广告中的兴趣隐喻研究

Interest Metaphor in Advertising

隐喻不仅在人的思想、理解和推理中起着重要作用,还在我们的社会、文化和心理现实的构建中起重要作用。隐喻在广告中的应用不胜枚举,使用Ungerer的AIDA模式分析广告的还很少见。据此研究探讨了广告策略随时间的变化,特别关注了兴趣隐喻的作用。通过比较中国主流媒体从20世纪90年代到21世纪20年代的某些广告,找出这些隐喻在使用中不变的和变化的模式。研究发现,在最近的广告中出现了一种新型的兴趣隐喻。这种类型隐喻的基点是属于非物质的情感价值隐喻。

Metaphor plays important role not only in human being’s thinking,understanding and reasoning,but also in the craft of our society,culture and psychological reality.Although the application of metaphor in advertising is commonplace,the application of Ungerer’AIDA model in advertising is rare.The paper tries to explore advertising strategies changing through time,especially focuses on the role of interest metaphor.By comparing ads in the 1990s and in the period of 2005 to 2020,the changing and constant models of metaphor in them are found.It is found that,in recent advertising,a new type of interest metaphor emerges with the characteristic of non-material,emotional metaphor likewise.