AN ANALYSIS OF METAPHOR IN JAKARTA POST BUSINESS

ARTICLES ON MAY 5, 2014 EDITION

BY:

FADILAH MAHMUDAH

1110026000088

ENGLISH LETTERS DEPARTMENT

LETTERS AND HUMANITIES FACULTY

STATE ISLAMIC UNIVERSITY “SYARIF HIDAYATULLAH”

JAKARTA

2015
 ABSTRACT

Fadilah Mahmudah, An Analysis Of Metaphor In The Jakarta Post Business

Articles On May 5, 2014 Edition. A thesis English department faculty, culture
and humanities faculty, state Islamic University Syarif Hidayatullah, Jakarta,
2015.
This research discusses the metaphor in business articles of The Jakarta
Post on May 5, 2014 edition. The aim of this research is to find out the types of
metaphors used in the business article of the Jakarta Post Newspaper. Moreover,
the writer identifies word or phrases in the sentence according to the type of
metaphor to make it easier and understand the implied meaning which contained
in the word or phrase on the business articles. The writer uses qualitatives
research to analyze the data. The writer also classified metaphor into 3 types, they
are: ontological metaphor, orientational metaphor and structural metaphor.
Furthermore, the writer explains the metaphorical meaning of the word or pharse
in the sentence on the articles business based on the types. Metaphorical
expression can help the readers to understand the message from the author.
The result of the study shows, they are: 7 structural metaphors, 8
orientational metaphors and 14 ontological metaphors. The most of the metaphor
linguistic that occurs in The Jakarta Post Business Articles On May 5, 2014
Edition is ontological metaphor.

i
 DECLARATION

I hereby declare that this submission is my own work and that, to the best
of my knowledge and belief, it contains no material previously published or
written by another person nor material which to a substantial extent has been
accepted for the award of any other degree or diploma of the university or other
institute of higher learning, except where due acknowledgement has been made in
the text.

Jakarta, 19 March 2015

Fadilah Mahmudah

iv
 ACKNOWLEDGEMENT

In the name of Allah, the most gracious, praise, gratitude be to Allah for

giving the writer ability and health to finish this paper. Blessing is upon our

prophet Muhammad Shallallahu„alaihi wasallam, his descendent and his

followers.

This thesis presented to the English Letter Department Faculty of Adab

and Humanities Syarif Hiduyatullah, State Islamic University Jakarta as a partial

of requriements for the Degree of strata 1. The writer would like to say thanks to

her wonderful advisors Mr. Dr.H. M. Farkhan, M.Pd and Mrs. Pita Merdeka, M.A

for their valuable guidance, contributions and patience while the writer writes the

thesis.

The writer also likes to express the gratitude to those who helped her in

finishing this thesis, namely:

1. Prof. Dr. Sukron Kamil, MA, the Dean of Adab Humanities Faculty.

2. Drs. Saefudin, M.Pd, the Head of English Letters Department and Mrs.

Elve Oktafiyani, M.Hum, the Secretary of English Letters.

3. All the lectures in English Letters Department for teaching precious

knowledge and wonderful experience during the study.

4. The librarians of letters an humanities faculty, the librarians of state

Islamic University of Jakarta, and the librarians of Unika Atmajaya

Jakarta.

5. The writer‟s lovely parents: Hamzah and Herni for giving her spiritual

support in this life.

v
6. The writer‟s beloved sisters: Murniaty and Huzaimah Hamzanih for the

inspiration and support in especially during the research.

7. The writer friends: Desi Hasni Asis, Audia Eriana, Lestari Rezeki, Debi

Ratnawati, Rizki Amalia, Ega Dwi Rakhmawati, Deri Indria Santi, Lala

Nufaela, Klara Sarastiana, Winda Ainnur Happy, Ida, Intan (Eca) and

Laila always help her for academic writing during the research.

8. All of the writer‟s friends at UIN Jakarta: Happy C family class, Linguistic

B class, Anomali group (Adea, Aida, Aisyah, and Dian) and Jejak KKN

2013.

9. The writer‟s friends in High School (Fitri Mawarning Tyas, Ayu Ratna

Sari, Maratush Sholihah, Novita Rizkiah, Miranti Wulandari, Ummu

Musyahidah, Emilia Lestari and Sri Dewi Reno Sari)

Jakarta, 19 March 2015

The Writer

vi
 TABLE OF CONTENT

ABSTRACT ......................................................................................................... i

APPROVMENT .................................................................................................. ii

LEGALIZATION................................................................................................ iii

DECLARATION ................................................................................................. iv

ACKNOWLEDGEMENT .................................................................................. v

TABLE OF CONTENT ...................................................................................... vii

CHAPTER I INTRODUCTION ..................................................................... 1

A. Background of the Study...................................................... 1

B. Focus of the Study................................................................ 5

C. Research Questions .............................................................. 5

D. Significance of the Study ..................................................... 5

E. Research Methodology ........................................................ 5

1. The Objectives of Research .......................................... 5

2. The Method of Research ............................................... 6

3. The Technique of Data Analysis ................................... 6

4. The Instrument of the Research .................................... 6

5. The Unit Analysis ......................................................... 7

6. Time and Place of Research .......................................... 7

vii
CHAPTER II THEORETICAL FRAMEWORK .......................................... 8

A. Previous Research .................................................................. 8

B. Concepts ................................................................................. 10

1. Metaphors .......................................................................... 10

2. Conceptual Metaphors ....................................................... 12

3. Kinds of Metaphor ............................................................. 13

1. Structural Metaphor ...................................................... 13

2. Orientational Metaphor ................................................. 16

3. Ontological Metaphor ................................................... 16

CHAPTER III RESEARCH FINDINGS ......................................................... 20

A. The Data Description ........................................................... 20

B. The Data Analysis ................................................................ 20

CHAPTER IV CONCLUTION AND SUGGESTION .................................... 44

A. Conclusion .............................................................................. 44

B. Suggestion .............................................................................. 45

BIBLIOGRAPHY ............................................................................................... 46

APPENDICES ..................................................................................................... 49

viii
 CHAPTER I

INTRODUCTION

A. Background of Study

Using word in a language is very important because it has many

kinds of meaning, such as the word‟s meaning in pragmatic and semantic

sciences. Both of them denote different meanings or the word. Moreover,

according to Fromkin, the possession of language, perhaps more than any

other attribute, distinguishes humans from other animals.1 In the language

itself, there are many words organized to be a sentence which can be

understood in their semantic or pragmatic meanings.

According to Aristotle cited from Deborah, meaning is the

intentional content of the psychological state for which the word stands.

He holds, neverthless, that the relevant mental states (meanings) are the

same for all humans and are likenesses of extramental states of affairs.2

Therefore, word, phrase, and sentence have meanings that can describe an

idea, emotion, imagination, and so on. One of the ways to describe

expression and imagination of the meaning is by figurative language. In

addition, figurative language is the creative manipulation of the

phonological, syntactic, semantic, pragmatic structure of texts, or

associations of normal language use, producing “extra‟ patterning to

arrive

1
Victoria Fromkin, Robert Rodman and Nina Hyams, An Introduction to language, 7th(Boston:
Thomson.2003), p.3.
2
Deborah K.W. Modrak, Aristotle‟s theory of language and meaning, (UK: Cambridge University
press. 2001),p.13.

1
 2

at vivid expressions and innovative ideas.3 Figurative language can explain

the implicit meaning of the word, phrase or sentence in novel, poem,

newspaper, and many more. One type of figurative language is metaphor;

it is to analyze the content of the implicitly meaning offered in the word

phrase or sentence by the writer to the reader. In the cognitive linguistic

view, metaphor is defined from this “classical‟ perspective as a figure

of speech in which one word is used to indicate something different

from literal meaning, so that one thing or idea is likened to a different

thing or idea.4 There are 3 types of metaphor which have different

definition and examples, there are: ontological metaphors, orientational

metaphors, and structural metaphors.5 The example of ontological

metaphor can be seen on the word inflation. The following is the

explanation of the process ontological metaphor.

“INFLATION IS AN ENTITY”

(1) Inflation is lowering our standard of living.

(2) Inflation is increasing every year.

(3) The negative aspects of inflation far outweigh the positive ones.

(4) Inflation is ruining our economy.

(5) We have to fight inflation or it will conquer us6.

