商务英语论英语广告中隐喻.docx

商务英语论英语广告中隐喻.docx

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商务英语论英语广告中隐喻

南昌工程学院

毕业设计（论文）

外国语学院系（院）国际商务英语专业

毕业设计（论文）题目论英语广告中的隐喻

学生姓名李皓

班级10级英语3班（国际商务）

学号2010103131

指导教师胡园

完成日期2014年5月30日

NanchangInstituteofTechnology

GraduationThesis

TitleOnMetaphorsinEnglishAdvertisements

NameLiHao

MajorEnglish（Business）

StudentNo2010103131

AdvisorHuYuan

DateMay.30th.2014

SchoolofForeignLanguages

Abstract

Metaphorisnotonlyakindoflanguagephenomenon,butalsoakindofthinkingmode.Nowadays,inthemodernadvertisingindustry,metaphorisfrequentlyappliedamiddesigningtheads.Itenablestheadvertisementsmoreconciseandmorevivid.Inaddition,theuseofmetaphorcanhelptorealizethemarketingpurposeofadsbetter.

ThisthesisdiscussesmetaphorphenomenaexistinginEnglishadvertisements.Itpresentssomefundamentalknowledgeaboutmetaphorandads.Then,thethesisstudieswhyadmenusemetaphorsinEnglishadvertisementsandwhatkindofeffectsmetaphorsbringtoEnglishadvertisements.What’smore,thebasicprogressesofunderstandingmetaphorsinEnglishadvertisementsandthefactorsaffectingtheunderstandingofmetaphorsinEnglishadvertisementswillalsobediscussed.Then,theaimofthepaperistoarousepeopletopayattentiontometaphor.ByprovidingusefulinformationtoletpeoplecomprehendthemeaningofthemetaphorsusedinEnglishadvertisementsbetterandhelpthemmakesenseofEnglishadvertisements.

KeyWords:

Metaphor;Englishadvertisement;Useofmetaphor;UnderstandingofMetaphor

摘要

隐喻不但是一种言语现象，而且是一种思维形式。

在当今的广告产业中，隐喻被频繁地使用于广告语的设计中，它使广告更加简洁生动，与众不同。

此外，隐喻的使用还能更好地帮助广告实现其销售目的。

本文将对英语广告中存在的隐喻现象进行探讨。

文章介绍隐喻和广告的基本知识。

其次，文章研究广告设计者为什么会在英语广告中使用隐喻，隐喻会给英语广告带来什么效果。

再次，隐喻理解的基本方式和影响隐喻理解的因素也会被讨论。

文章的目的在于引起人们对英语广告中隐喻现象的注意，通过提供有用的信息来帮助人们更好地理解英语广告中隐喻的意思。

关键词:

隐喻;英语广告;隐喻的使用;隐喻的理解

Content

Introduction

Advertisementisakindofinformationcommunicationfacingthepublic.Itispublishedbyacertainpeopletoaffectpublicandreachthepurposeofpersuasion.Advertisement,asatooltointroducecommoditiesorconceptions,existseverywhereinthisglobalizedsociety.Recentyears,asthehighspeeddevelopmentofeconomicglobalization,moreandmoreforeignproductshaveenteredintotheChinesemarket.Atthesametime,allkindsofEnglishadvertisementscomealongwiththeseforeigngoods.Theseadstransmittheinformationaboutmultitudinousforeigngoods,andundertakethemissionstomarkettheimportedproducts.Hence,theeffectsoftheseadsareveryimportant.Aneffectiveadvertisementmusttransmitinformationfleetly.Withthepurposeofmakingtheadsefficient,admenalwaysusesomecertainprinciplesorstrategiestodesigntheads.Metaphoricallanguageiscontainedintheseprinciplesandstrategies.

Inthepast,metaphors,asakindofrhetoricalmethod,wereoftenusedinpoetriesorliteraryworks.Butnow,thiskindoflanguagephenomenonisnotonlytreatedasarhetoricalmethod,butalsotreatedasacognitivephenomenonandapatternofthinking.Researchshowsthatpeopleoftenusemetaphoricalthinkingpatterntoexpresstheirviews.Aristotleusedtosaythat“metaphorsexistinalltheconversationsfrompeople”.Nowadays,thestudiesaboutmetaphorhavealreadydeepenedintoallkindsoffields,suchastheoreticaldiscussionaboutmetaphor,thestudyofspecificmetaphoricallanguageissues,andsoon.Metaphorsarewidelyusedinvariousdesigns—productdesignandadvertisingdesign,forexample.Withtheapplicationofmetaphors,adsbecomemoreattractive.

ThisthesisdiscussestheapplicationofmetaphorsinEnglishadsbysomeexamples.Firstly,thegeneralknowledgeaboutmetaphorandadvertisementwillbeintroducedinthefirstandsecondpart.Secondly,thethesiswilldiscusstheactuality,prospectandfunctionofmetaphorsinEnglishadvertisements.Inthelastplace,progressesofunderstandingmetaphorsandfactorswhichwillaffectthecomprehensionofmetaphorswillbeintroducedtohelptounderstandmetaphorsinEnglishadvertisementsbetter.

ChapterOneAnOverviewofEnglishAdvertisement

Inourdailylife,advertisementsexisteverywhere.Whenpeoplewalkonthestreet,turnonTVorsearchtheinternet,peoplecancatchsightofvariousadvertisements.Peoplehaveallkindsofviewsaboutadvertisement.Someofthemlikeadvertisementsbecausetheythinkadscanbringlotsofinformationaboutgoodstothem.Butsomeofthemhateadvertisementsbecauseadsaremeaninglessandtroublesomeintheireyes.So,whatkindoflanguagephenomenoncanbecalled‘advertisement’,andwhydoadvertisementsexistinourlife?

