英语毕业论文 A Cognitive Study of the Persuasive Function of Metaphor in Advertising.doc

编号 论文 题目：学院 专业 学 号 学生姓名 指导教师 谢竞贤 讲师 二〇〇九年月 摘 要 西方对隐喻亚里士多德研究开始，大致经历了三个阶段世纪30年代以前的修辞学研究，20世纪30年代到70年代的语义学研究，20世纪70年代以后的多学科研究。隐喻人类最原始的思维方式之一，关键词：ABSTRACT The scholars in western countries have studied metaphors for a long time. There have been generally three periods since the Aristotle times: the first period is the rhetoric study of metaphors before the 1930s; the second period is the semantic study of metaphors from 1930s to 1970s; the third period is the multi-disciplinary study of metaphors after the 1970s. As one of the most primitive thinking modes of human beings, metaphor has aroused interest of many scholars both at home and abroad. Nowadays, liguists from various branches are studying metaphors from Semantics, Pragmatics, the Relevance Theory, the Cognitive Science, etc. The advertising, which comes into being as a result of the emergence of goods exchange, develops with the advancement in goods production as well as science and technology. The advertising attracts the public’s attention and performs its persuasive funtion through the employment of various rhetoric devices. Metaphor is one of them. On the one hand, metaphor develops the public’s interest by strengthening the figurativeness of advertising; on the other hand, it stimulates the cognitive mechanism of the public，thus arousing the resonance of the audience. The study of advertising, especially its persusive function has also been the focus of many scholars. This essay aims to study how metaphor achieves its persuasive funtion in advertising from the cognitive perspective, especially through the Conceptual Blending Theory(CBT). At the same time, this essay proposes some limitations of the Conceptual Blending Theory in the analysis of mataphor in the hope of establishing a more systematic analyzing theory of metaphor. Keywords: metaphor; Conceptual Blending Theory; advertising; persuasion Contents CHAPTER1 INTRODUCTION 1 CHAPTER2 METAPHOR 3 2.1 The