News language is a genre in linguistic studies which academics, linguists and journalists, constantly examine. This paper analyzed metaphorization in banner headlines of Philippine tabloids in English, namely Tempo and People’s Journal. The selected banner headlines were analyzed through Speech Acts, Conceptual Metaphor, and Relevance Theories. The study revealed that the writers set several purposes in writing and presenting issues such as slants and editorializing through the banner headlines. The study also found that writers have predetermined goals like advancing editorial inclinations in using specific metaphors. The analysis shows that metaphors serve specific functions strategically used for specific types of news. The study recommends the creation of an annotation coding system in the determination of the effects of the metaphorizations used. Teachers of English as a second language, journalism, communication and creative writing may explore other areas of applications of metaphors in narrative works.
Keywords: metaphorization, banner headline analysis, pragmatic analysis, Philippine tabloid, ESL and journalismAmpil, R. (2011). Tabloidization: Kumparatibong Pagsusuri sa Varayti ng mga Leksibong Ginamit sa Headline ng mga Pangunahing Tabloid. Komisyon sa Wikang Filipino, 26-48.
Austin. J.L., (1962). How to do things with words. Harvard University Press.
Ayyar, A. (2017). On metaphorization and the validity of every experience. Retrieved from https://www.siftingtothetruth.com/blog/2017/11/2/on-metaphorization-and-the-validity-of-every-experience
Bednarek, M., and Caple, H. (2012). News discourse. United Kingdom: Bloomsbury Publishing.
Botha, E. (2009). Why metaphor matters in education. South African Journal of Education, 29, 431- 444. Retrieved from https://files.eric.ed.gov/fulltext/EJ1147086.pdf
Dor, D. (2003). On newspaper headlines as relevance optimizers. Journal of Pragmatics 35 (5).
Glucksberg, S., McGlone, M., and Manfredi, D. (1997). Property attribution in metaphor comprehension. Journal of Memory and Language, 36 (1), 50-67.
Glucksberg, S., and Keysar, B. (1990). Understanding metaphorical comparisons: beyond similarity. Psychological Review, 97 (1), 3-18. Retrieved from https://mdl.uchicago.edu/sites/keysarlab.uchicago.edu/files/uploads/Glucksberg%201990.pdf
Haiyan, W. (2013). A pragmatic study of metaphorization in English newspaper headlines. World Academy of Science, Engineering and Technology International Journal of Social, Management, Economics and Business Engineering, 7 (1).
Lippman, L. (1972). Attitudes toward the handicapped: a comparison between Europe and the United States. Illinois, USA: Thomas
Lakoff, G., and Johnson, M. (1980). Metaphors we live by. Chicago, USA: The University of Chicago Press.
Mitchell, C. (2014). The potential of metaphor in ESL pedagogy: A pilot case study. International Professional Communication Journal, 2 (1), 75-87.
Molek-Kozakowska, K. (2014). Coercive metaphors in news headlines: a cognitive-pragmatic approach. Brno studies in English, 40 (1).
Reyes, S., Salvador, A., and Sola, A. (2014). Objectivity in journalism: A content analysis on the top three broadsheets’ banner headlines and banner stories during the last 7 days of the CJ Corona impeachment trial. (Undergraduate-thesis, De La Salle University – Dasmariñas).
Seals, A. (2014). Effects and meaning: Metaphors as implicit speech acts. (Graduate-thesis, University of Kansas).
Searle, J. (1969). Speech acts:An essay in the philosophy of language. Cambridge, England: Cambridge University.
Searle, J. (1979). Expression and meaning: Studies in the theory of speech acts. Cambridge, England: Cambridge University.
Sperber, D., and Wilson, D. (1996). Relevance: Communication and cognition (2nd Ed.). Wiley-Blackwell.
Van Dijk, T. (1991). Racism: A Discourse Analytical Approach. New York: Routledge.