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An Analysis of Commercial Advertisement——From Conceptual Metaphor Perspective

段慧敏

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Abstract

Metaphor as a rhetorical device is widely used in advertisements,many scholars has studied metaphors in advertisements from rhetoric and semantic perspectives.However with the development of cognitive linguistics,it provides a new aspect for metaphor study.Metaphor is not only a rhetorical device but also a method of thinking.More efficient and positive information in advertisements can be conveyed to consumers by using cognitive metaphor.This paper explores the effect and influence of conceptual metaphor in commercial advertisement.

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What this paper is about

Metaphor as a rhetorical device is widely used in advertisements,many scholars has studied metaphors in advertisements from rhetoric and semantic perspectives.However with the development of cognitive linguistics,it provides a new aspect for metaphor study.Metaphor is not only a rhetorical device but also a method of thinking.More efficient and positive information in advertisements can be conveyed to consumers by using cognitive metaphor.This paper explores the effect and influence of conceptual metaphor in commercial advertisement.

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Available abstract

Metaphor as a rhetorical device is widely used in advertisements,many scholars has studied metaphors in advertisements from rhetoric and semantic perspectives.However with the development of cognitive linguistics,it provides a new aspect for metaphor study.Metaphor is not only a rhetorical device but also a method of thinking.More efficient and positive information in advertisements can be conveyed to consumers by using cognitive metaphor.This paper explores the effect and influence of conceptual metaphor in commercial advertisement.

Key concepts: Metaphor, Rhetoric, Rhetorical question, Perspective (graphical), Rhetorical device, Conceptual metaphor, Cognition, Advertising

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