1、南 昌 工 程 学 院毕 业 设 计 (论 文 )外 国 语 学 院 系（院） 国际商务英语 专业毕业设计（论文）题目 论英语广告中的隐喻 On Metaphors in English Advertisements学生姓名 班 级 10 级英语 3 班 （国际商务） 学 号 指导教师 On Metaphors in English Advertisements完成日期 2014 年 5 月 30 日IAbstractMetaphor is not only a kind of language phenomenon, but also a kind of thinking mode. Now
2、adays, in the modern advertising industry, metaphor is frequently applied amid designing the ads. It enables the advertisements more concise and more vivid. In addition, the use of metaphor can help to realize the marketing purpose of ads better.This thesis discusses metaphor phenomena existing in E
3、nglish advertisements. It presents some fundamental knowledge about metaphor and ads. Then, the thesis studies why admen use metaphors in English advertisements and what kind of effects metaphors bring to English advertisements. Whats more, the basic progresses of understanding metaphors in English
4、advertisements and the factors affecting the understanding of metaphors in English advertisements will also be discussed. Then, the aim of the paper is to arouse people to pay attention to metaphor. By providing useful information to let people comprehend the meaning of the metaphors used in English
5、 advertisements better and help them make sense of English advertisements.Key Words: Metaphor; English advertisement; Use of metaphor; Understanding of Metaphor II摘要隐喻不但是一种言语现象，而且是一种思维形式。在当今的广告产业中，隐喻被频繁地使用于广告语的设计中，它使广告更加简洁生动，与众不同。此外，隐喻的使用还能更好地帮助广告实现其销售目的。本文将对英语广告中存在的隐喻现象进行探讨。文章介绍隐喻和广告的基本知识。其次，文章研究广告
6、设计者为什么会在英语广告中使用隐喻，隐喻会给英语广告带来什么效果。再次，隐喻理解的基本方式和影响隐喻理解的因素也会被讨论。文章的目的在于引起人们对英语广告中隐喻现象的注意，通过提供有用的信息来帮助人们更好地理解英语广告中隐喻的意思。关键词: 隐喻; 英语广告; 隐喻的使用; 隐喻的理解IIIContentAbstract .I摘要 .IIIntroduction .1Chapter One An Overview of English Advertisement.31.1 The Definition of English Advertisement .31.2 The Purpose of
7、English Advertisement.41.3 The Linguistic Features of English Advertisement Language .5Chapter Two An Overview of Metaphor .72.1 The Definition of Metaphor .72.2 The Origin of Metaphor .82.3 The Development of Metaphor .9Chapter Three The Analysis of Metaphors in English Advertisements.103.1 The App
8、lication of Metaphors in English Advertisements.103.1.1 The Application Actuality of Metaphors in English Advertisements .103.1.2 The Application Prospect of Metaphors in English Advertisements .123.2 Functions of Metaphors in English Advertisements .123.2.1 Rhetorical Function .133.2.2 Linguistic F
9、unction .143.2.3 Sociological Function.15Chapter Four The Understanding of Metaphors in English Advertisements .164.1 Factors that Affect the Understanding of Metaphors in English Advertisements.164.2.1 The Similarities between Noumenon and Metaphorical Objectives .164.2.2 The Cross-culture Differen
10、ces.174.2.3 The Language Context .174.2 Progress of Understanding Metaphors in English Advertisements.18Conclusion.20Bibliography.21Nanchang Institute of Technology Graduation Thesis1IntroductionAdvertisement is a kind of information communication facing the public. It is published by a certain peop
11、le to affect public and reach the purpose of persuasion. Advertisement, as a tool to introduce commodities or conceptions, exists everywhere in this globalized society. Recent years, as the high speed development of economic globalization, more and more foreign products have entered into the Chinese
12、 market. At the same time, all kinds of English advertisements come along with these foreign goods. These ads transmit the information about multitudinous foreign goods, and undertake the missions to market the imported products. Hence, the effects of these ads are very important. An effective adver
13、tisement must transmit information fleetly. With the purpose of making the ads efficient, admen always use some certain principles or strategies to design the ads. Metaphorical language is contained in these principles and strategies. In the past, metaphors, as a kind of rhetorical method, were ofte
14、n used in poetries or literary works. But now, this kind of language phenomenon is not only treated as a rhetorical method, but also treated as a cognitive phenomenon and a pattern of thinking. Research shows that people often use metaphorical thinking pattern to express their views. Aristotle used
15、to say that “metaphors exist in all the conversations from people”. Nowadays, the studies about metaphor have already deepened into all kinds of fields, such as theoretical discussion about metaphor, the study of specific metaphorical language issues, and so on. Metaphors are widely used in various
