An analysis of the metaphorical usage of campaign slogans in the 1996 presidential campaign in Taiwan

This paper explores a variety of metaphors notably, war, revenge, and a journey of spirituality awakening —used by the 1996 presidential and vice-presidential candidates in Taiwan. It uses the 1996 presidential election rhetoric asa case study to analyze how political ideologies, tactics and strategies are incorporated in metaphors in presidential slogans.It adopts Lakoff & Johnson (1980)’s proposal of metaphor as symbols that orient our perception and influencehow we structure our actions. Kennedy (1998)’s treaties on political rhetoric are introduced as theoreticalbackground for further analysis, following a short sketch of the socio-political context of recent democratic developmentsin Taiwan. Studies of the election rhetoric, its contributions and limitations are then examined. Data for analysis werecollected from newspapers, official memoranda and pamphlets available to the public over the campaign period, roughlyfrom late January to late March in 1996. The results show overlaps and contrasts of metaphorical usage among the foursets of candidates. In conclusion, metaphorical usage not only orients the campaign style of the candidates but also shapesvoters’ perceptions of proposed political ideals.