Abstract

  Nowadays, under the economic globalization, the internationalization of advertising is becoming increasingly obvious. Much attention has been paid to the advertisements, especially the study of advertisements’ language. Besides, more and more people focus on advertisements in aspect of linguistics considering. Advertisements as a common social phenomenon, linguists and scholars both at home and abroad have been studied form the different perspectives.Metaphor is not only a rhetoric, but also a tool that human beings cognize the world. What is more , language is the product of human’s cognition. Many scholars study the advertisements’ language from the perspective of the rhetoric, and few of them analyze the advertisements’ language from the perspective of the metaphor. To gather the advertisements with metaphor, the author search on the Internet to find some advertisements, and then arrange them, at the same time, the author select some advertisements to make a deep analysis In recent years, the study of cognitive linguistics shows that metaphor as a way of cognition provides a distinctive vision to understand the advertisements. Therefore, studying the parodies as reflected in English advertisements with the metaphorical study can understand the advertisements much better.

Key Words: English advertisement  metaphor   conceptual metaphor   parody   
 
摘 要

在经济全球化的今天，广告宣传的国际化趋势越来越明显。越来越多的人关注广告，尤其是广告语言的研究，而且更多的人关注广告在语言学方面的研究。之前有很多学者是从修辞学等方面来研究广告的语言，很少从隐喻的视角来探讨修辞形成原因。隐喻不仅是一种修辞，而且是人类认知世界的工具，而语言是人类认知的产物。为了采集广告中的隐喻，上网查找了一些广告，然后对其进行整理，同时也从中选取了一些例子进行了分析。近年来认知语言学的研究表明，隐喻作为一种认知方式，对广告的理解有着十分独到的认知视角。这样，隐喻理论为对广告中的仿写的研究提供了一个新的视角，从而能更全面更好的来理解广告。

关键词：英语广告 隐喻 概念隐喻 仿写

1 Introduction
    Metaphor is not only a rhetoric device, but also a tool that human beings cognize the world. Many scholars study the advertisements from the perspective of the rhetoric, but few of them analyze the advertisements from the perspective of the metaphor. In recent years, the study of cognitive linguistics shows that metaphor as a way of cognition provides a distinctive vision to understand the advertisements. “Our bodily experience in and with the world sets out the contours of what is meaningful to us and determines the way of our understanding”. Therefore, studying the parodies as reflected in English advertisements with the metaphorical approach can provide better understanding of advertisements.