A Study of Conceptual Metaphors in English and Chinese Advertising Language_英语论文

摘要

随着语言学及广告的不断发展，越来越多的人关注广告在语言学方面的研究。特别是语言学中的概念隐喻，人们对它的关注越来越多。概念隐喻分为三种：方位隐喻、本体隐喻和结构隐喻。其中本体隐喻还可分为三小类：实体隐喻、容器隐喻和拟人。首先，运用相关认知语言学的理论对隐喻和概念隐喻进行介绍。然后，通过举例具体阐述三种不同的概念隐喻在广告中的应用，概念隐喻的应用使得广告更有说服力。最后，中英文广告中概念隐喻存在差异，其差异产生的原因在于文化的四个方面：个人和集体主义、权力距离、不确定性规避、长期和短期导向。通过研究，更清楚地认识概念隐喻并且了解概念隐喻在广告中的应用情况。

关键词：概念隐喻；广告语；认知语言学

Contents

Introduction ２

1．Theoretical Review of Conceptual Metaphor ３

1.1 Definition of Conceptual Metaphor ３

1.2 Structural Features of Conceptual Metaphor ３

1.3 Classifications of Conceptual Metaphor ４

1.3.1 Structural Metaphor ４

1.3.2 Orientational Metaphor ４

1.3.3 Ontological Metaphor ４

2. Application of Conceptual Metaphor in Advertising ４

2.1 Functions of Conceptual Metaphor in Advertising ５

2.2 Application of Conceptual Metaphor in Advertising ６

2.2.1 Application of Orientational Metaphor ６

2.2.2 Application of Ontological Metaphor ８

2.2.2.1 Entity and Substance Metaphor ８

2.2.2.2 Container Metaphor ９

2.2.2.3 Personification Metaphor １０

2.2.3 Application of Structural Metaphor １１

3. Cultural Reasons for Differences between Conceptual Metaphors in English and Chinese Advertising Language １４

3.1 Individualism and Collectivism １４

3.2 Power-distance １６

3.3 Uncertainty Avoidance １７

3.4 Long-term and Short-term Orientation １７

Conclusion １９

References ２１