英语化妆品广告中的概念隐喻研究

On the Conceptual Metaphor in English Cosmetics Advertisements

概念隐喻可分为结构隐喻、方位隐喻、本体隐喻。其作为一种认知和思维方式,为研究语言现象提供了新的思路。广告是广告商吸引消费者,刺激消费的一个重要手段。通过分析英语化妆品广告语中概念隐喻的应用和启示,能够帮助消费者更好地理解英语化妆品广告蕴含和意图传达的产品信息,为广告策划者提供一些启示和参考,以创作出更好的、更符合消费者消费心理的广告语。通过运用定性与定量、理论分析与案例分析相结合的研究方法,以欧美化妆品品牌官网发布的英文广告语为研究对象,分析表明,概念隐喻的使用模式以结构隐喻为主,而方位隐喻的使用频率最低。

Conceptual metaphors can be categorized into structural metaphor,orientational metaphor and ontological metaphor.As a way of cognitive and thinking,it provides a new way of thinking to study linguistic phenomena.Advertising is an important means for advertisers to attract consumers and stimulate consumption.This paper aims to help consumers understand the information conveyed in cosmetics advertisements by analyzing the application and enlightenment of conceptual metaphors in English cosmetics advertisements and to provide some inspiration and reference for advertisement planners to create better advertisement slogans that are more in line with consumers’consumption psychology.By using research methods that combine qualitative and quantitative,theory analysis and case analysis,this paper takes the English advertising slogans published by the official websites of European and American cosmetics brands as the research object and the results of the analysis show that structural metaphor is the main use mode of conceptual metaphor and the use frequency of orientational metaphor is the lowest.