Publication details [#11256]

Wei, Jennifer M. 2000. An analysis of the metaphorical usage of campaign slogans in the 1996 presidential campaign in Taiwan. Adygeia State University Journal, Philology and the Arts 10 (1) : 93–114. 22 pp.


Wei explores a variety of metaphors, e.g., war, revenge, and a journey of spiritual awakening, used by the 1996 presidential and vice-presidential candidates in Taiwan. The 1996 presidential election rhetoric is used as a case study to analyze how political ideologies, tactics, and strategies are incorporated in metaphors in presidential slogans. It adopts G. Lakoff and M. Johnson's (1980) proposal of metaphor as symbols that orient our perception and influence how one may structure their actions. G. Kennedy's (1998) treatises on political rhetoric are introduced as theoretical background for further analysis, following a short sketch of the sociopolitical context of recent democratic developments in Taiwan. Studies of the election rhetoric, and its contributions and limitations are examined. Data were collected from newspapers, official memoranda, and pamphlets available to the public over the campaign period, roughly Jan-Mar 1996. Results show overlaps and contrasts of metaphorical usage among the four sets of candidates. It is concluded that metaphorical usage not only orients the campaign style of the candidates but also shapes voters' perceptions of proposed political ideals. (LLBA 2001, vol. 35, n. 1)