2015•Unpublished venueOpen access
On Cognitive Effects of Metaphor in Advertisements
Yanni Li, Zhijuan Li, Jiayin Li, Likun Liu, Zhengpei Chen, Shuang Zhang
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Abstract
Since 2000 years ago, metaphor is regarded as a rhetorical device to add ornament and color to the language.Until the recent twenty years, metaphor is seen as a cognitive device in people's processes of perceiving the world and understanding new things.At the meantime, advertisement becomes an indispensable part in the modern society, while advertising language is the soul of advertisement.In order to achieve the goals of persuasion and consumption, metaphor is widely used in advertising languages by admen.It is so widely spread that arouses great interests of scholars all over the world.They have noticed that an ad with metaphor is more vivid, attractive, informative and persuasive than the one without.The vividness and attractiveness of metaphor can be explained by its rhetorical outlook, but this rhetorical point of view cannot touch the informative and persuasive functions of metaphor.Then the scholars turned their eyes to the cognitive theory of metaphor.
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