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1、畢業(yè)論文（設(shè)計(jì)）OnMetaphorinAdvertisingEnglishIntroduction12.MetaphorStudies22.1TheDevelopmentofMetaphor32.2TheDefinitionofMetaphor33.EnglishAdvertisement53.1Definitionofadvertising53.2FeaturesofAdvertisingLanguage64.MetaphorandotherRhetoricalTechniques84.1CooperativePrincipleapproachtoMetaphor84.2TheHum
2、anizingMetaphor104.3HyperboleMetaphor114.4TheSynaestheticMetaphor134.5Summary145.RelevancePrinciplesinEnglishAdvertising155.1PrincipleofEconomy155.2PrincipleofEfficiency165.3PrincipleofEuphemism175.4PrincipleofAesthetic196.Metaphorunderstanding216.1Metaphorunderstandinginvolvessocio-culturalfacto
3、rs216.2Individualdifferenceinmetaphorunderstanding227.Conclusion23Reference24IntroductionInthemodernworld,advertisingcanbeseeneverywhere.Asamainmethodofpromotingproductsorservices,advertisementplaysamoreandmoreimportantroleincommercialworld.Ithighlightstheeffectoftheproductsandservicesontheconsum
4、ers.Metaphor,atraditionaltopicforpoetryandliterarystudies,hasrecentlyattractedtheincreasingattentionofphilosophers,linguists,psychologists,andisgenerally26畢業(yè)論文（設(shè)計(jì)）regardedasatestinggroundfortheoriesoflanguagecomprehension.Metaphorhasexplodedasatopicofinterestinthehumanitiesandsocialsciencesoverth
5、epasttwenty-fiveyears(seeCameron,1999:21)Chinahasalsoattachedgreatimportancetometaphor,whichisevidencedtheproliferationofpublicationsofpapersconcerningmetaphorstudiesinChina’smajorjournalsofforeignlanguageresearch.Advertisingandmetaphor,botharehotissuesintheworld.Metaphorasanimportantrhetoriciswi
6、delyappliedtoadvertisement.Eveninthetextbooksandtests,thereisnothingnewinit.ThereisacommonviewpointexistsamongEnglishreadersinChina,itiseasytograspEnglishbyremembersufficientvocabulary.Onlyafewreaderscanpayenoughattentiontorhetoric,especiallymetaphor.Therefore,itispossiblemissthepointwhenreadersh
7、aveencounteredsomesimplymetaphorsentences.InordertoofferingagoodopportunityforEnglishreadershaveabetterunderstandingaboutmetaphor,thefollowingintroducedifferentwaysofclassifyingmetaphortoseehowmetaphorisunderstoodfromd
