浅议隐喻滥用导致的认知困惑——以广告中的隐喻滥用现象为例

On the Cognitive Difficulty Caused by the Abuse of Metaphor

隐喻是我们认识世界的锐利武器,但同时那些被滥用的隐喻也给人们的认知带来了困扰、犹疑和不解,甚至造成了思维的混乱与障碍。本文选取了运用新创隐喻较多的广告领域,拟从隐喻运作机制的角度对新创隐喻滥用的深层次原因加以分析,希望能对现代隐喻理论的有效运用有所启迪。

The paper analyzes the deep causes of the abuse of newly created metaphors in the field of advertisement and expects to have some enlightenment on the effective use of modem theory of metaphor.