3
“Figurative speech,”Encyclopedia of Linguistic, vol.1. (New York and Oxon, UK : Fitzroy
Dearborn, 2005), p.335.
4
“Metaphor,” Encyclopedia of Linguistic, vol.2. (New York and Oxon, UK : Fitzroy Dearborn.
2005), p. 677.
5
Zoltan Kövecses, Metaphor: A Practicial Introduction, 2nd , ( Oxford : Oxford University Press.
2010), p.5.
6
James R. Hurford,Breandan Heasley, and Michael B.Smith, Semantics: A Course Book, 2nd,
(New York: Cambridge University Press. 20007),p.336.
 3

The inflation is unclear word, but made as if the physical object, so

the inflation metaphor is an “entity”. Otherwise, the inflation word itself is

a word in economic term that means the rate at which the general level of

prices for goods and services is rising, and, subsequently, purchasing

power is falling. Central banks attempt to stop severe inflation, along with

severe deflation, in an attempt to keep the excessive growth of prices to a

minimum.7 So, the example above is ontological metaphor types, therefore

the purpose or the function of ontological metaphor is to describe emotions

or something abstract.

The Jakarta Post is one example of newpapers that includes some

information about problematic situations with the new trough article

everyday, like business in economic global, education, and etc. Inside

business article there are many metaphors found in business articles, but

the use of metaphor makes the readers have difficulty to understand the

article. Most of the reader does not understand unclear word like economic

terms to describe economical situation. Those make the writer chooses

metaphor to analyze in this thesis. The example of metaphor words in the

business articles are taken from The Jakarta Post newspaper on May 5,

2014:

1. Q1 investments boom, but jobs remain scare 8

2. Unique floating lab showcases‟Aliens of The Sea‟9

7
Investopedia “Inflation”, Accessed date on September 6, 2014 retrieved from
http://www.investopedia.com/terms/i/inflation.asp
8
The Jakarta Post, 5 May 2014, p.13.
9
Ibid.,p.18.
 4

First, the phrase of “investments boom” is orientational metaphor

because boom has a meaning of “Up”, whereas “jobs remain scare” is

ontological metaphor because it describes abstract situation. So the

meaning of the example above is despite the best quality in invesment has

increased, but it should be careful because the job is just started.

Furthermore the phrase “Aliens of The Sea” is example of structural

metaphor because the aliens does not come from the sea. The phrase above

to describe the newly discovered marine animals in laboratory research.

Therefore, newspaper has a lot of words or phrase containing the implicit

meaning to delivery the messages. In the business articles, there are

different meanings and types of metaphor.

So, the writer wants to examine The Jakarta Post newspaper

because it always updates the news everyday not only in the country but

also abroad. The writer focuses on business articles because the

information is needed by everyone and business also influence all

economic aspects .

This research is expected not only to help the reader to know the

message from metaphor but also to add the knowledge while they are

reading business articles. Language on business articles has economic

terms that complicate the reader to know what the meaning of the terms.

Because economic terms also have special meaning, so the readers need to

know the meaning of words in economy itself.

 5

B. Focus of the Study

This research focuses on the implicit meaning and types of

metaphor content in the articles of The Jakarta Post on May 5, 2014.

C. Research Questions

Based on the background and the focus of study, the problem will

be discussed in two questions:

1. What types of metaphor in fifteen business articles in The Jakarta Post on

May 5, 2014 mean?

2. How does metaphor support the messages in fifteen business articles in

The Jakarta Post on May 5, 2014?

D. Significances of the Study

The writer hopes that this research gives a benefit for the readers to

increase the knowledge in linguistic, especially for study of implicit

meaning in metaphor. In addition, the writer expects this study gives a

contribution to another researcher in analyzing the meaning related.

E. Research Methodology

1. Objective of Research

The objectives of this research are:

1. To find out of the types and its meaning of metaphor in fifteen

business articles in The Jakarta Post on May 5, 2014.

2. To find out how the metaphor support the messages in fifteen business

articles in The Jakarta Post on May 5, 2014.

 6

2. The Method of Research

The research uses a qualitative method. According to Bogdan and

Taylor citied from James Potter, qualitative methodologies refer to

research produce descriptive data: people‟ s own written or spoken

words and observable behavior.10 The data in this study is The

Jakarta Post newspaper, which describes the metaphorical language on

articles on economics and business on May 5, 2014, and it was intended

to explore the meaning and types of the metaphor.

3. Data Analysis Technique

In this research, the writer uses descriptive analysis techique. Here,

the techniques used in this research by the writer explains the meaning of

the metaphor word and then categorize the types of metaphor which is

used in the sentence of the business articles. After that, the writer

explains the delivery message contained in metaphor from the author to

the reader in The Jakarta Post on May 5, 2014.

4. Instrument of the Research

The instrument of this research is the writer herself by reading and

searching of word, phrase, and sentence that have meanings and types of

metaphor in The Jakarta Post on May 5, 2014. Besides the writer, the

other supporting instruments of the research are economic and Oxford

dictionaries and two students of UIN Syarif Hidayatullah in Economics

and Business major. Furthermore, data card of the research is saved on

10
W. James Potter, An Analysis of Thinking and Research about Qualitative Methods, (USA:
Lawrence Eribaum Associates. 1996), p. 21.
 7

the metaphor thesis files on the document that is on the writer‟s

computer.

5. The unit of Analysis

Unit of analysis that is used in this research is an edition of

business articles in The Jakarta Post on May 5, 2014.

6. Time and Place of Research

This research starts on March 2014 and will finish on March 2015.

The writer does this research at Palmerah, West Jakarta, Indonesia.

 CHAPTER II

THEORETICAL FRAMWORK

A. Previous Research

As consideration, the writer lists two theses with similiar topics about

metaphor. First, Rislah Nuur Fithri11 has done a research entitled “An

Analysis of Metaphor Translation in Novel Avatar The Na‟vi Quest” in 2011.

She explains the data containing metaphorical meaning in translation

viewpoint. In the research she uses the theory of Peter Newmark, furthermore

she uses a novel as the corpus. She find six types of metaphor, there are:

dead, cliché, standard, adapted, recent, and original metaphor. From the data

analysis shows, that the majorities number of analyzed metaphor in her

research is standard metaphor.

The others, Lailiyatuz Zuhriyyah12 has done a research entitled “An

Analysis of Metaphor and Metonymy on Stephenie Meyer‟s Novel Breaking

Dawn” in 2011. She uses theory of George Lakoff and Mark Johnson. She

examines a meaning of metaphor and metonymy types. Not only Rislah Nuur

Fithri but also Lailiyatuz Zuhriyyah uses the novel as the data to find the

implied meaning of metaphor. Furthermore, she analysis metaphor into three

types, they are: structural metaphor, orientational metaphor, and ontological

metaphor. In the research, she analysis metonymy and divide it into four

11
Rislah Nuur Fithri, “An Analysis of Metaphor Translation in Novel Avatar The Na‟vi Quest”. (A
Thesis S1: State Islamic University Syarif Hidayatullah Jakarta, 2011), p.20-21
12
Lailiyatuz Zuhriyyah, “An Analysis of Metaphor and Metonymy on Stephenie Meyer‟s Novel
Breaking Dawn”. (A Thesis S1: State Islamic University Syarif Hidayatullah Jakarta, 2011), p.64.

8
 9

types, they are: part for whole with three expressions, producer for product

with three expressions, container for contained two expressions, and

institution for people responsible, place for event, object used for user, action

for object, agent for action, prossed for possesior, controller for controlled,

with each one expression. So, that the reader can portray clearly the story in

the novel.

Furthermore, Aizul Maula13 has done research entitled “A Metaphor

Translation of the Holy Qur‟an: A Comparative Analytical Study” in 2011.

He uses a lexicological metaphor concepts that proposed by Dickin, where

the dictionary becomes the main source of the analysis. He analyzes and

compares the translation of metaphor in Holy Qur‟an and their corresponding

translated English versions through the four selected translations in his

research. He explains the data consists of ten examples representing two types

of metaphor: both are lexicalized and non lexicaled metaphor. His research

consists of translation, context of the verse types of metaphor and the

techniques metaphor translation used in English.

In this research entitled “An Analysis of Metaphor in The Jakarta Post

Business Articles on May 5, 2014” the writer does not use a novel or a holy

book as the corpus, but the business articles in the Jakarta Post newspaper

which contain an implied meaning in economic terms that have an unclear

meaning from business articles. Therefore, the readers can clearly understand

the types and meaning of metaphor.

