数码商品广告中的隐喻及其蕴含的文化价值观

Metaphors and Their Cultural Values in Digital Merchandise Advertisements

在探讨隐喻的运行机制和感知的基础上,文章将数码商品广告中的常见喻体分类整理并探讨其中所蕴含的文化价值。研究结果发现:自由、生活、成功、爱情、美、梦想、智慧、世界、自然、永恒是数码商品广告中的常见喻体;数码商品广告中的隐喻与中国特定的文化传统有着紧密的联系,即使是最时尚商品的广告也折射出最传统的文化价值观。

Based on the discussion of working dynamics and perception of metaphors, this thesis aims at categorizing the common vehicles in digital merchandise advertisements and exploring the cultural values behind them. Ten types of vehicles are found to be used commonly： freedom, life, success, love, beauty, dream, wisdom, world, nature and cteruib. It is also found that metaphors in digital merchandise advertisements are closely connected with specific Chinaware cultural traditions-even the advertising for the most fashionable merchandise reflects the most traditional cultural value.