2009•Journal of Jilin Teachers Institute of Engineering and TechnologyRequires access

The Using of Metaphor in Advertising Language

Yingying Qiu

Abstract

As a language phenomenon and a cognitive behaviour,metaphor is widely used in the advertisements for its unique rhetorical function and expressive effects.The article analyzes the relationship between advertising language and metaphor,explores the multiple functions of metaphor in advertising language,discusses the pragmatic function of metaphor in advertising language.

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Available abstract

Key concepts: Metaphor, Rhetorical question, Cognition, Function (biology), Linguistics, Phenomenon, Rhetorical device, Advertising