广告中的隐喻与认知

广告中的隐喻与认知
隐喻不只是一种修辞手段，而且还是一种人们赖以生存的思维方式，是一种认知现象。广告中的隐喻不仅具有一般语言学上的认知意义，并且直接服务于广告交际目的，影响整个广告的效果。本论文介绍了隐喻的相关理论，从隐喻的认知功能角度出发，论述了隐喻认知功能的三种类型，即结构隐喻，方位隐喻以及本体隐喻，在广告语中的体现以及作用。这三种隐喻在广告中经常出现。通过分析人们理解不同广告的过程，反映出人们的认知能力在理解广告中有着非常重要的作用以及隐喻在广告中的认知功能。

关键词： 广告；隐喻；认知
Metaphors in Advertisements and Cognition
 
Metaphor is not only a sort of rhetoric instrument, but also a mode of thinking and cognitive phenomenon we live by. Metaphors in advertisement not only possess the cognitive meanings in general linguistics, but also directly serve the purpose of advertisement, and have an impact on the effect of the entire advertisement.                      This thesis makes an introduction to relevant theories about metaphors, and three types of metaphors from the angle of cognition, that is, structural metaphors, orientational metaphors and ontological metaphors. The three types of metaphors often appear in advertisements. By analyzing the process of people understanding different kinds of advertisements, we conclude that people’s original cognitive level is of great importance in apprehending metaphors in advertisements and cognitive functions of metaphors in advertisements.                   

Key words：advertisements; metaphor; cognition

*若需了解更多与协助请咨询↓→[电脑QQ][手机QQ]【数据协助】