摘要

广告在我们的生活中随处可见,对于商家和消费者来说都有帮助他们达到各自目的的重要作用。随着社会经济的高速发展，各种海外食品涌入中国市场，英文食品广告开始进入我们的视野。隐喻在英语广告中被广泛使用，隐喻的运用使得广告更加具体、简洁、委婉，有助于人们更好地理解广告传达的商品信息。在前人研究的基础上,本文以英语食品广告语中的隐喻为研究对象,首先从结构隐喻、方位隐喻和实体隐喻等三方面分析隐喻在英文食品广告语中的运用,然后结合实例总结了隐喻的认知、联想、语篇和婉转等功能,最后给广告设计者提出一些建议,希望帮助他们制定更多更好的广告语。

关键词：隐喻；英文食品广告；目标域；源域

CONTENTS

1. Introduction 1

2. Literature Review and Theoretical Background 1

2.1  Metaphor

2.1.1  Definition of Metaphor

2.1.2  Characteristics of Metaphor

2.2  Food Advertising

2.2.1  Definition of Advertsing

2.2.2  Characteristics of Advertising

2.2.3   English Food Advertising

3. Analysis of Metaphor in English Food Advertising 4

3.1  Structural Metaphor in English Food Advertising

3.2  Orientational Metaphor in English Food Advertising

3.3  Ontological Metaphor in English Food Advertising

4. Functions of Metaphor in English Food Advertising 7

4.1  Cognitive Function of English Food Advertising

4.2  Association Function of English Food Advertising

4.3  Discourse Function of English Food Advertising

4.4  Euphemism Function of English Food Advertising

5. Conclusion 10

Bibliography  12

Acknowledgements13