Xiong Ni
Abstract
This paper first elucidates metaphor from the perspective of relevance theory, and then gives examples to analyze how persuasion is realized by metaphor in advertisement, in which three forms-ethos, pathos and logos are embodied in various degrees. Metaphor carries the function of persuasion and it works well in advertisement.
A significance statement is not available in the OpenAlex record.
A contribution statement is not available in the OpenAlex record.
Method details are not available in the OpenAlex metadata.
Findings are not separately available in the OpenAlex metadata.
Limitations are not available in the OpenAlex metadata.
Application details are not available in the OpenAlex metadata.
This paper first elucidates metaphor from the perspective of relevance theory, and then gives examples to analyze how persuasion is realized by metaphor in advertisement, in which three forms-ethos, pathos and logos are embodied in various degrees. Metaphor carries the function of persuasion and it works well in advertisement.
Key concepts: Persuasion, Metaphor, Pathos, Ethos, Logos Bible Software, Perspective (graphical), Function (biology), Relevance (law)