of spatial schemas of prefixes may also ease comprehension of prefixed non-motion verbs. It was also concluded that in many cases Russian motion verbs used metaphorically do not express any real motion and are used for abstract concepts. This phenomenon in Russian can be understood in comparison to English phrasal verbs whose metaphorical extensions have been extensively scrutinized recently.

A Corpus Approach to Dog Metaphors in American English

Ekaterina Chon,Yoon-kyoung Joh 한국영어학학회 2018 영어학연구 Vol.24 No.3

This paper looks at animal metaphors on the example of DOG metaphors in the Corpus of Contemporary American English. It examines the nominal, adjectival and verbal uses of DOG metaphors and their evaluative meanings. This paper attempts to explain how evaluation of metaphors depends on the word class and features of the source domains it elaborates on. Based on many interesting observations made in this paper, we arrive at two conclusions. First, we find the generalization that the less animate DOG metaphors are, the less positive they become since verbal DOG metaphors do not reveal positive connotations while nominal and adjectival uses do. Second, we confirm Deignan s claim that grammatical rigidness can be one of the factors that generate higher level of metaphoricity since we found that the rigid form dogged is mostly used metaphorically.

What Nominal CAT Metaphors Tell about HUMANS ―A Corpus-Based Study

( Ekaterina Chon ) 21세기영어영문학회 2023 영어영문학21 Vol.36 No.4

This study explores nominal metaphorical expressions utilizing CATS as the source domain and HUMANS as the target domain within the Corpus of Contemporary American English (COCA). The findings illustrate that the metaphorical mappings between the CAT source domain and the HUMANS target domain are grounded in traits such as greed, sexual behavior, resilience, timidity, and composure. Contrary to prior claims, many of these metaphors demonstrate gender neutrality, except for “tom cat.” The gender association was shown to be attributed by the target domain rather than the CAT domain. The research challenges previous notions of negative connotations linked to CAT metaphors, emphasizing the need for a broader understanding encompassing various aspects of CAT metaphors

Metaphoricity of the Phrasal Verbs Get through, Get along, and Get by

( Ekaterina Chon ),( Yoon-kyoung Joh ) 21세기영어영문학회 2018 영어영문학21 Vol.31 No.2

This paper looks at the phrasal verbs get through, get along, and get by in the Corpus of Contemporary American English (COCA). It attempts to explain how their non-literal meanings are created through combinations of metaphor and metonymy - and shows that different senses of the same phrasal verbs, especially the rigid forms, can have different degrees of metaphoricity. This study shows that phrasal verbs with the same verbal component can have different meanings, depending on the meaning of the particle and on the semantics of the collocates the phrasal verb is used with. The discussion suggests that a combination of corpus search and analysis based on the semantics of prepositions should be used to define the processes of generating the metaphoricity of phrasal verbs.

Russian Motion Verbs in Line with English Phrasal Verbs

Ekaterina Chon,조윤경 한국중앙영어영문학회 2019 영어영문학연구 Vol.61 No.2

Russian motion verbs constitute a notoriously difficult topic for learners of Russian as a foreign language. These verbs incorporate aspect, directionality, manner of motion, path and tense within a single lexeme. Combined with various prefixes, they can also express more diverse types of motion. They can develop their meanings from spatial to more abstract ones. The conceptual motivation for metaphorical extensions may be more or less evident both to native speakers and learners of Russian as a foreign language. This paper shows with examples from real language that it is possible to make some generalizations about metaphorical development of spatial meanings of the Russian motion verbs. Providing them to learners may improve their understandings. Understanding of spatial schemas of prefixes may also ease comprehension of prefixed non-motion verbs. It was also concluded that in many cases Russian motion verbs used metaphorically do not express any real motion and are used for abstract concepts. This phenomenon in Russian can be understood in comparison to English phrasal verbs whose metaphorical extensions have been extensively scrutinized recently.

New Women Metaphors in Advertisements

CHON EKATERINA,조윤경 미래영어영문학회 2019 영어영문학 Vol.24 No.4

Previous studies on women representations in advertisement mostly belong to the field of Critical Discourse Analysis. The main point they make is that advertisements are another way of evoking discrimination against women, mostly through objectification. This is possible due to the prevalent metaphor A WOMAN IS AN OBJECT and most commonly A WOMAN IS A SEXUAL OBJECT. This paper tries to show that there are better ways to advertise with the use of women images by bringing in new non-offensive metaphors such as A WOMAN IS INDEPENDENCE, A WOMAN IS A PROFESSIONAL, A COMPANY IS A WOMAN and also metaphors that challenge traditional views of gender. There is still enough of examples of offensive advertisements even from the world-famous brands. However, there are more and more better advertisements as the ones that were presented in this paper. Recognizing them may have the effect of raising consumers' awareness of gender equality, and makes discriminative kinds of advertisement come to have no place in our society even though the change might be gradual.

Prepositional Variation Observed in the Adjective Effective

( Ekaterina Chon ),조윤경 ( Yoon-kyoung Joh ) 한국현대언어학회 2018 언어연구 Vol.34 No.1

This study describes possible motivations for the choice of prepositions when the adjective effective is used. Among various prepositions that can be used with effective, this study focuses on three prepositions for, in and at which are the most notoriously confusing, to find generalized principles about their choice. More specifically, we suggest that the preposition for is selected when the goal or beneficiary is regarded to be important. The preposition in is employed when the subject is seen as the only source of effectiveness in a situation of its intense involvement. Lastly, the preposition at is found to be used when the subject is not the only source. In a word, we claim that the choice of the three different prepositions depends on the kind and degree of the involvement of the subject which is being effective. (Mokpo National University)

Context Priming in Body Part Metaphors

Ekaterina Chon,Yoon-kyoung Joh 21세기영어영문학회 2018 21세기영어영문학회 학술대회 Vol.2018 No.11