（毕业学术论文设计）-英语专业英语广告中隐喻的分析.docVIP

中原工学院信息商务学院本科毕业论文 PAGE PAGE 14 An Analysis of Metaphors in English Advertisement A Thesis Submitted To Foreign Language Department Of College of Information Business, Zhongyuan University of Technology In Partial Fulfillment of the Requirements For the Degree of Bachelor of Arts By Tang Haiying Student ID Number: 200680031314 Supervisor：Li Na May, 2010 论 文 摘 要 随着经济全球化的进一步加快，在商业社会中，广告已经深入到生活的各个角落。广告的传播效应离不开文字的作用,它是广告的灵魂,它对广告的成败起着关键性的作用。每一篇广告都是一个完整的语篇,每个语篇可以传达一些词语以外的信息。换而言之,广告在充分发挥其信息功能时,还有其特殊的劝说功能。 传统的隐喻观念认为隐喻只是一种语言现象,而现代隐喻观认为隐喻更是一种认知现象,是一种思维方式。隐喻在英语广告中被广泛运用，它使广告更具创新性,帮助广告实现其目的。 本文将首先对隐喻和广告进行了简单介绍；其次运用大量的例子来洞悉隐喻在广告中的本质与作用，最终实现广告的目的；最后，为了更好地诠释英语广告中的隐喻，分析了人们在英语广告中对隐喻理解不一的两大原因。 关键词：英语广告；隐喻；社会文化 Abstract With the further acceleration of economic globalization, advertisement has gone deep into every aspect of life in the business world. The advetising language is the soul of a successful advertisement. Each advertisement is a complete discourse conveying some information beyond words. In other words, advertisement not only provides information about the products or services, but also persuades its consumers to purchase them. Metaphor, based on the contemporary theory, is widely used in our daily life, which is not only a language phenomena, but also a cognitive phenomena and a mode of thinking. The utilization of metaphor is very frequent, which makes advertisement more creative, to help advertisers achieve their aims. In this paper, at first, it provides an introduction to the metaphor and advertisement. Then, it analyses the nature and functions of metaphor in advertisement by some examples, so as to help to achieve the purpose of advertisement. At last, in order to comprehend the metaphor in English advertisement better, two factors that affect the comprehesion on metaphor in English advertisement are explicated. Key words: English advertisement; metaphor; socio-culture Table of Contents Abstract (Chinese)………………………………………………………………..Ⅱ Abstract (Engli