2004•Unpublished venueRequires access

An Analysis of the Multiple Functions of Metaphor in Advertising Language

Wang Li

Abstract

This article aims at exploring the multiple functions of metaphor in advertising language from the perspectives of aesthetics, economy, meaning creation, novelty, and culture transmission. It is pointed out that the use of metaphors in advertising language can make advertisements more attractive. Therefore, the charm of metaphor is confirmed from the aspect of advertising language.

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Available abstract

Key concepts: Metaphor, Novelty, Meaning (existential), Charm (quantum number), Linguistics, Advertising, Sociology, Psychology