2. Literature Review

     The word “advertising” comes from Latin word“advertere”which means “persion”,  Advertisement is a kind of discourse which tries to get our attention.(He 1998)Advertisers use advertisements to make their products known to consumers and metaphor plays a vital role in advertisements. The advertisements have aroused extensive attention of scholars. Many scholars analyze advertisements from the perspective of linguistics, foreign scholars such as Vestergaard and Schroder, Tanaka analyze how advertisers use advertisements to achieve the purpose of selling goods from the perspective of socialinguistics and pragmatics (Keiko Tanaka 1994). In our country, scholars like Zhao Jing,Huang Guowen have studied advertisements from the perspective of vocabulary and grammar function . In recent years, there has been a new trend in the research of advertisements ,that is, from the angle of the function of the metaphor that is applied in advertisements.Metaphor, as a way of thinking , are now widely used in advertisements, but at present,the research of metaphors in English advertisements from the angle of its function is rare. This paper attempts to research in this new angle on the basis of the contemporary theory of metaphor and use advertisements in newspapers and magazines as the corpus. I hope it could provide guidance for the creation of advertisements, help them to understand advertisements correctly , at the same time, enrich the metaphorical research level.