13
Aizul Maula, “A Metaphor Translation of the Holy Qur‟an: A Comparative Analytical Study”.
(A Thesis S1: State Islamic University Syarif Hidayatullah Jakarta, 2011), p.i.
 10

B. Metaphors

The word, phrase, and sentence have figurative meaning to deliver of

message. So, they have various meaning such as: explicit meaning and

implicit meaning. The explicit meaning can be understood easily by the

reader, because it has an actual meaning. In the other hand, implicit meaning

is difficult to be understood because it has different meaning with the lexical

word or the real meaning. Understanding the implicit meaning of the word,

phrase and sentence, we have to learn about figurative language. One kind of

figurative language that contains implicit meaning is metaphor. The word

metaphor derives from the Greek, metapherein (transfer), as META+

pherein.14 There are some definitions of metaphors: first, according to George

Lakoff and Mark Johnson:

Metaphor is for most people a device of the poetic imagination and

rhetorical flourish-a matter of extraodinary rather than ordinary
language. Moreover, metaphor is typically viewed as characteristic of
language alone, a matter of words rather thought or action. On the
contrary, that metaphor is pervasive in everyday life, not just in
language but in thought and action. Our ordinary conceptually system,
in terms of which we both think and act, is fundamentally metaphorical
in nature15.

Another, the general theory of metaphor is:

Given by characterizing such cross-domain mappings. And in the the
process, everday abstract concepts like time, states, change,causation,
and purpose also turn out to be metaphorical.16 The other, based on
Paul Simpson: a metaphor is a process of mapping between two
different conceptual domains.17

14
Sam Glucksberg, understanding figurative language from metaphors to idioms, (New York:
Oxford University Press, 2001),p.1.
15
George Lakoff and Mark Johnson, Metaphors We Live By, (London: The University of Chicago
Press, 1980), p.3.
16
Andrew Ortony, Metaphor and Thought, ed. Andrew Ortony 2nd (Cambridge: Cambridge
University Press,1993),p.203.
17
Paul Simpson, Stylistics, (New York: Routledge Taylor & Francis Group,2004),p.41.
 11

Based on the definition above metaphorical language uses different ways

when defining a meaning from word, phrase and sentence. In addition, the

word itself is an unclear meaning that is included in the category of metaphor

such as word terms. Furthermore, the metaphor is not only in language itself

but also in the thought and action, so it has special meaning or implied

meaning.

Metaphor also has a conceptual domain, To facilitate in interpreting

metaphor, it can use conceptual metaphor where using two different domains.

The domains use clear and unclear word, however those words are real in

daily life as the comparison. The Domain is a region characterized by a

specific feature18 and based on Thesaurus, domain is area, region or distric.19

According to Kövecses: a conceptual domains our conceptual representation,

or knowledge, of any coherent segment of experience.20 Metaphors is

different from simile, for example: “The persuit of absolute safety is like

trying to get the bubbles out of wallpaper”, while the example of metaphor is

“The pursuit of absolute safety: it‟s trying to get the bubbles out of
21
wallpaper.” Metaphor is the comparison of two things without using the

words “like” or “as.” In contrast, Metaphor‟s partner, “simile”, is the

18
Dictionary.com “domain” , accessed date on 11 April 2015 retrieved from
http://dictionary.reference.com/browse/domain?s=t
19
Thesaurus “domain” , accessed date on 11 April 2015 retrieved from
http://www.thesaurus.com/browse/domain?s=t
20
Zoltan Kövecses, Metaphor: A Practical Introduction, 2nd , ( Oxford : Oxford University Press,
2010),p.324
21
Pattrick Griffiths, An Introduction to English Semantics and Pragmatics,(UK: Edinburgh
University Press,2006),p.88.
 12

comparison of two things using like or as.22 According to Bradford T Stull

said that “x” is “y” in order to understand “x” in a way that we do not

understand it yet. Differing from simile, metaphor suggests symbolically that

is complete identification between “x” and “y”.23

C. Conceptual Metaphors

According to Kövecses, conceptual metaphor is achieved by seeing a set

of systematic correspondences or mapping between the two domains.

Conceptual metaphors can be given by means of the formula A is B or A as

B, where A and B indicate different conceptual domains.24

The starting point or describing concept is often called the target

domain, while the comparison concept or the analogy is called the source

domain.25 The target domain is the topic or concept to describe through

metaphor, while the source domain refers to the concept to draw upon in

order to create the metaphorical construction. The source domain for the

metaphor can be conceptualized as „heated fluid in a container‟ because

there is the concept which provides the vehicle for the metaphorical transfer.26

There is example of mapping between the two domains :

LOVE IS A NUTRIENT

Source : nutrient Target : love

The hungry person => The person who desires love

Food => Love

22
Bradford T Stull, The Elements of Figurative Language, (US: Pearson Education, 2002),p.15.
23
Ibid.,-
24
Ibid,-
25
John I saeed, Semantics,3th ( UK: Blackwell Publishing, 2009), p.359.
26
Paul Simpson,Op. Cit.,p. 41-42.
 13

Hunger => The desire27

D. Kinds of Metaphor

George Lakofff, Mark Johnson in their book Metaphors, We Live By

(1980) and Zoltan Kövecses in his book, Metaphor: A Practicial Introduction

(2010) divided metaphors into three types, they are: structural metaphor,

orientational metaphor and ontological metaphor.28 However, Kövecses

classified for the purposes of clearer exposition, conceptual metaphors can be

classified according to the cognitive functions that they perform. There are

explanation about three types of metaphors:

1. Structural Metaphor

In this kind of metaphor, the source domain provides a relatively rich

knowledge structure for the target concept. In other words, the cognitive

function of these metaphors is to enable speakers to understand target A by

means of the structure of source B.29 Meanwhile, according to Lakoff to give

of what it could mean for a concept to be metaphorical and for such a concept

“ARGUMENT IS WAR”. This metaphor is reflected in our everday language

by a wide variety of expressions30:

“ARGUMENT IS WAR”

Your claims are indefensible

He attacked every weak point my argument.

His criticisms were right on target.

27
Zoltan Kövecses, Op. Cit.,p.95
28
Ibid.,p.37.
29
Ibid., p.-
30
George Lakoff , Op. Cit.,p.4
 14

I demolished his argument.

I‟ve never won an argument with him.

You disagree? Okay, shoot!

If you use that strategy, he‟ll wipe you out.

He shot down all of my arguments.31

“Argument” is the target domain while the “war” is the source domain.

Both have different domains, so the metaphorical words is cross-domain

conceptual mapping “Argument is war” for it in the example above using the

language term of war to describe the atmosphere in giving arguments.

2. Orientational Metaphor

Orientational metaphors provide even less conceptual structure for target

concepts than ontological ones. Their cognitive job, instead, is to make a set

of target concepts coherent in our conceptual system.32 Orientational

metaphors give concepts spatial orientation by associating an abstract

knowledge area with some aspect of experiential knowledge grounded in how

human beings understand their orientation in physical spaces of up vs down,

and front vs back, etc.33 Such metaphorical orientations are not arbitrary.

They have a basis in our physical and cultural experience. The orientational

metaphors based on them can vary from culture to culture. In each case, will

give a brief hint about how each metaphorical concept might have arisen from

our physical and culture experience.34 According to William Nagy cited from

31
Ibid,-
32
Zoltan Kövecses, Op. Cit.,p .40
33
James R. Hurford, Op. Cit p.335.
34
George Lakoff , Op. Cit.,p.16.
 15

George Lakofff and Mark Johnson in their book: Metaphors, We Live By

(1980), there are the illustrations of Up-Down in Orientational metaphors:35

 HAPPY IS UP; SAD IS DOWN

I‟m feeling up. That boosted my spirits. My spirits rose. I‟m feeling

down. I‟m depressed. He‟s really low these days.

 CONSCIOUS IS UP; UNCONSCIOUS IS DOWN

Get up. Wake up. I‟m up already. He fell asleep. He dropped off to

sleep. He‟s under hypnosis.

 HEALTH AND LIFE ARE UP; SICKNESS AND DEATH ARE DOWN

He‟s at the peak of health. Lazurus rose from the dead. He‟s in top

shape. He came down with the flu. His health is declining.

 HAVING CONTROL OR FORCE IS UP; BEING SUBJECT TO

CONTROL OR FORCE IS DOWN

I have control over her. I am on top of the situation. He‟s in a superior

position. He is my social inferior. He is low man on the totem pole.

