摘要
隐喻作为语言中历史最悠久的修辞格之一,频繁地出现在现代商业广告中,使得抽象、复杂的概念变得生动、简单、具体、形象,极大增强了语言的感染力。结合商业广告中大量蕴涵隐喻的实例,探讨了隐喻修辞格的结构特点、工作机制和在广告语中的语法模式和语用功能。
As one of the oldest rhetorical devices,metaphors are now widely employed in advertising for the purpose of making language vivid,brief and concrete.An emphasis is laid on the discussion of structural features,working mechanism,grammatical patterns and pragmatic functions of metaphor.
出处
《河北理工大学学报（社会科学版）》
2009年第6期143-145,共3页
Journal of Hebei Polytechnic University:Social Science Edition
关键词
隐喻
广告
修辞格
metaphor
advertising
slogans figure of speech