1.1TheDefinitionofEnglishAdvertisement

InEnglish,theword‘advertisement’isaforeignword.TheLatinword—‘advertere’istheetymologyofadvertisement.Itmeansinduction,transmissionandattention.Advertisement,actually,isusedtodrawthemasses’attention,spreadinformation,andenticepublictoacceptsomekindofgoods.And,transmissionisadvertisement’sintrinsiccharacteristic.

Before1890,thewesternworldwidelybelievedthat“advertisementsarenewsaboutproductorservice”.

Intheonlinedictionary,advertisementisdefinedasthis:

“Apaidannouncement,asofgoodsforsale,innewspapersormagazines,onradioortelevision,etc.”

Today,oneofthewidelyquoteddefinitionsfromRossiterandPercy（1997:

20）isthat:

“Advertisingisoftenregardedasaprocessofrelativelyindirectpersuasion,basedoninformationaboutbenefitsofproductsorservices,whichisdesignedtocreatefavorablementalimpressionthatturnsthemindtowardpurchase.”

Fromalltheabovedefinitions,wecangetsuchconclusions:

First,advertisementsaremadeforsomespecificneeds,toinform,persuade,orremind.Second,advertisementsneedtobepublicwidely.Finally,advertisementneedstobespreadthroughvariousmediaapproaches,suchasnewspapers,magazines,radios,TV,internet,andsoon.

1.2ThePurposeofEnglishAdvertisement

Asatypeofpropagatingmeans,adsarewidelyused.Generallyspeaking,theaimofadsistodiffuseinformationaboutcommodities,servicesorideastothepublictopersuadeorinfluencethemtomakechoice.Byelaborativeanalysis,itcanfindfourpurposeofEnglishadvertisement.

First,advertisementpossessesstrongapplicability.Thetoppriorityofadvertisementistoconveyinformationaccurately.Inthemoderncommercialcommunity,mostinformationofgoodsandservicesaredeliveredbyadvertisements.Asourearthisbig,andmorethan6billionpeoplearelivingonourearth.Itisimpossibleforbusinessmentopublicizetheirgoodsandservicesfrommouthtomouth.Advertisementsjusthelpbusinessmensolvethisproblem.Throughthoseprintadsandtwo-dimensionalads,variouscommoditiesareknownbypeopleallovertheworld.

Second,advertisementcanhelpcompaniesestablishcorporateimage.Thestatusoftheenterpriseandproductsintheconsumers'mindisdeterminedbythecorporateimageofacompany.Thiskindofpositionisgreatlymoldedandmaintainedbyadvertisementstrategies.Duetothewideaudienceandlargecirculationofadvertisement,advertisementisprovidedwithstrongabilitiestomoldandmaintaincorporateimage.Abrilliantandcredibleadvertisementcangreatlyimprovethecorporateimageofenterpriseandproductsgreatly.

Thethirdthingadvertisementtriestodoistoguideconsumers.Printadvertisementpossessesdetailedinformation,andcanbedeliveredtoconsumers’handsdirectly,suchasshoppingguide,realestateadvertisement,andcommodityinformation.Itiseasyforprintadstoguideconsumerstobuytheproducts.Meanwhilethetwo-dimensionaladscanguideconsumptionthroughcolorfuldynamiceffects.

Thelastpurposeofadvertisementistomaketheconsumerssatisfied.Aradiantandvividadvertisementcanstrengthentheattractionofanadvertisementbyitsextraordinaryaestheticfeeling.Thismakestheconsumersimmerseintothebeautifulimageofgoodsandservices,thentheywillreceivetheguidanceoftheadsconsciously.

1.3TheLinguisticFeaturesofEnglishAdvertisementLanguage

Asameanstopublicandcommunicateinformation,thefunctionofadsiscrucial.Withthewidespreaduseofads,advertisingEnglish,animportantbranchofmodernEnglish,growsupgradually.Itbringsinfluencetopeople’sbuyingbehaviorandthoughtpatternsdirectly,andhasitsuniquecharacteristicsonculturedifferenceandtheapplicationofvocabulary,grammarandrhetoric.TheselinguisticmeansandcharacteristicsshowupthecharmsofadvertisingEnglishtactfullyandeffectively,atthesametime,theyendowtheadswithstrongpersuasionandmaketheadsbereceivedeasily.HerearesomelinguisticfeaturesofadvertisingEnglish.

Firstly,itisthelexicalfeature.Asamethodtopublicinformation,advertisingEnglishmustbefullofinfluenceandcharisma.Therefore,thewordingofadvertisingEnglishhastobedifferentwiththenormallanguage.Generalspeaking,tomaketheEnglishadvertisementlanguageconcise,vivid,visualandinfectious,theneologismandcommonwordsareoftenusedintheadvertisingEnglish.

Secondly,itisthegrammaticalfeature.IntheEnglishadvertisementlanguage,themostobviousfeaturesofitssyntaxisthediversityofwordingandphrasing.Thistypeofdiversityismainlydisplayedintheskillfuluseofsimplesentences,interrogativesentencesandimperativesentence.Ontheonehand,astheabilityofconsumerstorecognizethewordsislimited,theinformationintheadsneedsbetransmittedwithintheleasttimeandspace.Theuseofsimplesentencecanrealizetherequestthatconveythemostinformationwithinthemostrefinedlanguage.Ontheotherhand,thepurpos