Nanchang Institute of Technology Graduation Thesis
different. In order to master the correct meaning of metaphors in ads, people must have deliberate thinking.
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On Metaphors in English Advertisements
Conclusion
Nowadays, advertisement is a kind of product with high commercial values. The ample presentation forms and the novel expressive effects of ads not only give rise to the consumers? interest, but also get hot attention from lots of language researchers. If the admen want to attract the consumers in a short time and realize the persuasion function, they can try to use some metaphors properly to get twofold results with half the effort. The utilization of metaphor makes the language popular, easy to comprehend and impressive. Through the wide imaginary space left by metaphors, the artistic charm of ads gets intensified. In the modern advertisement, the use of metaphors strongly strengthens the impact force and infectious of ads. Because of the typical function and effect of metaphor, it is used by people more and more frequently.
This thesis has provided some basic knowledge about metaphor and advertisement, which can help to deepen readers? comprehension about them. The analysis about prospect of metaphor shows undoubtedly that the use of metaphors in English advertisements has a wide developing space. Therefore, to have deeper research about metaphor is necessary. The three function of metaphor—rhetorical function, linguistic function and sociological function, are discussed in the paper through some examples. At the same time, the paper lists three factors (similarities, cross-culture differences and Language Context) which affect the comprehension of metaphors. It is hopeful that the discussion of metaphors in English advertisements can offer some help to the relevant people.
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Nanchang Institute of Technology Graduation Thesis
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