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摘 要广告作为一种交流所需的重要媒介传播工具，修辞手法在其中的运用是十分广泛的。为了在有限的时间或者空间内给消费者留下更深刻的印象，广告策划者在广告中也非常乐于运用隐喻手法。本文主要从概念隐喻和图画隐喻的角度，结合大量的实例，通过研究隐喻的分类，特点及在英语广告语中的具体应用，对英语广告语中存在的隐喻进行分析，进而总结出隐喻在英语广告语中的功能，即认知功能、联想功能和语篇功能。研究暗喻在英语广告语中的运用，对了解隐喻在英语广告语中的运作机制及其体现出来的功能具有一定重要意义。37063
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毕业论文关键词：隐喻；英语广告；功能
Abstract As an important medium for communication, advertising uses figures of speech extensively. In order to impress consumers effectively in limited time or space, advertisers prefer to apply metaphors in their advertising. This paper analyzes the metaphor in English advertising mainly from the angle of conceptual metaphor and pictorial metaphor. With the examples of English advertising, this paper firstly makes a research on the classification, characteristics of metaphor and its application in English advertising, and then summarizes the three functions of metaphor in English advertising, i.e., cognitive function, association function and textual function. Making a research on the application of metaphors in English advertising has some significance on understanding the operation mechanism and functions of the metaphor in English advertising.
Key words: metaphor; English advertising; function
Analysis of the Application of Metaphor in English Advertising
Contents
摘 要 i
Abstract ii
I. Introduction 1
II. An Overview of Advertising 2
2.1 Definition of Advertising 2
2.2 Functions of Advertising 2
III. An Overview of Metaphor 3
3.1 Definition of Metaphor 3
3.2 The Classification of Metaphor in English Advertising 3
3.2.1 Conceptual Metaphor 4
3.2.2 Pictorial Metaphor 7
IV. The Features of Metaphor in English Advertising 10
4.1 The Ubiquity of Metaphor 10
4.2 The Systematicity of Metaphor 10
4.3 Freshness and Originality of Metaphor 11
4.4 The Position of Brand in the Metaphor 11
4.4.1 The Metaphor Containing the Brand Name 11
4.4.2 The Metaphor Containing No Brand Name 12
V. The Function of Metaphor in English Advertising 12
5.1 Cognitive Function 12
5.2 Association Function 14
5.3 Textual Function 15
VI. Conclusion 16
Bibliography 17
Acknowledgements 18
I. Introduction
Advertisement, as one of the most distinct elements of modern culture, is the means that passes information to the public for a particular need by some forms of media. Nowadays advertisement has become the first choice that enterprises sell products and government propagandas moral values, and is treated as a certain form of rhetoric with the same aims as rhetoric itself—to influence one’s mind, will, feelings and achieve the persuasive effects. Rhetoric is viewed as a kind of science analyzing the conditions and forms of effective communications, ways of persuasion, applied not only in rhetorical but also in all types of texts the authors of which aim at the effective or influential communication, which is closely connected with advertising. As a rhetoric device, metaphor is adopted in lots of English advertisings, and this makes advertisement more vivid and impress people deeply. It not only motivates consumers to consume but also makes correct values deeply rooted in the hearts of people. Therefore, the research on the application of metaphor in English advertising will help us to improve the understanding of metaphor and our aesthetic standard for advertising and living standard, thus it can also promote the development of our society.