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 as a 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 influence how we structure our actions. Kennedy (1998)’s treaties on political rhetoric are introduced as theoretical background for further analysis, following a short sketch of the socio-political context of recent democratic developments in Taiwan. Studies of the election rhetoric, its contributions and limitations are then examined. Data for analysis were collected from newspapers, official memoranda and pamphlets available to the public over the campaign period, roughly from late January to late March in 1996. The results show overlaps and contrasts of metaphorical usage among the four sets of candidates. In conclusion, metaphorical usage not only orients the campaign style of the candidates but also shapes voters’ perceptions of proposed political ideals.