商务目的引导下的广告转喻机制研究

On Metonymy Mechanism in Advertising Under the Guidance of Business Purpose

文章从商业广告入手,以商务目的为指导,对认知模型下的广告转喻机制进行分析,得出商业广告中的转喻呈现如下特点:广告的商务目的影响转喻中源域的选择;广告的商务目的对ICM模型下的广告转喻有重大影响;受商务目的影响,广告转喻设计可采用多种策略,以转喻链的形式达到广告宣传目的。

Advertising discourse is the typical genre which integrates business purpose and its own language form, which plays an important role in the production sale and the development of enterprises. This paper, under the guidance of business purpose, analyzed the metonymy mechanism of advertisement in different ICM modes and found out that： （1） the business purpose of advertising affected its choice of source domain of metonymy; （2） Business purpose had a significant impact on the advertising metonymy in different ICM modes; （3） Adopting various strategies in the design of the advertising metonymy could enhance the efficiency of advertisement.