Abstract

At present, English Advertisement is getting more and more attention, which promotes the development of this industry, at the same time, people are getting more and more interested in the study of metaphor. Metaphor is very persuasive and it can effectively convey its sales philosophy of advertisement . Metaphor is not only a rhetorical means but also a way of thinking and  cognition. It can help consumers recognize and associate the characteristics of the new products so as to meet the goal of persuading consumers to buy them.  Firstly this paper introduces the theoretical basis of metaphor and advertisement.Then the paper mainly discusses the three main functions of metaphor in English Advertisement: rhetoric, cognitive and social function.  In terms of rhetoric function, metaphor can make advertisements more concise and inspiring; In terms of cognitive function, metaphor can make advertisements more concrete and acceptable; In terms of social function, metaphor can make advertisements more euphemistic and less offensive.

Keywords: English Advertisement; metaphor; function

Contents

Abstract

摘要

1. Introduction-1

2. Literature Review-1

3. The theoretical basis of metaphors in advertisement-2

3.1 The metaphorical theory-2

3.2 The connotation of advertisement-3

4. The rhetoric function of metaphor in advertisements-4

4.1 Making advertisements more concise-4

4.2 Making advertisements more inspiring-5

5. The cognitive function of metaphor in advertisements-6

5.1 Making advertisements more concrete-6

5.2 Making advertisements more acceptable-7

6. The social function of metaphor in advertisements-8

6.1 Making advertisements less offensive -8

6.2 Making advertisements more euphemistic-8

7. Conclusion-9

Works Cited-11