Abstract: This study aims to investigate the persuasive function of metaphor mechanism in advertising English from cognitive approach. Advertising language, as a special form of informing and persuasion, exerts great and constant influence on the consumers' purchasing action. Metaphor, as a cognitive tool, is often used in advertising to strengthen the persuasive effect. The process is analyzed mainly through Lakoff&Johnson’s points of cognitive metaphor, deals with the persuasive effect of metaphor in advertising English. It is shown that intention, emotion and context are cognitive factors that help to improve the persuasive function to catch consumers’ attention and finally persuade them to purchase products.

Key words:advertising; cognitive metaphor; persuasion

CONTENTS

Abstract

摘要

 1.Introduction 1

 2.Literature Review2

2.1 A Literature Review of the study of Metaphor

2.1.1 The Definition of Metaphor

2.1.2 The Previous Study of Metaphor

2.2 Related Studies of Advertising English

2.2.1 The Definition of Advertising English

2.2.2 A Review of Previous Studies of Advertising Language

 3.Persuasive Function of Metaphor Mechanism in Advertising English.5

3.1 Metaphor Mechanism in Advertising English

3.2 Persuasive Function of Metaphor Mechanism in Advertising English

3.2.1Metaphor and Intention

3.2.2 Metaphor and Emotion

3.2.3 Metaphor and Context

 4.Conclusion11

 Bibliography.13

 Ackowledgement. 14