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1、An Analysis of Metaphors in English Advertisement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
2、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AbstractWith 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. Ea
3、ch 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
4、, 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 adve
5、rtisement. 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 ad
6、vertisement are explicated.Key words: English advertisement; metaphor; socio-cultureTable of ContentsAbstract (Chinese).Abstract (English).1. Introduction.12. Metaphor.12.1 The Development of Metaphor.22.2 The Definitions of Metaphor.23. English Advertisement33.1 The Definitions of Advertisement.43.
7、2The Purposes of Advertisement.43.3 The Features of Advertising Language54. The Analysis of Metaphor in English Advertisement.64.1 The Functions of Metaphor in English Advertisement.64.1.1 The Economic Function.74.1.2 The Effective Function.84.1.3 The Euphemistic Function.94.1.4 The Aesthetic Functi
8、on.104.2 The Factors of Understanding on Metaphor in English Advertisement.11 4.2.1 The Socio-cultural Factor.11 4.2.2 The Individual Factor .125. Conclusion.13References.14Ackonwlwdgements.151. IntroductionIn the modern world, advertisement can be seen everywhere. As a main method of promoting prod
9、ucts or service, advertisement plays a more and more important role in commercial world. It highlights the effect of the products and service on the consumers. Metaphor, a traditional topic for poetry and literary studies, has recently attracted the increasing attention of philosophers, linguists, p
10、sychologists, and is generally regarded as a testing ground for theories of language comprehension. Metaphor has been exploded as a topic of interest in the humanities and social sciences over the past twenty-five years. China has also attached great importance to metaphor, which is evidenced the pr
11、oliferation of publications of papers concerning metaphor studies in Chinas major journals of foreign language research.Advertising and metaphor, both are hot issues in the world. Metaphor as an important rhetoric is widely applied to advertisement. There is a common viewpoint that only a few reader
12、s can pay enough attention to rhetoric, especially metaphor. Therefore, it is possible to miss the point when readers have encountered some simply metaphor sentences. In this paper, the application of metaphor to the advertisement will be discussed by some English advertisement examples. At first, i
13、t 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 tha
14、t affect the comprehesion on metaphor in English advertisement are explicated.2. MetaphorWe frequently speak of “the foot of mountain”, “the legs of a table” and “time is money” and so on. Have we realized we are using metaphora figure of speech? Metaphor is so pervasive in our daily life that we are almost unaware of it. It is an important tool in language communication and a figurative phenomenon as well.
