The Study of Metaphor in Advertisement 隐喻与广告-研究.docVIP

英语词汇学 The Study of Metaphor in Advertisement Abstract：As a language phenomenon and a cognitive behavior，metaphor is widely used in the advertisements for its unique rhetorical function and expressive effects. It not only makes the advertisements concise and vivid but novel and instructive. The metaphor in advertisement can also arouse the audience’s imagination, and make the advertisements more appealing and persuasive. Based on an analysis of metaphor examples from both Chinese and foreign advertisements，this paper holds that metaphor is the necessity of cognitive tool for human beings. Value metaphors，moral metaphors，comparison metaphors as well as the metaphor cognition are also introduced. The paper finally points out that due to linguistic，social and cultural differences，there are subtle distinctions in explaining metaphorical concept. Key words：metaphor；cognition；advertisement Nowadays, concerning with advertisement, different people have different opinions. For most of the people, the distinct feature of advertisement is that advertisement is a combination of content and style. That is to say, a good advertisement not only has attraction in content, but also has charm in style. Obviously, the determinative factor of a good or a bad advertisement is whether the use of metaphor is appropriate or not. It can be found that the use of metaphor plays a very important role in advertisement. Without the use of metaphor, absolutely, there is no good advertisement. Therefore, it is necessary to make an analysis and study on this subject. 1. Introduction Introduction of Advertisements Advertisements have already become a crucial part of our daily life. We are exposed to advertisements whenever we turn on the TV, read newspapers or magazines, walk on the street or surf on the internet. We are living in a world of advertisements and have been deeply influenced by them. Its popularity has aroused a great amount of interest studying a language of advertisements in diff