浅析隐喻在广告英语中的功能作用

中文摘要
这篇论文以隐喻的功能为基础，探讨隐喻的功能在广告英语中的应用及其作用。束定芳教授（2000）把隐喻的功能划分为修辞功能，语言学功能，认知功能和社会功能四大类。隐喻在各种文体中应用广泛。以广告为例子，英语广告中隐喻的使用也很广泛和巧妙。在这篇论文中，笔者将通过例证法探讨隐喻在英语广告文体中的功能作用。希望通过研究英语广告文体中的隐喻，对隐喻的功能作用有更好的理解。证明隐喻的使用能产生巨大的魅力去吸引人们的眼球，而且能在促销产品中抓住消费者的消费心理。

关键词：英语隐喻，隐喻应用， 特点和功能，英语广告，消费心理，产品促销
Abstract
Based on the functions of metaphor, this paper explores the application of metaphor in English advertising. Professor Su Dingfang (2000) summed up the four functions of metaphor as rhetoric function, linguistic function, cognitive function and sociological function. As we know, metaphor is applied widely in various literary styles. Take advertising for example, metaphor used in English advertising style is very common and artful. In this paper, the writer attempts to look into the functions of metaphor in the style of English advertising with an abundance of examples. Through studying this issue, the multi-functions of metaphor can be easily seen, which proves that the use of metaphor can produce great charm to catch peoples’ eyeball and to grasp the consumptive psychology of the consumers in the promotion of products.

Key words: English metaphor, application of metaphor, English advertising, characteristics and functions, consumptive psychology, promotion of products

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