 MORE IS UP; LESS IS DOWN

The number of books printed each year keeps going up. His draft

number is high. His income fell last year. He is underage.

 FORESEEABLE FUTURE EVENTS ARE UP (AND AHEAD)

All up coming events are listed in the paper. What‟s coming up this

week? I‟m afraid of what‟s up ahead of us. What‟s up ahead of us.

What‟s up?

35
Ibid,-
 16

 HIGH STATUS IS UP; LOW STATUS IS DOWN

He has a lofty position. She‟ll rise to the top. He‟s at the peak of his

career. He‟s at the bottom of the social hierarchy. She fell in status in

status.

 GOOD IS UP; BAD IS DOWN

Things are looking up. We hit a peak last year, but it‟s been downhill

ever since. Things are at an all-time low.

 VIRTUE IS UP; DEPRAVITY IS DOWN

He is high-minded. She has high standards. She is upright. That was a

low-down thing to do.

 RATIONAL IS UP; EMOTIONAL IS DOWN

The discussion fell to the emotional level, but I raised it back up to the

rational plane. He couldn‟t rise above his emotions.36

3. Ontological Metaphor

The term ontological is derived from the Greek root onta‟the things

which exist‟ + logy „the science of‟.37 Ontological metaphors provide much

less cognitive structuring for target concepts than structural ones do.

(Ontology is a branch of philosophy that has to do with the nature of

existence).38 According to Lakoff ontological metaphors serve various

purpose, and the various kinds of metaphors there are reflect the kinds of

purposes served.39

36
George Lakoff , Op. Cit.,p.15-17
37
James R. Hurford, Op. Cit p.335
38
Zoltan Kövecses, Op. Cit.,p .38
39
George Lakoff , Op. Cit., 25-26
 17

In general, ontological metaphors enable us to see more sharply

delineated structure where there is very little or none:

Source domain target domains

Physical object => nonphysical or abstract entities

(e.g.,the mind)

=> events (e.g., going to the race), actions

(e.g., giving someone a call)

Substance => activities (e.g., a lot of running in the game)

Container => undelineated physical object

(e.g., a clearing in the forest)

=> physical and nonphysical surfaces

(e.g., land areas, the visual field)

=> states (e.g., in love).40

The range of ontological metaphors that we use for such purposes

is enormous. The following list gives some idea of the kinds of purposes,

along with respentative examples of ontological metaphors that serve

them:41

 Referring

My fear of insects is driving my wife crazy.

That was a beautiful catch.

We are working toward peace.

The middle class is a powerful silent force in American politics.

40
Zoltan Kövecses, Op. Cit.,p.39
41
George Lakoff , Op. Cit., 26
 18

The honor of our country is at stake in this war.

 Quantifying

It will take a lot patience to finish this book.

There is so much hatred in the world.

Dupont has a lot political power in delaware.

You‟ ve got too much hostility in you.

Pete Rose has a lot of hustle and baseball know-how.

 Identifying Aspects

The ugly side of his personality comes out under pressure.

The brutality of war dehumanizes us all.

I can‟t keep up with the pace of modern life.

His emotional health has deteriorated recently.

We never got to feel the thrill of victory in Vietnam.

 Identifying Causes

The pressure of his responsibilities cause his break down.

He did it out of anger.

Our influence in the world has declined because of our lack of moral

fither.

Internal dissension cost them the pennant.

 Setting Goals and Motivating Actions

He went to New York to seek fame and fortune.

Here‟s what you have to do to insure financial security.

I‟m changing way or life so that I can find true happiness.

 19

The FBI will act quickly in the face of a threat to national security.

She saw getting married as the solution to her problems.42

There are examples of ontological metaphors: “THE MIND IS

ENTITY”, whereas the sentences have a meaning “The mind is a

machine”43:

We‟re still trying to grind out the solution to this equation.

My mind just isn‟t opereating today.

Boy, the wheeles are turning now!

I‟m a little rusty today.

We‟ve been working on this problem all day and now we‟re

running out of steam.44

42
Ibid,-
43
Ibid,- p.27
44
Ibid,-
 CHAPTER III

RESEARCH FINDINGS

A. Data Description

As in the previous chapter, the focus of thesis research is only

metaphor in Lingustics. The metaphor will be categorized into three types,

they are: structural metaphor, orientational metaphor, and ontological

metaphor. After analyzing The Jakarta Post business article on May 05,

2014, the writer found 29 metaphors in the articles, they are: 7 structural

metaphors, 8 orientational metaphors, and 14 ontological metaphors. From

the data above, the writer found that most of metaphor types used by the

article business in The Jakarta Post on May 05, 2014 is ontological

metaphor.

B. Data Analysis

The writer tabulates the data of metaphor from the corpus business

article on The Jakarta Post May 05, 2014 and categorize them to the types

which have been explained in chapter II. Those types are: structural

metaphor, orientational metaphor, and ontological metaphor.

1. Structural Metaphor

No. Metaphorical Expressions Page

1. Targeted 13

2 Fight 14

3 Heat up 15

20
 21

4. People familiar with the matter 15

5. The company‟ s gear 15

6. Hot topic 17

7. Harvest 19

Explanation 1: Structural Metaphor

1. Economic growth will be targeted to over at 5.5 percent to 6.3 percent

next year, ...

In this case, the sentence above has the verb “Targeted” to achieve

a purpose. The metaphor used in the form of structural metaphor in which

the word “Targeted” describes the condition or state of the economy.

Usually, the word “Targeted” is term of war. The metaphorical expression

is “Economy is War”. As well known that Economy and War are two

things in different domain. There are the mappings to support the

conceptual metaphor as follows:

“Economy is War”

Source : War Target: Economy

War => Economy

Weapon => Money

Targeted => Profit

In the mappings above, there are cross domain conceptual

metaphors “Economy” as a target domain and “War” as a source domain.

The word “Targeted” is used to describe the economy situation to achieve

a profit.
 22

2. Fast forward to 2014, and a flip has been noted where majority of
end-users have given up the “fight”, and have decided that
outsourcing this element might actually be a lot better for the sake of
organizational growth.

This sentence shows a case of metaphor by the noun “Fight”.

Officially, this word appears in the term of war, but the word is used in the

business. The metaphorical expression is “Business is War”. They are two

things in different domain. There are the mappings to support the

conceptual metaphor as follows:

“Business is War”

Source : War Target: Business

War => Business

Fight => Defend

Lost => Insolvent

Win => Success

In the mappings above, we will see that “Business” is the target

domain and “War” is the source domain. The sentence above means that

“Fight” is defend of outsourcing company because the element in

outsourcing is better not only for the growth of the company but also for

the outsourcing organization.

3. We have to monitor the political situation closely this month, which

could heat up again among the protesters on both sides after the
constitutional Court’s ruling over the prime minister’s case.

In the sentence above, we can see the phrase “Heat up” desribing

the political atmosphere in this month. In this case, “Politics” seems like

“Fire” because the situation can continue to “Heat up”. So, the
 23

metaphorical expression is “Politics is Fire”. Obviously, Politics and Fire

are two things in different domain . There are the mappings to support this

conceptual metaphor as follows:

“Politics is Fire”

Source : Fire Target: Politics

Fire => Politics

Heat up => Conflict

In the mappings above, “Politics” is a target domain while “Fire” is

a source domain. We will see that the political situation continues to be

monitored because the conflict can be occured among protesters after the

constitutional Court‟s ruling over the prime minister‟s case.

4. Barclays Plc, the second- largest UK bank by assets, has given up two
stories of prime office space in Singapore’s financial district, which
has been leased to LinkedIn Group. Said people familiar with the
matter.

In this sentence above, there word “Matter” is regarded as a thing

close to that person. The metaphorical expression is “Matter is Friend”,

they are two things in different domain. There are the mappings to support

this conceptual metaphor as follows:

“Matter is Friend”

Source : Friend Target: Matter

Friend => Matter

Familiar => Often in trouble

In the mappings above, “Matter” as a target domain and “Friend”

as a source domain. In this case we will see that the people have many
 24

problems. Normally, the problem is should be avoid or solved because it

will affect in this life.

5. ... Huawei has battled claims the company’s gear may provide
opportunity for Chinese intelligence services to tamper with networks
for spying.

