浅析中英广告语中的隐喻运用论文.doc

辅修专业学士学位毕业论文（设计） 题目（中文）： 浅析中英广告语中的隐喻运用 （英文）： Metaphor in Chinese and English Advertisements 学 院 外国语学院 年级专业 学生姓名 学 号 指导教师 完 成 日 期 年 月 Metaphor in Chinese and English Advertisements Written by Supervised by A Thesis Submitted to Shanghai Normal University In Partial Fulfillment of the Requirements for The Degree of Bachelor of Arts In English Language Foreign Languages College, Shanghai Normal University December 2011 Contents Acknowledgements i Abstract ii 摘要 ii I. Introduction 1 II. Study on metaphor 1 2.1 Definition of metaphor 1 2.2 Structure of metaphor 2 2.2.1 Source domain and target domain 2 2.2.2 Mapping 2 2.3 Classification of metaphor 3 2.3.1 Metonymy 3 2.3.2 Synecdoche 4 III. Exploration of advertisement 4 3.1 Definition of advertisement 4 3.2 Features of advertisement 5 3.2.1 Colloquialism 5 3.2.2 Creativity 6 3.3 Functions of advertisement 6 V. Metaphor in advertisements 7 4.1 Classification of metaphor used in Chinese and English advertisements 7 4.1.1 Colour metaphor 7 4.1.2 Phonetic metaphor 9 4.1.3 Personified metaphor 11 4.2 Features of metaphor in advertisements 12 4.2.1 Universality 12 4.2.2 Diversity 13 4.3 Values of metaphor in advertisements 14 4.3.1 Aesthetic values 14 4.3.2 Cultural values 15 4.3.3 Cognitive values 16 VI. Conclusion 17 Bibliography 18 I. Introduction In recent years, metaphor stands out with an amazing speed in our daily life. Apart from linguists, other professionals like semanticists, cognitive linguists and philosophers also join the group in doing further study on metaphor, which has aroused a metaphoric revolution all over the world. This thesis mainly studies from the perspective of advertising, arguing the extensive use of metaphors in advertisements with several kinds of specific and e