摘要

在对隐喻的研究中，有两个从认知角度看隐喻的理论成为当代研究隐喻的焦点。其一是Lakoff和Johnson(1980)的人类隐喻性思维理论。他们认为隐喻在日常生活中无处不在，不仅存在于语言之中，也存在于人们的思维和行为中。我们赖以思考和行为的概念体系本质上也基本是隐喻的。其二是Fauconnier和Turner(2002)在其著作《我们的思维方式》中提出，在人们日常思维之下存在概念整合的过程，并指出概念整合理论可以解释人们在创造和理解隐喻过程中的想象性思维过程。
广告在当今的社会是一种普遍可见的带有明确又实际交际概念和信息目的的交流方式。在随处可见的吸引人而又有效的广告中，隐喻性表达被广告创作者作为一种策略用来把广告需传达的信息概念有效地传递给目标受众。
本文以一定相关广告专业知识为相关背景理论支持，以“隐喻性思维”和“概念整合理论”为论证视角，通过对纯语言广告和语言图片广告中隐喻的分析，提出广告中的隐喻是展示人类隐喻性思维的最佳例证之一。而广告中的隐喻表达既反映了广告创作者对信息概念的独特创造性思维，也为广告信息受众对隐喻表达做出概念整合达到理解目的提供帮助。

关键词: 人类隐喻性思维，概念整合理论，隐喻，英文商业广告

ABSTRACT

In the history of metaphor study, many principles and theories were put forward. One of them is the Metaphorical Thought theory by Lakoff and Johnson（1980）. They proposed that “metaphor is pervasive in everyday life, not just in language but in thought and action. Our ordinary conceptual system, in terms of which we both think and act, is fundamentally metaphorical in nature” (Lakoff & Johnson, 1980：13). And in 2002, in the book The Way We Think，Fauconnier and Turner stated the principle underlying our thinking, that is, the Conceptual Integration theory which can show the imaginative mental operations in human mind while creating and understanding metaphor.
Advertising is a pervasive kind of communication of messages with practical and clear communication as in today's society. In the common catching and effective advertisements, metaphorical expressions are applied by the ad creators as a strategy to achieve the effective conveyance of the advertised messages or concepts to the target audience.
Based on some academic knowledge of advertising and the above principles, this paper shows that the use of metaphors in advertisement area is one of the most appropriate examples of human metaphorical thinking. And the expressions of metaphor, verbal and verbal-pictorial in this paper, show the creative ideas of the ad creators and build up conceptual integration networks in their mind while understanding the metaphors.

Keywords:  metaphorical thought theory, conceptual integration theory, metaphor, commercial advertisement