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摘要当今世界，广告作为一种常见的社会现象，对我们的生活产生了巨大的影响。本文运用文献综述法，对英语广告语中隐喻理论特征和实际应用进行了研究。论文首先介绍了研究背景，然后介绍了英语广告语常用的隐喻类型，并运用案例分析揭示了隐喻在英语广告语中的工作机制，最后分析了隐喻在广告语中的使用原则。通过分析，作者认为，要实现隐喻对于英语广告语的作用，必须满足三个原则：原创性，适合性和对应性。本文意在为广大英语学习者对于广告隐喻这种特殊修辞的认知提供新的方式，同时为广告文案写作提供一定的理论依据。39386
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毕业论文关键词：隐喻；英语广告；特点；修辞
Abstract In today's world, advertising as a common social phenomenon, has a huge influence on our lives.In this paper, using the method of literature review, theory of metaphor in English advertising language features and practical application are studied.Paper first introduces the research background, and then introduces the commonly used types of metaphor to English AD, and use case studies to reveal the working mechanism of metaphor in English advertising language, finally analyzes the principle of the use of metaphor in advertising.Through the analysis, the author thinks that in order to realize the role of metaphors in English advertisement, must satisfy three principles: originality, suitability and correspondence.This article is intended for the majority of English learners for advertising this special rhetoric metaphor provides new ways of cognition, at the same time provide certain theoretical basis for AD copy writing.
Key words：metaphor; English advertisements; features; rhetoric
Research on conceptual metaphors in English advertising language
Contents
摘 要 v
Abstract..vi
I. Introduction………………………………………… .1
II.Metaphor in English Advertisement..2
2.1 Functions of English Advertisement 2
2.1.1 The Direct Function 2
2.1.2 The Indirect Function 2
2.2 Concepts and Related Theory of English Metaphor.3
2.3 The Application of Metaphor in English Advertisements 3
III. Features of Metaphor in English Advertisements 4
3.1 Lexical Features of Metaphor 4
3.2 Syntactic Features of Metaphor 5
IV. Common Categories of Metaphor in English Advertisements 6
4.1 Visible Metaphor.6
4.2 Invisible Metaphor 6
v.Principles of the Metaphor's Application in English Advertisements..9
VI.Conclusion11
Bibliography 12
Acknowledgments 13
I. Introduction
Advertising is all around us. Advertisements have become a important part of our life and there is a lot of literature about the language of advertising from a wide range of perspectives, such as anthropology, sociology, linguistics, literary criticism and so on. Though, a few studies have touched on metaphor used in advertisements; nearly most researchers in the field regard metaphor as a persuasive and effective means used by advertisers. Metaphor previously was considered as a figure of speech in literature.
In 1980, scholars George Lakoff and Mark Johnson published the book Metaphors We Live By. It claimed that metaphor is one of our most significant tools for attempting to comprehend what cannot be understand totally: our feelings, aesthetic expressions, moral practices, and spiritual awareness. Lakoff and Mark Johnson first come up with conceptual metaphor theory in this book, and tried to research human metaphor from the perspective of human cognition.