In this case, the metaphor words are “Gear” and “Company”. The

company is described as “Machine”, because in literary meaning Gear is

set of toothed wheels working together in machine.45 The metaphorical

expression “Company” and “Machine” in the sentence “Company is

Machine” they are two things in different domain, “Company” as the target

domain, and “Machine” as the source domain. There are the mappings to

support this conceptual metaphor as follows:

“Company is Machine”

Source : Machine Target: Company

Machine => Company

Gear => Ability

In the sentence above, we will see that as Ren, who has built

telecomunications company claims the company‟s ability Huawei can

make networking Chinese intellegence to the purpose of spying. So, the

meaning of “Gear” in the sentence is ability of the company.

45
Oxford Advanced Learner‟ s Dictionary,(Oxford University Press,2004),p.177
 25

6. ... Irwan Lubis made the statement in Jakarta recently following Bank
Mandiri‟ s plan to acquire PT Bank Tabungan Negara Tbk (BTN),
which has become a hot topic.

In the sentence above, the metaphor words are “Hot” and “Topic”.

“Hot” is a concept of temperature which describes high atmosphere, while

“Topic” is the object of something happening. “Topic” depicts as a “Fire”,

the metaphorical expression is “Topic is Fire”. They are two things in

different domain. There are the mappings to support this conceptual

metaphor as follows:

“Topic is Fire”

Source : Fire Target: Topic

Fire => Topic

Hot => Popular news

In the mappings above, “ Topic” as a target domain and “Fire” as

source domain. In the sentence above, we will see that Irwan Lubis makes

a statement in Jakarta regarding Bank Mandiri‟s recently plan to acquire

PT Bank BTN. So, this statement becomes the most popular news.

7. Zynga seeks new harvest with mobile „Farmville‟ .

The metaphor words in case are “Harvest” and “Zynga”. We will

see the word “Harvest” in literary meaning is (season for) cutting and

gathering of crops on a farm.46 So, the word “Harvest” should be owned

by plants. In the sentence above, it is used as a crop of mobile gaming. The

metaphorical expression is “Zynga is Plant”, they are two things in

46
Ibid,.p.197
 26

different domain: “Zynga” as the target domain and “Plant” as the source

domain. There are the mappings to support this conceptual metaphor as

follows:

“Zynga is Plant”

Source : Plants Target: Zygna

Plants => Zygna

Trees => Games

Fruit => Farmville game

Harvest => Profit

This sentence is a type of structural metaphor, because the word

“Harvest” is defined as a result for getting a profit. So that, the

sentence above will see that as Zygna games company seeks to get benefit

from the mobile game is Farmville.

2. Orientational Metaphor

No. Metaphorical Expressions Page

1. low-grade 13

2. As the country continues to evolve 14

3. Boom 15

4. Economic revival 15

5. Kicked into higher gear and the collapse of Lehman 16

Brothers

6. Last month, hiring by companies surpassed the pre- 16

 27

reces-sion peak for the first time

7. Trending topics 19

8. Jack up and started to soar 20

Explanation 2: Orientational Metaphor

1. According to Energy and Mineral Resources Ministry director

general for minerals and coal R. Sukhyar, as the largest supplier of
low-grade nickel ore to China, ...

In this case, the phrase “Low-grade” commonly means “Down”. In

orientational metaphor, there are two commonly scopes used in the

life, they are: Up and Down. The phrase “Low grade” in sentence

above has a metaphor expression is “Low status is Down”, because

the word “Grade” can describe the status of nickel. In the sentence

above, we will see that R Sukyar is the largest supplier of nickel but in

bad quality.

2. As the country continues to evolve, so do the requirements and

maturity of the organizations in identifying and releasing areas
that it can trim.

In this case, the word “Evolve” that shows the status of country.

Evolve in literary meaning is develop gradually.47 So, “Evolve” means

the country continues to “Up”. In this case, orientational metaphors

which may represent of “Evolve” is “More is Up”. Because in the

sentence above, we will see that developing to better condition, the

47
Ibid,.p.147
 28

country has a lot of needs such as maturity in the organization which is

assisting in every development.

3. Like China, which relied heavily on overseas Chinese in Hong

Kong and elsewhere to finance its own industrial boom, Myanmar
has high hopes its diaspora will help rebuild its economy and lift
millions out of poverty.”

In the sentence above, we will see the orientational metaphor is the

word “Boom”. Because the word “Boom” in literary has a meaning of

a loud sound,48 while in the economic dictionary “Boom” is a popular

term for a period when employment, prices and general business

activity are at a high level and resources are being used to the full49.

Both have meaning of “Boom” shows something is “Up”.

As usual, orientational metaphor has the scope Up and Down to

describe a condition. In this case, the economic conditions in China,

especially in the industry has been increased rapidly shown on the

“Boom”. The Metaphor expression is “More is Up” because in the

sentence above, we can see that although China and Hong Kong

experience a remarkable improvement in the business, but they are

very dependent on other countries.

4. Along with money, Myanmar needs skilled manpower to lead its

economic revival. One area is in telecommunications and
technology, ...

In this case, we can see the word “Revival” which in orientational

metaphor. Revival has a meaning make somebody or something

48
Ibid, p.43
49
John Owen Edward Clark, Dictionary of International Banking and Finance Terms, ( UK:
Finacial World Publishing, 2001),p.52
 29

become conscious healthy and strong again.50 The meanings that is

show something “Up”. The metaphorical expression is “Good is Up”

because in the sentence above, the phrase “Economy Revival” we will

see that Myanmar will develop of economy with skill power. So,

Myanmar needs a lot of labor skilled in the technologies area and in the

telecommunications area.

5. America‟ s job-creation machine kicked into higher gear in April

as employers boosted payrolls by jobless rate plunged to the lowest
since the collapse of Lehman Brothers.

In the sentence above have two orientational metaphors. They are

“kicked into higher gear” and “the collapse of Lehman Brothers”.

First, the phrase “Kicked into higher gear” has a meaning “Up”

because in the sentence above we will see that many jobless use the

job- creation machine to facilitate them finding a new job. The

metaphorical expression is “More is Up”, which represents “More” as

the users and “Up” which means increase of job machine.

Furthermore, the word “Collapse” that has orientational metaphor

meaning “Down”. Based on the meaning of Oxford Dictionary,

collapse is fall suddenly.51 In this case, the word “Collapse” is used in

the economic situation of companies Lehman Brothers. In this case, the

phrase “The collapse of Lehman Brothers” has meaning of Lehman

company was bankrupt. So, the metaphorical expressions is “Death is

Down”. In the sentence above we will see that since the Lehman

50
Oxford Advanced Learner‟ s Dictionary,Op. Cit, p.369
51
Ibid,.p.77
 30

Brothers company was bankrupt, there are many jobless. Therefore the

job-creation machine in united States is increased usage in April.

6. Private payrolls, which don’t include government agencies,

increased 273,000 in April after a 202,000 gain. Last month, hiring
by companies surpassed the pre-reces-sion peak for the first time.

In this case, the word “Peak” in literary meaning is point when

somebody or something is best, most successesful and strongest.52 The

meanings that is show something “Up”. In the sentence above, the

word “Peak” refers to the “Salary” received by enterprise companies.

So, the orientational metaphor expression for the word “Peak” in the

sentence above is “Good is Up” because we wil see that the increased

salary exceed on the top position for the first time before recession.

7. When first launched, # Nusantara ranger climbed its way up

twitter‟ s trending topics.

Nowdays, social media makes the trends of language such as

“Trending topics”. In the sentence above, we can see that a thing is

“Up”. The phrase “Trending topic” means what are people talking

about on social media Twitter. So, the metahorical expression is “Good

is Up”, because in the sentence above we will that Nusantara ranger is

more popular after the launching and many people is talked it in

Twitter.

8. The higher rate triggered lenders to jack up their deposit rates to

secure liquidity, but at the expense of their own profits, as costs of
funds started to soar.

52
Ibid,.p. 314
 31

In this case, we can see two the orientational metaphors of “Up”.

They are the phrase “Jack up” and “Started to soar”. First, the phrase

“Jack up” indicates something “Up” because in the sentence above,

we will see that the company hope the higher rate triggered lenders to

up the deposit. So, the metaphorical expression is “More is Up”.

Furthermore, the phrase “Started to soar” also has a meaning “Up”.

The metaphorical expression is “More is Up” because in the sentence

above, we will see that a lot of spendings to raise deposit in the

companies.

