摘  要

虽然，前人对于隐喻以及商务广告语都有所研究。但是对于两者的结合，即商务广告语的隐喻研究并不是太多。因此，人们对于隐喻如何在商务广告中发挥作用这一问题还存在疑虑。本文的研究目的是尝试通过对于大量的商务广告进行实例研究，从而加深人们对于商务广告语中隐喻运用的具体认识。本文将运用文献法，归纳法，定量法等进行研究。通过对大量商务广告语的研究，我们可以发现隐喻在商务广告语中起着举足轻重的作用。本文的主要研究对象是结构隐喻，方位隐喻，实体隐喻。其中第二章是前人对于隐喻和商务广告语的专门研究。本文的研究在人们了解隐喻商务广告语方面起到了一定的作用。

关键词：隐喻；商务广告语；研究

Abstract

Though many studies have been done both on metaphor and business advertisements, but few studies are about the combination of metaphor and business advertisements. Therefore, people are still confused about how metaphor can make sense in business advertisements. The purpose of this paper is trying to study a lot of business advertisements and let people know more about the usage of metaphor in business advertisements. This paper uses the following methods: Documentary Study, Inductive Method, Qualitative Method, etc. Through the study of massive business advertisements, we can find that metaphor plays a significant role in business advertisements. The main subjects are structural metaphor, orientational metaphor and ontological metaphor. Chapter two is the specialized study about business advertisements and metaphor. This paper plays a role in the study of metaphor in business advertisements.

Key words: metaphor; business advertisements; study