从批评话语分析的角度看广告语篇中的概念隐喻

A Critical Discourse Analysis of Conceptual Metaphor in Advertising

广告在我们的生活中随处可见,其主要目的是劝购。概念隐喻作为一种认知方式,具有"突出"和"隐藏"的功能,能达到很好的认同和评价效果,因此成为广告商轻易构建各种社会意识形态的有效工具。但是,概念隐喻映射的缺陷同样不容忽视。该文试图从批评话语分析的角度对隐喻的消极作用进行论证,目的在于提高人们对广告的批评性意识,揭露其华丽语言下的真实现实。

Advertising can be seen everywhere in our life, the main purpose of it is to persuade people to buy. As a cognitive approach, conceptual metaphor possesses the function of'outstanding 'and'hidden', which can achieve perfect results of recognition and evaluation, therefore become effective tools for the advertisers to construct the social ideology. However, the defects of the conceptual metaphor cannot be ignored. The paper discusses the negative effect of conceptual metaphor from the perspective of CDA(critical discourse analysis), aiming to raise people's critical awareness in advertising and disclose the truth under the rhetoric.