中外广告语中的隐喻和认知

Metaphors in and Cognition of Advertisements at Home and Abroad

隐喻作为一种语言现象和认知行为,以其特有的修辞功能和表达效果在广告中得到广泛应用。隐喻的使用不仅使广告变得简洁生动、新奇而富有启发,还可以激起观众的想像力。隐喻是人类认知世界不可缺少的工具,由于受语言、社会和文化因素的影响,不同人对中外广告语中隐喻概念的认知有较大的差异。

As a language phenomenon and a cognitive behavior, metaphor is widely used in the advertisements for its unique rhetorical function and expressive effects. It not only makes the advertisements concise and vivid but novel and instructive. The metaphor in advertisement can also arouse the audience＇s imagination. Based on an analysis of metaphor examples from both Chinese and foreign advertisements, this paper holds that metaphor is the necessity of cognitive tool for human beings. Value metaphors, moral metaphors, comparison metaphors as well as the metaphor cognition are also introduced. The paper finally points out that due to linguistic, social and cultural differences, there are subtle distinctions in explaining metaphorical concept.