2011•Journal of Huaihai Institute of TechnologyRequires access

Application of Conceptual Metaphor in English and Chinese Advertisements

Jin Feng

Abstract

Metaphor has become a heated topic in recent years not only in linguistic studies,but also in psychological,philosophical,sociological and many other fields.Metaphors are widely used in advertisements.Based on the conceptual metaphor theory,this paper approaches metaphors in both English and Chinese advertisements from the perspective of cognition.The purpose is to test the universality of conceptual metaphor theory.The author holds that metaphor is the necessity of cognitive tool for human beings.

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Available abstract

Key concepts: Metaphor, Conceptual metaphor, Universality (dynamical systems), Cognition, Perspective (graphical), Linguistics, Psychology, Epistemology