Metaphorical Arguments In Entrepreneurs' Speeches

We often hear some impressive metaphorical expressions in the entrepreneurs'speeches.The metaphorical expressions not only make the speeches vivid and appealing,but also have a strong persuasive function.Based on the phenomenon and the theories about conceptual metaphor and Toulmin's argumentation model,this thesis analyzes speeches of entrepreneur(Jack Ma's speech as a case)in order to characterize the metaphorical expressions by metaphorical argument model and explore the persuasive function.The conceptual metaphor,the Toulmin's argumentation model and the metaphorical argument are introduced respectively in the first chapter.After that,domestic and foreign researches are briefly reviewed.Then in the chapter two,the research distinguishes metaphorical argument from arguing by analogy and points out that they are similar because they have same characteristics-the mapping relation,creation and probability.But their difference mainly lies in the distance between the source domain and the target domain.At the end of this chapter,the unique characteristics of them are discussed for the next chapter.Then the study compares the model of arguing by analogy and the model of metaphorical argument.On basis of the comparison,I will develop a model based on the combination of Toulmin's model and conceptual metaphor.Furthermore another factor,"Rebuttal" which makes the model complete and precise in characterizing metaphorical argument,is added.Meanwhile,the thesis conducts case studies with the help of this model to give a better understanding.Also,every case study emphasizes its persuasive function.A conclusion will be drawn in the last chapter.This part summarizes the whole thesis and states the innovative points and suggestions for a further study of this thesis.