商务目的影响下的广告转喻机制——以汽车广告语为例

Metonymy Mechanism with Business Purpose in Advertising:A Case Study of Automobile Advertising

广告语篇是一种将商务目的与语言相结合的言语行为。本文通过观察研究发现,汽车广告中的转喻有如下特点:(1)广告转喻中源域的选择明显地受限于广告的商务目的,源域与商务目的两者共同对受众产生影响;(2)广告中的谐音词、近义词、多义词都可能有转喻存在,广告目的对其都有影响;(3)在广告转喻中存在多种形式的多域操作,且受商务目的制约。

Advertising discourse is the typical example of language communication in business area which combines both business purpose and language features. This paper,based on automobile advertising discourse,finds out that（ 1） the business purpose of advertising affects its choice of source domain of metonymy,the two of which work together on the audience’s psychological process;（ 2） business purpose also affects the metonymy appearing in polysemantic and homophonic expressions or synonyms;（ 3） various types of multi-domain metonymies can be found in advertisement.