3. Ontological Metaphor

No. Metaphorical Expressions Page

1. To create value adding downstream industry. 13

2. Dropped hints and subsidized 13

3. Inflation is targeted to hit 3 to 5 percent 13

4. Indonesia will not likely feel the pain 13

5. The first step toward the proliferation, capitalization and 14

outsourcing.

6. Big improvement in financial inclusion 14

7. Consumerism and the locus of control 14

8. Manufacturing 15

9. Bank must be healthy 17

10. Life came from the oceans 18

11. If the sea can‟t come to the lab must come the sea 18
 32

12. The lab was born of frustration 18

13. The „flavor‟ of Indonesia . 19

14. To secure liquidity 20

Explanation 3: Ontological Metaphor

1. ... officials have shrugged off concerns over the negative impact the
policy may have on future overseas demand and on hurdles in the
government’s attempts to create value adding downstream
industry.”

In this sentence above, we will see that “to create value adding

downstream industry”, the phrase “Downstream” usually is used for

“River”, but in this sentence the phrase is used for industrial product in

the business. The phrase “Downstream” has a lot of meanings.

According to Oxford Dictionary, downstream is the direction in which

a river flows53, whereas in economic term54 it has a meaning of

industrial firms that processing the output of other firms (which at the

previous level of material processing) into a finished or different

product. Downstream industries are, in general, more stable and have

higher profit margins than profit margins in the upstream (raw material

producing) industries. In this sentence, the economy seems like a

“River” which have the words are upstream and downstream terms. In

the economy they use the words are “upstream and downstream” for

53
Ibid, p.132
54
Business Dictionary.com,“Downstream Industries”. Accessed date on October, 11, 2014
retrieved from http://www.businessdictionary.com/definition/downstream-industries.html
 33

manufacture of product. So, the metaphorical expression is “Economy

is River”. There are the mappings to support this concept as follows:

“Economy is River”

Source: River Target: Economy

River => Economy

Upstream => The begining product

Downstream => The final product/finished

In the mappings above, “Economy” is the target domain and

“River” is source domain”. That is a setting goals and motivating

actions categorize of ontological metaphor because in the sentence

above, we will see that is the government wants to create a finished

product in the industry.

2. Chatib also dropped hints that he would political opposition and

proceed with his plan to implement a fixed-based subsidy scheme,
which would allow the government to adjust the price of subsidized
premium gasoline automatically based on fluctuations in oil prices
and currency.

In the sentence above, it has two ontological metaphors. First, the

phrase “Dropped hints” used by verb “Dropped”, and noun “Hints”.

Usually, a dropped thing is “Rain” but the verb “Dropped” is used for a

abstract thing as “Hints”. The metaphorical expression is “Hints are

Rain” the word “Hints” is the target domain, while the rain is the

source domain. There are two things in different domain. There are the

mappings to support this conceptual metaphor as follows :

 34

“Hints are Rain”

Source: Rain Target: Hints

Rain => Hints

Water => Method

Cool off => Get Solution

Furthermore, in the sentence above it has a word of economic term

“Subsidized” that is an abstract word and has a meaning: a subsidy a

form of financial or in kind support extended to an economic sector

(or institution, business, or individual) generally with the aim of

promoting economic and social policy.55 The metaphorical expression

is “Subsidized is an Entity” because in the sentence above, we will see

that subsidy is an economic term, that it has an abstract meaning yet

acknowledged.

3. For next year, inflation is targeted to hit 3 to 5 percent, while the

yield for three-month treasury bills is assumed to be 5.5 to 6
percent.

In this case, the inflation is an abstract word, which according to

dictionary of economic terms, inflation is a general rise in the price

level.56 So, this is ontological type, because “Inflation is an Entity”.

The target domain is “Inflation”, while the source domain is “Entity”.

Inflation is a word that it has no real meaning yet, it is considered as

the real thing and often used in economic terms. In the sentence above

55
Wikipedia, “Subsidy”. Accessed date on October, 11, 2014 retrived from
http://en.wikipedia.org/wiki/Subsidy.
56
Dictionary of accounting terms, (New York: Barron‟ s Educational Series, 1987),p.216
 35

is setting goals and motivating actions because we will see that the

inflation will be targeted to increase for next year.

4. ... Indonesia will not likely feel the pain from a looming plan by the
world’s second-largest economy to cut its reliance on Indonesian
ore in response to the ban.

In this case, the sentence of “Indonesia will not feel likely the

pain” has metaphor meaning. It is the word “Indonesia” and the phrase

“Feel the pain”. The phrase “Feel the pain” as a emotion for humans

when not feeling well but in the sentence above the emotion is used for

the country “Indonesia”. So, the metaphorical expression is “Indonesia

is Human”. Indonesia and Human are two things in different domain.

There are the mappings to support this conceptual metaphor as follows:

“Indonesia is Human”

Source : Human Target : Indonesia

Human body => Indonesia

Healthy => Defense steady state economy

Feel the pain => Bankrupt

In the mappings, the target domain is “Indonesia” and the source

domain is “Human”. Indonesia not only constructed as a human and

but also conceptually used in the same way like human. Indonesia is

described as a human which has body, mind, and its body can feel the

pain. In the sentence above, we will see that is identifies causes of the

economy in Indonesia because we will see that the Indonesian

economy will not bankrupt a looming plan.

 36

5. However, the first step toward the proliferation and capitalization

of four pillar technologies is indeed the notion of “ outsourcing”.

In the sentence above, we can see the economic terms proliferation,

capitalization and outsourcing. First, the proliferation is a rapid

multiplication of parts or the increase in the number of something.57

Second, capitalization is the aggregate value of ownership capital, as

represented by the par value of corporate stock outstanding and

borrowed capital, as represented by bonds or other similar evidence of

long-term debt outstanding.58 The last, outsourcing is how to manage

the people it in pacts.59 Those are ontological metaphors types, which

have the metaphorical expression is “Proliferation, Capitalization, and

Outsourcing are an Entity”. This is ontological metaphor type because

the words Proliferation, Capitalization, and Outsourcing are terms in

the economy. They are unclear words but acknowledged the meaning.

6. ... If we can serve half of those not using banks, with an average
deposit size of Rp 1 million each, we will see a big improvement in
financial inclusion, he said.

In this case, we can see the unclear word of the economic term is

“Inclusion”, the meaning of inclusion is based on liquidity and world

production weight.60 The metaphorical expression is “Inclusion is an

Entity”. Although inclusion is unclear word, but its existence is

57
Vocabulary.com, “Proliferation”. Accessed date on october, 11, 2014 retrieved from
http://www.vocabulary.com/dictionary/proliferation.
58
Jay M. Shafritz and Daniel Oran, The New American Dictionary of Business and Finance (New
York: The Penguin Group, 1990),p.94.
59
Mark Kobayashi – Hillary, Outsourcing to India : the offshore advantage,2nd (UK: NOA&IBF,
2005),p.256
60
John Downes, Jordan Elliot Goodman, Dictionary of Finance and Investement, (New York:
Barron‟ s Educational Series, 2010),p.130
 37

recognized. In the sentence above, that is categorized of quantifying.

Because we will see that is a sense of financial inclusion will be

increased if the company provide the best service.

7. ... enterprise IT “consumerism” will heighten to a point where the

locus of control will land in the laps of the enterprise, with vendors
having to now jump through hoops to maintain contracts and to
score business.

In this case, the phrase “Locus of Control” is the economic term.

Locus of control is not a characteristic to be discovered within

individuals.61 Previously, it is known that economic terms is not real

thing yet entity. So, metaphorical expression is “Locus of control is an

Entity”. This is ontological metaphor type, “ Locus of Control” is

unclear phrase but has meaning and used in the economy. In this case,

that is setting goals and motivating actions because the phrase “to

maintain contracts and to score business” is motivating of “Locus of

control”. In the sentence above, we will see that is IT companies will

developed caused of using the locus of control system.

8. Manufacturing is pushing higher after a lull in the winter, but a

surge in inventories in the second half of 2013 remains an obstacle
to achieving a faster pace of factory activity.

