Abstract:

In order to be distinctive and attract more and more consumers in the fiercely competitive 21st century, advertisers apply the metaphor in the advertisements. Advertising creators use highly concentrated artistic language to highlight the characteristics of the products, so that audiences can understand deeper implications from the surface of advertisements. Metaphor widely used in English advertisements makes English advertisements novel, persuasive, and unique. This thesis focuses on the characteristics of advertising English and metaphorical functions in English advertisements.
 
Keywords: metaphor; advertising English; metaphorical functions

摘  要：

在竞争激烈的21世纪，广告商为了夺人眼球，独树一帜，广告隐喻便应运而生。广告创作者利用高度浓缩的艺术语言来突显产品的特点，让受众透过表层的广告语去领会深层的隐含意义。隐喻在英语广告中的广泛应用，使得英语广告更具新颖性和说服力，且具有一定独特性。本文主要着眼于研究分析英语广告的特点以及隐喻在英语广告中的作用。

关键词：隐喻；英语广告；隐喻功能

1 Introduction
Nowadays, advertisement is a kind of communication which is purposeful. For successful advertisements, advertisers use a strategy-- metaphorical expression to effectively convey the information to the target audiences. It takes a lot of elaborate efforts of advertisers to create a perfect advertisement. It is concise, vivid, and easy to appreciate. While some words used in advertising language are straightforward, lacking imagination. In order to make advertising language novel and unique, advertisers apply metaphor in advertising creation to give the audiences the infinite space for imagination. The audiences will be able to understand the deep meaning through the surface of the advertising language. Metaphor, widely used in advertising, which has shown much vitality, brings economic profits for advertisers and enterprises, at the same time, has also attracted more and more attention in linguistic fields.