Metaphors in and Cognition of Advertisements at Home and Abroad

As a language phenomenon and a cognitive behavior,metaphor is widely used in the advertisements for its unique rhetorical function and expressive effects.It not only makes the advertisements concise and vivid but novel and instructive.The metaphor in advertisement can also arouse the audience's imagination.Based on an analysis of metaphor examples from both Chinese and foreign advertisements,this paper holds that metaphor is the necessity of cognitive tool for human beings.Value metaphors,moral metaphors,comparison metaphors as well as the metaphor cognition are also introduced.The paper finally points out that due to linguistic,social and cultural differences,there are subtle distinctions in explaining metaphorical concept.