浅谈英语广告语篇中的隐喻

隐喻是生活中普遍存在的现象。英语广告作为现代生活的一部分，不可避免地使用着大量的隐喻，且具有一定独特性。因此，对广告隐喻的深入研究，不仅有助于加深我们对广告艺术表达方式的认识和理解，了解广告隐喻独有的特点和功能，也有助于我们更好的认知当代世界，提高对经验、思维和表达形式的领悟。
当前，国内外对于隐喻的研究，有关于词汇方面的，对于英语广告的研究，有关于委婉语、双关语应用方面的，这些研究表明对隐喻的研究以及对英语广告的研究都具有重要意义，这也为本文的研究奠定了基础。然而，对于英语广告语篇中的隐喻研究，虽有涉及，但还不够深入。因此，本文正是以现代隐喻理论为基础进行深入探讨的一次研究。
    本文以现代隐喻理论为基础，以街道、报刊、杂志上的英语广告为语料，重点探讨英语广告中隐喻的语义结构、特点以及功能，旨在帮助我们更好地认知当代世界，并为正确解读英语广告提供帮助，同时丰富隐喻的语篇层面研究。笔者通过重点分析英语广告语中隐喻的新颖性、整体性、易记性等特点，以及英语广告中所体现出来的修辞学、语言学等功能，让人们可以更清楚地去读懂广告所要表达的真正含义，从而最终接受广告。

 关键字：隐喻；英语广告；隐喻的特点；隐喻的功能
Application of Metaphor in English Advertising
Abstract: Metaphor is a pervasive phenomenon in our life. As an important part in modern life, advertising uses a great number of metaphors inevitably. And metaphorical advertising has its own particularity. Therefore, a deep study on metaphors in advertising can not only help us deepen our cognition and understanding of the expressing forms of advertising art, comprehend the particularity of metaphors in advertising, but also can facilitate our understanding of the modern world, promote our comprehension of experience, thinking and expressing forms.
    Now, the study of metaphor involving the vocabulary field at home and abroad; the study of English advertising involving the applications of euphemism and pun at home and abroad, these studies suggest that the study of metaphor and the study of English advertising is of great significance, which laid the foundation for this study. However, for the study of metaphor in English advertising discourse, although involved, but not depth enough. Therefore, this is a further study based on the modern theory of metaphor.
    This paper is based on modern theory of metaphor, depending on the corpus from the streets, newspapers and magazines, focusing on the semantic structure, characteristics and functions of metaphor in the English ads, aiming to help us  cognize the contemporary world better, also helping us understand the ads correctly, while enriching the metaphorical discourse level. The author through a focused analysis of novelty, globality and other features of metaphor in the English slogans, as well as reflecting rhetoric, linguistics, and other functions of metaphor in English advertising, so that people can more clearly read the ads, understand the true meaning of the ads and accept the ads finally.

 Keywords: metaphor; English advertising; the characteristics of metaphor; the functions of metaphor

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