The Study of Metaphor in Advertisement 隐喻与广告研究

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1、英语词汇学TheStudyofMetaphorinAdvertisementAbstract：Asalanguagephenomenonandacognitivebehavior，metaphoriswidelyusedintheadvertisementsforitsuniquerhetoricalfunctionandexpressiveeffects.Itnotonlymakestheadvertisementsconciseandvividbutnovelandinstructive.Themetaphorinadvertisementcanalsoarous

2、etheaudience’simagination,andmaketheadvertisementsmoreappealingandpersuasive.BasedonananalysisofmetaphorexamplesfrombothChineseandforeignadvertisements，thispaperholdsthatmetaphoristhenecessityofcognitivetoolforhumanbeings.Valuemetaphors，moralmetaphors，comparisonmetaphorsaswellasthemetap

3、horcognitionarealsointroduced.Thepaperfinallypointsoutthatduetolinguistic，socialandculturaldifferences，therearesubtledistinctionsinexplainingmetaphoricalconcept.Keywords：metaphor；cognition；advertisementNowadays,concerningwithadvertisement,differentpeoplehavedifferentopinions.Formostofth

4、epeople,thedistinctfeatureofadvertisementisthatadvertisementisacombinationofcontentandstyle.Thatistosay,agoodadvertisementnotonlyhasattractionincontent,butalsohascharminstyle.Obviously,thedeterminativefactorofagoodorabadadvertisementiswhethertheuseofmetaphorisappropriateornot.Itcanbefou

5、ndthattheuseofmetaphorplaysaveryimportantroleinadvertisement.Withouttheuseofmetaphor,absolutely,thereisnogoodadvertisement.Therefore,itisnecessarytomakeananalysisandstudyonthissubject.1.IntroductionIntroductionofAdvertisementsAdvertisementshavealreadybecomeacrucialpartofourdailylife.Wea

6、reexposedtoadvertisementswheneverweturnontheTV,readnewspapersormagazines,walkonthestreetorsurfontheinternet.Wearelivinginaworldof英语词汇学advertisementsandhavebeendeeplyinfluencedbythem.Itspopularityhasarousedagreatamountofintereststudyingalanguageofadvertisementsindifferentdisciplinessucha

7、santhropology,sociology,linguistics,literarycriticism,andmediumstudies.Metaphorasoneoftheimportantfeaturesadvertisinglanguagehasalsobeenstudiedbymanylinguistsandlanguagelearners.1.2IntroductionofmetaphorMetaphorhastraditionallybeenconsideredasrhetoricaldeviceandcharacteristicof