2012•Journal of Chaohu CollegeRequires access

THE GRAMMATICAL METAPHOR AND ITS COGNITIVE ANALYSIS IN THE ADVERTISEMENT DISCOURSE

He Jing

Abstract

Grammatical metaphor is a very common language phenomenon in the use of language and communication process.The paper,combining with cognitive motivation analyzes the English project in the advertisement discourse from cognitive perspective,basing on the conceptual metaphor;interpersonal metaphor and modal metaphor.Not only it is helpful in understanding the rich connotation of advertising words,but it also reflects the development of human cognition.

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Available abstract

Key concepts: Metaphor, Interpersonal communication, Cognition, Connotation, Perspective (graphical), Linguistics, Psychology, Conceptual metaphor