In this case, the word “Manufacturing” is nonphysical thing or

concept and its existence in industrial economy. The metaphorical

expression is “Manufacturing is an Entity”. Manufacturing has a

meaning the production of merchandise for use ore sale using labor

61
H.M Lefcourt, locus of control: current trends in theory & research, 2nd (New York: Psychology
Press,2014),p.149
 38

and machines, tools, chemical and biological processing, or

formulation.62 So, this is ontological metaphor type. In the sentence

above, it is setting goals and motivating actions categorize of

manufacturing because we will see that the production of merchandise

pusing up after the winter. They have a lot of inventories, but the

obstacle in the factory can not achieve a faster pace than the usual

activity.

9. “Bank must be healthy. Risk control must be translated into bank

business plans properly and future steps must also be clear,” he
said.

In the sentence above, we can see the phrase “Bank must be

healthy”. In the literary meaning “Bank” is place where money is kept

safely,63 while “Healthy” is human body condition. In this case, bank is

described as a human who could be hurt. They are two things in

different domain, the metaphorical expression is “Bank is Human”.

There are the mappings to support this conceptual metaphor as follows:

“Bank is Human”

Source: Human Target: Bank

Human => Bank

Healthy => Free of cases involving financial

Sick => Have a legal case

In the mappings above, “Bank” as the target domain and “Human”

as the source domain. So, this is ontological metaphor type. In the

62
Wikipedia, “Manufacturing”. Accessed date on October, 12, 2014, retrieved from
http://enwikipedia.org/org/wiki/manufacturing.
63
Oxford Advanced Learner‟ s Dictionary,Op. Cit, p.28
 39

sentence above is referring categorize because we will see that bank

must be free of legal cases related to financial problems. For the

reason, risk control must be in the business plan as well as the future

steps to be clear.

10. The work is part conservation. “Life came from the oceans,”
Moroz says, bemoaning the extinction of species before scientists
even cat along all of them.

In this case, the metaphor uses noun words “Oceans” and “Life”.

“Ocean” in this sentence as God, because normally the life begins from

God as a creator but the phrase has a meaning life begins from the

oceans. So, the meatphorical expression is “Ocean is God”, where

“Ocean” as the target domain and “God” as the source domain. There

are two things in different domain. They are the mappings to

support this conceptual metaphor as follows:

“Ocean is God”

Source: God Target: Ocean

God => Ocean

Creator universe => Create inspiration for researching

Big => Broad

In the case is referring categorize because the phrase “Bemoaning

the extinction of species” in the sentence above is reffering of “Life

came from the oceans”, we will see that Moroz laments the extinction

of species in the ocean. It is caused the ocean is source of research and

there are many species which live in it.

 40

11. “If the sea cann‟ t come to the lab must come the sea,” says Moroz,
who invited The Associated Press on the second test trip, a two and
a-half-day sail.

In this case, we can see the metaphor words “Lab” and “Sea”. In

the sentence, “Sea” is as human which is able to walk to the lab. In

literary meaning Sea is salt water that covers most of the earth‟s

surface.64 So, the metaphorical expression is “Sea is Human”, where

they are two things in different domain. In the sentence above, we

will see that the sea can not be able to come in the Lab because sea is

not human. So, that is the researcher come to the sea for doing

research. The Sea as a Laboratorium because many living creature

there.

12. The lab was born of frustration, after Moroz kept shipping
samples home that arrived too degraded for genetic research.

The sentence above has metaphors, they are “Frustration” and

“Lab”. We can see the word “frustration” is an expression of emotion

and usually is experienced by humans while the “Lab” is room or

building used for scientific experiments.65 In this case, the lab as

human. The metaphorical expression is “Lab is Human”, where they

are two things in different domain. Lab is a place for research, whereas

humans are living beings who have thoughts and emotions. There are

the mappings to support this conceptual metaphor as follows:

“Lab is Human”

64
Ibid,.p..385
65
Ibid,.p.239
 41

Source : Human Target : Lab

Human => Lab

Born => Invention

Frustration => Sense of struggle and failure

In the mappings above, “Lab” is target domain and “Human” is

source domain. In the sentence above, that is referring emotion

categorize because we will see that is feeling of frustation seems like

sense of sturggle and hard work. So that is a onological metaphor type.

13. “The „flavor‟ of Indonesia is not only delivered with the drawings
or stories, but also through the characters,”Ines says.

In the case above, we can see metaphors “Flavor” and “Indonesia”.

Generally, “Flavor” is used for food but in the sentence it is used for

Indonesia. So, the metaphorical expression is “Indonesia is Food”. In

the literary meaning Indonesia is a country, while Food is things that

people or animals eat.66 There are the mappings to support this

conceptual metaphor as follows:

“Indonesia is Food”

Source: Food Target: Indonesia

Food => Indonesia

Edible => Can be visited

Have a flavor => Have a culture

In the mappings above, “Indonesia” is a target domain and “Food”

is a source domain. In the sentence above we will see that the word

66
Ibid,. p.167
 42

“Flavor” describe a culture in Indonesia country. So, the players can

delivered through the Indonesian culture in the characters of Nusantara

Rangers.

14. .. their deposit rates to secure liquidity, but at the expense of their
own profits, as costs of funds started to soar.

In the sentence above, we can see “Liquidity” is word which has a

special meaning, because it has an unclear word. Liquidity derived

from the liquid, the meaning of liquid based on Oxford Dictionary is

substance,eg water or oil. That flows freely but which is not a gas.67

While based on dictionary of economic term, liquidity is the ability to

turn assets easily into cash and in foregein trade, a country‟ s

international purchasing power.68 So, based on definition above asset is

water because asset have the shape as water which can be frozen and

thawed. There are the mappings to support this conceptual metaphor as

follows:

“Asset is Water”

Source: Water Target: Asset

Water => Asset

Be frozen => troubled/ can not be used

Be melted => can be used and taken

67
Ibid,.p.251
68
John Owen Edward Clark, Dictionary of International Accounting Terms, Op,. Cit p.297
 43

So, this is type of ontological metaphor. In the sentence above is

identifiying cause categorize of liquidity because we will see that the

liquidity as aspect of loan acccompany.

 BAB IV

CONCLUSION AND SUGGESTION

A. Conclusion

In the articles The Jakarta Post on May 05, 2014 edition, the writer

finds word and phrase containing of metaphors. The writer uses the theory

based on George Lakoff and Mark Johnson in defining the meaning of

metaphor. To get the message from source domain to target domain, the

writer uses equivalence meaning because the theory of George Lakoff and

Mark Johnson is conceptual mapping in different domain where a concept

A is understood in concept B. A is the target domain and B is the source

domain. There are three types of metaphors: structural metaphor,

orientational metaphor, and ontological metaphor. The writer describes the

meaning and types of metaphors that found in the articles to facilitate the

readers to understand the implicit meaning of metaphor. From the

tabulated data analysis, it is shown that the most metaphor found in this

articles are ontological metaphors. It is because most of ontological

metaphors use unclear words that are frequently used in economic term.

Moreover, the research can increase the knowledge on metaphor. The

research is also expected to help the readers to interpret the economic

terms that usually uses metaphor. Hence, the readers can understand the

whole articles especially in business.

44
 45

B. Suggestion

Metaphor, one of the figurative language which has the implicit

meaning. The writer recommends the reader to read the whole news. So,

the reader can interpret the word or phrase in the sentence containing the

metaphorical meaning. Readers can also classify the words and phrases

that contain of metaphor to understand the implied meaning in the articles.

Besides, this research can help the other researchers who are interested in

using the theory of metaphor, so that the next researcher can give the new

result about the metaphor in business articles or another literary research.

Furthermore, the resercher does not only know how the metaphors that

occur in articles but also understand linguistic explanation of metaphors.

 BIBLIOGRAPHY

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Boston:Thomson, 2003.

Glucksberg, Sam. Understanding Figurative Language from Metaphors to

Idioms, New York: Oxford University Press,2001.

Griffiths, Pattrick. An Introduction to English Semantics and Pragmatics.UK:

Edinburgh University Press, 2006.

I saeed, John. Semantics,3th Edition. UK: Blackwell Publishing, 2009.

Kobayashi, Mark – Hillary, Outsourcing to India : the offshore advantage,2nd

Edition.UK: NOA&IBF, 2005.

K.W. Modrak, Deborah. Aristotle‟s theory of language and meaning. UK:

Cambridge university press, 2001.

Kövecses, Zoltan. Metaphor: A Practical Introduction, 2nd Edition. Oxford:

Oxford University Press, 2010.

Lakoff, George and Mark Johnson. Metaphors We Live By. London: The
University of Chicago Press,1980.

