从认知语言学的角度分析广告语中隐喻的运用

Analysis of the Use of Metaphor in Advertising Language from the Perspective of Cognitive Linguistics

当今世界,随着经济的发展,广告在沟通商品信息、引导消费者、促进商品销售中的作用日益增大。一个成功的广告创意既能在视觉上吸引人们,又以其独特的语言表达深深地打动和吸引消费者,激起他们的价值认同感或强烈的消费动机。丰富的隐喻使广告更加生动、形象、新奇、富有感染力和说服力。

Today's world, along with economic development, the role of advertisement in communication of product information, guiding consumers and promoting the sale of goods is increasing. A successful and creative advertisement not only can be visually attractive, but also deeply touched and attract consumers by its unique language, sparking their value identity or strong consumer motivation. Rich metaphors make advertising more vivid, strange, contagious and convincing.