时尚消费文化研究----英文服装广告中的概念隐喻分析
概念隐喻具有很强的说服力，可以有效地传达广告商的销售理念。在本文中，服装广告因其时尚性和特殊性而被选为研究对象。本文试图从认知语言学角度，将概念隐喻理论应用于英语服装广告分析。
这篇文章分析了三种概念隐喻，即结构隐喻，方位隐喻和实体隐喻，在英语服装广告语言中的具体应用。通过这三种隐喻在广告中的应用分析，探索时尚消费的产生与进行。众所周知，服装是时尚最为重要的组成部分。服装广告则成为传达消费观念和消费文化的一种较为有效的方法。概念隐喻将抽象的意义概念化，也许能帮助我们初窥时尚消费文化。
关键词：概念隐喻，服装广告，时尚，时尚消费，时尚文化
Exploration of Fashion Consumption Culture
—An Analysis of Conceptual Metaphor in English Costume Advertising
Abstract
Conceptual metaphor is a persuasive and effective means to express the advertiser’s sales strategies. In this paper, costume advertisements have been chosen for study for their population and specific features. This paper attempts to make an investigation of conceptual metaphor used in English costume advertising from cognitive linguistics perspective.
This paper analyzes three kinds of conceptual metaphor applied in English costume advertisements: structural metaphor, orientational metaphor and ontological metaphor. And through the analysis of conceptual metaphor in costume advertising, exploration into fashion consumption is conducted. Clothing is the most important constituent in fashion industry. Clothing advertisement is an effective means to transmit consumption value and consumption culture. Conceptual metaphor makes abstract meaning conceptualized, may helping us have a glimpse at fashion consumption culture.
Key words: conceptual metaphor, costume advertising, fashion, fashion consumption，fashion culture
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