Lefcourt, H.M. locus of control: current trends in theory & research, 2nd Edition.
New York: Psychology Press, 2014.

“Metaphor,” Encyclopedia of Linguistic, vol.2. New York and Oxon, UK: Fitzroy
Dearborn, 2005.

M. Shafritz, Jay and Daniel Oran.The New American Dictionary of Business and

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 47

Finance. New York: The Penguin Group, 1990.

Ortony, Andrew. Metaphor and Thought, ed. Andrew Ortony 2nd Edition.
Cambridge: Cambridge University Press,1993.

Oxford Advanced Learner‟s Dictionary.New York: Oxford University Press,2004.

Potter, W. James An Analysis of Thinking and Research about Qualitative

Methods. USA: Lawrence Eribaum Associates. 1996.

R. Hurford, James. At.al. Semantics: A Course Book, 2nd Edition. New York:
Cambridge University Press,2007.

Simpson, Paul. Stylistics.New York: Routledge Taylor & Francis Group,2004.

T Stull, Bradford. The Elements of Figurative Language.US: Pearson Education,

2002.

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Thesis
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 48

Nuur Fithri, Rislah “An Analysis of Metaphor Translation in Novel Avatar The
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Corpus
“Business Articles,” The Jakarta Post, 5 May 2014 Edition.
 APPENDICES

“An Analysis of Metaphor in Jakarta Post Business Articles

on May 5 , 2014 Edition”

1. Structural Metaphor

No Metaphor Sentences Title Page

1. Economic growth will be targeted “Government moves 13

to over at 5.5 percent to 6.3 percent to draft conservative

next year, Finance minister Chatib 2015 budget”

Basri told reporters during the

National Development Planning

Conference (Musrenbangnas) last

week.

2. Fast forward to 2014, and a flip has “Is IT outsourcing the 14

been noted where majority of end- key to enterprise

users have given up the “fight”, and efficiency?”

have decided that outsourcing this

element might actually be a lot

better for the sake of organizational

growth.

3. “we have to monitor the political “Politcial unrest seen 15

situation closely this month, which to drive up SMEs‟

could heat up again among the bad loans”

49
 50

protesters on both sides after the

constitutional Court‟s ruling over

the prime minister‟s.

4. Barclays Plc, the second- largest “Barclays to give up 15

UK bank by assets, has given up Singapore‟s office

two stories of prime office space in space for LinkrdIn”

Singapore‟s financial district, which

has been leased to LinkedIn Group.

Said people familiar with the

matter.

5. Ren, 69, set up Huawei in 1987 “Huawei CEO plots 16

after retiring from the Chinese investments outside

military in 1983. Since then, he has US as trust elusive”

built the company into the world‟s

largest maker of equipment for

phone networks behind Ericsson

AB (ERICB), even without access

to the US telecommunications

market, where Huawei has battled

claims the company‟s gear may

provide opportunity for Chinese

intelligence services to tamper with

networks for spying.

 51

6. OJK deputy commissioner in “Banks should have 17

charge of banking supervision strong capital: OJK”

Irwan Lubis made the statement in

Jakarta recently following Bank

Mandiri‟s plan to acquire PT Bank

Tabungan Negara Tbk (BTN),

which has become a hot topic.

7. Zynga seeks new harvest with Zynga seeks new 19

mobile “Farmville‟ harvest with mobile

“FramVille”

2. Orientational Metaphor

No Metaphor Sentences Title Page

1. According to Energy and “Few alarm bells over 13

Mineral Resources Ministry ore export ban fears”

director general for minerals and

coal R. Sukhyar, as the largest

supplier of low-grade nickel ore

to china, Indonesia will not

likely feel the pain from a

looming plan by the world‟ s

second-largest economy to cut

 52

its reliance on Indonesian ore in

response to the ban.

2. As the country continues to “Is IT outsourcing the 14

evolve, so do the requirements key to enterprise

and maturity of the organizations efficiency?”

in identifying and releasing areas

that it can trim.

3. Like China, which relied heavily “Myanmar returnees bet 15

on overseas Chinese in Hong on frontier economy‟ s

Kong and elsewhere to finance future”

its own industrial boom,

Myanmar has high hopes its

diaspora will help rebuild its

economy and lift millions out of

poverty.

4. Along with money, Myanmar “Myanmar returnees bet 15

needs skilled manpower to lead on frontier economy‟s

its economic revival. One area is future”

in telecommunications and

technology, where there are

fewer vested interests to abstract

newcomers.

5. America‟s job-creation machine “Hiring kicks higher 16

 53

kicked into higher gear in April gear as jobless falls”

as employers boosted payrolls by

jobless rate plunged to the lowest

since the collapse of Lehman

Brothers.

6. Private payrolls, which don‟t “Myanmar returnees bet 16

include government agencies, on frontier economy‟s

increased 273,000 in April after future”

a 202,000 gain. Last month,

hiring by companies surpassed

the pre-reces-sion peak for the

first time.

7. When first launched, # “calling all superheroes 19

Nusantara ranger climbed its of the Archipelago”

way up twitter‟s trending topics

8. The higher rate triggered lenders “Major banks to see 20

to jack up their deposit rates to lingering NIM

secure liquidity, but at the contraction”

expense of their own profits, as

costs of funds started to soar.

 54

3. Ontological Metaphor

No Metaphor Sentences Title Page

1. There months after the “Few alarm bells over 13

introduction of a ban on raw ore export ban fears”

mineral exports, officials have

shrugged off concerns over the

negative impact the policy may

have on future overseas demand

and on hurdles in the

Government‟s attempts to create

value adding downstream

industry.

2. Chatib also dropped hints that he “Government moves to 13

would political opposition and draft conservative

proceed with his plan to 2015 budget”

implement a fixed-based subsidy

scheme, which would allow the

government to adjust the price of

subsidized premium gasoline

automatically based on

fluctuations in oil prices and

currency.

3. For next year, inflation is targeted “Government moves to 13

 55

to hit 3 to 5 percent, while the draft conservative

yield for three-month treasury bills 2015 budget”

is assumed to be 5.5 to 6 percent.

4. According to Energy and Mineral “Few alarm bells over 13

Resources Ministry director ore export ban fears”

general for minerals and coal R.

Sukhyar, as the largest supplier of

low-grade nickel ore to china,

Indonesia will not likely feel the

pain from a looming plan by the

world‟s second-largest economy

to cut its reliance on Indonesian

ore in response to the ban.

5. However, the first step toward the “Is IT outsourcing the 14

proliferation and capitalization of key to enterprise

four pillar technologies is indeed efficiency?”

the notion of “ outsourcing”.

6. “The potential is there. If we can “Major lenders gear up 14

serve half of those not using digital financial

banks, with an average deposit services”

size of Rp 1 million each, we will

see a big improvement in financial

inclusion,” he said.
 56

7. Traditional supplier models will “Is IT outsourcing the 14

be forced to change in the wake of key to enterprise

an adult enterprise customer, and efficiency?”

enterprise IT “ consumerism ” will

heighten to a point where the locus

of control will land in the laps of

the enterprise, with vendors

having to now jump through

hoops to maintain contracts and to

score business.

8. Manufacturing is pushing higher “Myanmar returnees 15

after a lull in the winter, but a bet on frontier

surge in inventories in the second economy‟s future”

half of 2013 remains an obstacle

to achieving a faster pace of

factory activity.

9. Bank must be healthy. Risk “Banks gearing up for 17

control must be translated into qualified personnel”

bank business plans properly and

future steps must also be clear,” he

said.

10 The work is part conservation. “Unique floating labs 18

“Life came from the oceans,” showcases Alien of the

 57

Moroz says, bemoaning the sea”

extinction of species before

scientists even cat along all of

them.

11. “If the sea can‟ t come to the lab “Unique floating labs 18

must come the sea,” says Moroz, showcases Alien of the

who invited The Associated Press sea”

on the second test trip, a two and

a-half-day sail.

12. The lab was born of frustration, “Unique floating labs 18

after Moroz kept shipping samples showcases Alien of the

home that arrived too degraded for sea”

genetic research.

13. “The “flavor‟ of Indonesia is not “Calling all 19

only delivered with the drawings superheroes of the

or stories, but also through the Archipelago”

characters,”Ines says.

14. The higher rate triggered lenders “Major Banks to see 20

to jack up their deposit rates to lingering NIM

secure liquidity, but at the expense contraction”

of their own profits, as costs of

funds started to soar.