16、designsproduct design and advertising design, for example. With the application of metaphors, ads become more attractive. This thesis discusses the application of metaphors in English ads by some examples. Firstly , the general knowledge about metaphor and advertisement will be introduced in the fir
17、st and second part. Secondly, the thesis will discuss the actuality, prospect and function of metaphors in English advertisements. In the last place, progresses of understanding metaphors and factors which will affect the On Metaphors in English Advertisements2comprehension of metaphors will be intr
18、oduced to help to understand metaphors in English advertisements better.Nanchang Institute of Technology Graduation Thesis3Chapter One An Overview of English AdvertisementIn our daily life, advertisements exist everywhere. When people walk on the street, turn on TV or search the internet, people can
19、 catch sight of various advertisements. People have all kinds of views about advertisement. Some of them like advertisements because they think ads can bring lots of information about goods to them. But some of them hate advertisements because ads are meaningless and troublesome in their eyes. So, w
20、hat kind of language phenomenon can be called advertisement, and why do advertisements exist in our life?1.1 The Definition of English AdvertisementIn English, the word advertisement is a foreign word. The Latin word advertere is the etymology of advertisement. It means induction, transmission and a
21、ttention. Advertisement, actually, is used to draw the masses attention, spread information, and entice public to accept some kind of goods. And, transmission is advertisements intrinsic characteristic.Before 1890, the western world widely believed that “advertisements are news about product or serv
22、ice”.In the online dictionary, advertisement is defined as this: “A paid announcement, as of goods for sale, in newspapers or magazines, on radio or television, etc.”Today, one of the widely quoted definitions from Rossiter and Percy (1997:20) is that: “Advertising is often regarded as a process of
23、relatively indirect persuasion, based on information about benefits of products or services, which is designed to create favorable mental impression that turns the mind toward purchase.”From all the above definitions, we can get such conclusions: First, advertisements are made for some specific need
24、s, to inform, persuade, or remind. Second, advertisements need to be public widely. Finally, advertisement needs to be On Metaphors in English Advertisements4spread through various media approaches, such as newspapers, magazines, radios, TV, internet, and so on.1.2 The Purpose of English Advertiseme
25、ntAs a type of propagating means, ads are widely used. Generally speaking, the aim of ads is to diffuse information about commodities, services or ideas to the public to persuade or influence them to make choice. By elaborative analysis, it can find four purpose of English advertisement.First, adver
26、tisement possesses strong applicability. The top priority of advertisement is to convey information accurately. In the modern commercial community, most information of goods and services are delivered by advertisements. As our earth is big, and more than 6 billion people are living on our earth. It
27、is impossible for businessmen to publicize their goods and services from mouth to mouth. Advertisements just help businessmen solve this problem. Through those print ads and two-dimensional ads, various commodities are known by people all over the world. Second, advertisement can help companies esta
28、blish corporate image. The status of the enterprise and products in the consumers mind is determined by the corporate image of a company. This kind of position is greatly molded and maintained by advertisement strategies. Due to the wide audience and large circulation of advertisement, advertisement
29、 is provided with strong abilities to mold and maintain corporate image. A brilliant and credible advertisement can greatly improve the corporate image of enterprise and products greatly.The third thing advertisement tries to do is to guide consumers. Print advertisement possesses detailed information, and can be delivered to consumers hands directly, such as shopping guide, real estate advertisement, and commodity information. It is easy for print ads to guide consumers to buy the products.
