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In the Charles Forceville’s Pictorial Metaphor in Advertising (1994), pictorial metaphor is the subject of the research. The author explains it “more specifically in printed advertisements and billboard”. And the author “proposes a be analyzed”. And “the most crucial . pictorial metaphor”.
Her paper takes advertising as a kind of prominent and true communication; and the message in the advertisements needs to be considered in pragmatic scope. And I regard metaphors as the Violation of Cooperative Principle. All in all, her paper analyses metaphors in advertisements from a pragmatic perspective.
However, few research have been undertaken about features and categories of metaphorical language used in advertising. This paper puts emphasis on studying the features of metaphorical advertising language, common metaphorical categories and its working mechanism.
II. Metaphor in English Advertisements
This part will briefly introduce the functions of English advertising language, concepts and some related study or famous theory of English metaphor and the application of metaphor in English advertising language will also be covered.
2..1 Functions of English Advertisements
Based on the different effects in different periods, the functions of advertising language have two aspects: the direct function and the indirect function.