摘要
隐喻作为语言策略和认知手段在广告语中被广泛运用。概念隐喻是从日常表达式中归纳出来的具有典型性的认知机制,可反映客观事物尤其是一些抽象事物的关键特征和本质属性。中、英美体广告均常采用三个隐喻概念以及它们所衍生出的子隐喻概念,对比分析这些隐喻概念,可见隐喻作为语言现象和认知工具的共性。解析广告语中隐喻的认知对广告语设计及隐喻研究有所裨益。
As a linguistic strategy and cognitive means,metaphor is widely used in advertisements.Metaphorical concepts,a typical cognitive mechanism summarized from everyday expressions,reflect the true nature and key characteristics of the objective reality,the abstract things in particular.Three metaphorical concepts together with their subordinate metaphorical concepts frequently found in English and Chinese body-enhancing ads were extracted and analyzed,on the basis of which,the universality of metaphor as a linguistic phenomenon and a cognitive mechanism were investigated.The cognitive investigation of metaphors in ads is of some significance to linguistic designing of advertisements and metaphor research.
出处
《黑龙江教育学院学报》
2011年第3期136-139,共4页
Journal of Heilongjiang College of Education
关键词
隐喻概念
美体广告
隐喻认知的共性
metaphorical concepts
body-enhancing ads
universality of metaphorical cognition
