论英语广告中隐喻的功能_英语论文

The Functions of Metaphor in English Advertisements 

摘要

目前，广告英语越来越受到关注，这也促进了这一行业的发展，与此同时人们对隐喻的研究也更加感兴趣，隐于具有很强的说服力，可以有效的传达广告上的销售理念。隐喻不仅是一种修辞手段, 还是一种思维方式、认知手段。 它可以帮助认知、联想新产品，最终达到说服受众购买产品的目的。首先，本文介绍了隐喻在广告中运用的理论基础，然后文章重点探讨隐喻在英语广告中的三个功能:修辞功能，认知功能和社会功能。在修辞功能方面，隐喻可以使广告更简洁，更鼓动人心；在认知功能方面，隐喻可以使广告更具体，更容易被消费者接受；在社会功能方面，隐喻可以使广告更委婉，减少冒犯性。

关键词： 英语广告；隐喻；功能

Abstract

At present, English Advertisement is getting more and more attention, which promotes the development of this industry, at the same time, people are getting more and more interested in the study of metaphor. Metaphor is very persuasive and it can effectively convey its sales philosophy of advertisement . Metaphor is not only a rhetorical means but also a way of thinking and  cognition. It can help consumers recognize and associate the characteristics of the new products so as to meet the goal of persuading consumers to buy them.  Firstly this paper introduces the theoretical basis of metaphor and advertisement.Then the paper mainly discusses the three main functions of metaphor in English Advertisement: rhetoric, cognitive and social function.  In terms of rhetoric function, metaphor can make advertisements more concise and inspiring; In terms of cognitive function, metaphor can make advertisements more concrete and acceptable; In terms of social function, metaphor can make advertisements more euphemistic and less offensive.

Keywords: English Advertisement; metaphor; function

Contents

1. Introduction 1

2. Literature Review 1

3. The theoretical basis of metaphors in advertisement 2

3.1 The metaphorical theory 2

3.2 The connotation of advertisement 3

4. The rhetoric function of metaphor in advertisements 4

4.1 Making advertisements more concise 4

4.2 Making advertisements more inspiring 5

5. The cognitive function of metaphor in advertisements 6

5.1 Making advertisements more concrete 6

5.2 Making advertisements more acceptable 7

6. The social function of metaphor in advertisements 8

6.1 Making advertisements less offensive 8

6.2 Making advertisements more euphemistic 8

7. Conclusion 9

Works Cited 11