摘要
本文从美学功能、经济功能、意义创造功能、新奇特功能和文化传承功能五个方面探讨了广告隐喻的功能特点,指出把隐喻运用于广告创意中可使广告语更富吸引力,因而从广告实用文体这一侧面印证了隐喻的巨大魅力.
This article aims at exploring the multiple functions of metaphor in advertising language from the perspectives of aesthetics, economy, meaning creation, novelty, and culture transmission. It is pointed out that the use of metaphors in advertising language can make advertisements more attractive. Therefore, the charm of metaphor is confirmed from the aspect of advertising language.
出处
《山东外语教学》
2004年第4期69-71,共3页
Shandong Foreign Language Teaching
基金
2 0 0 3年黑龙江省哲学社会科学基金(0 3B0 87)
2 0 0 4年黑龙江省教育厅人文社会科学研究项目 (10 5 44 15 8)
关键词
隐喻
功能
广告语
metaphor
functions
advertising language
