Abstract: Metaphor, as a kind of effective cognition method, has been widely applied in advertisements. On one side, the metaphor in advertisement can arouse the interests of the public by improving image of the ads. On the other side, metaphor in ads can stimulate the cognitive mechanism. Thus it can reach the goal of persuading the public. This thesis focuses on and studies metaphors in ads. It is mainly about the persuasive function of metaphor in advertisements. It takes the Cognitive Linguistics perspective to show how metaphor plays a key role in persuading the public by using the Conceptual Blending Theory. 

Key words: metaphor in ads，Conceptual Blending Theory，persuasive Function，cognitive perspective

摘要：隐喻作为一种有效的认知手段在广告中得到了广泛的应用。一方面广告隐喻通过增强广告的形象性来吸引公众的兴趣，另一方面广告隐喻又刺激观众的认知机制，以达到其劝说功能。本文旨在进一步从认知语言学角度，主要通过概念整合理论来研究隐喻如何在广告语中实现其劝说功能的。

关键词：广告隐喻 概念整合理论 劝说功能 认知角度