广告语篇中的隐喻功能

Metaphor Function in Advertising Discourse

隐喻使语篇具有多种功能,在广告语篇中隐喻主要起以说服为目的的多种功能。隐喻的修辞功能使广告语篇的表达生动形象,婉转优雅;隐喻的认知功能使广告语篇奇妙新颖,引人入胜。两种功能的运用有效地促进了广告商与目标受众的成功交际。

Any discourse is endowed with different metaphor functions. In advertising discourse, metaphors are interpreted mainly as persuasive functions. Advertising discourse can be described vividly and elegantly with the help of metaphors from the perspective of rhetorical function; advertising discourse takes on novelty with the help of metaphors from the perspective of cognitive function, hence promoting the successful interaction between advertisers and their prospective buyers.