【摘要】 隐喻(Metaphor),作为文学中的一种修辞方法,在英语广告中的功能是为了吸引公众的注意。传统的隐喻观念认为隐喻只是一种语言现象,而现代隐喻观认为隐喻更是一种认知现象,是一种思维方式,它出现在所有领域。隐喻在广告中的不同运用形式,使广告更具创新性,从而实现了其劝说功能。随着东西方文化的交流日益密切,我们可以广泛地借鉴世界各先进国家的广告经验,博采众长,最后将研究结合到自身的国情中,在本土进行更好地应用与推广,促进广告事业的发展。更多还原

【Abstract】 Metaphor, a rhetorical device in literature, is used in English advertisements to attract public attention. In traditional wisdom, metaphor used to be a linguistic phenomenon, while in modern concept, it is a cognitive phenomenon, a way of thinking, which appears in all areas. Used in advertisements in different forms, metaphor makes the advertisements more innovative, achieving persuasion function. As the cultural exchanges become increasingly frequent between the East an the West, we can mirror extensively the advertising experience of the advanced countries, absorbing their strong points, applying to our national advertisements, so as to promote the development of advertising at home.更多还原