Chapter 1 Introduction
换句话说，它必须是内容，也有说服力。在这个意义上说，一个成功的广告应该吸引人们视觉和特殊的语言表达他们留下深刻的印象，引起他们强烈的购买动机。虽然一个好的广告不能再降了，没有细致的语言或修辞手段。此外，大部分的时间广告需要无形的和无意识的心理的理解。学者的探讨已经证明，英语论文范文，作为一种比喻，我们认为已经成为一个强大的战略的广告和概念合成理论（CBT）可以解释的过程中，人们了解广告。在这篇论文中，广告是指商业广告。在一个商业化的文字，图像，声音或意义，隐喻是一个集成的经验。不过考虑无济于事，能够操作，在这篇论文中的广告材料主要是从印刷物，包括杂志，报纸，像这样的事情。In otherwords, it must be informative as well as persuasive. In this sense, a successfuladvertisement should attract people visually and impress them with special languageexpression, arousing their strong purchasing motivation. While a good advertisementcannot go further without delicate language or rhetorical device. Moreover, most ofthe time advertisement needs invisible and unconscious mental understanding.Scholars’ studies have proved that metaphor as a way we think has become a powerfulstrategy in advertising and Faucconnier’s Conceptual Blending Theory (CBT) canexplain the process that people understand advertisement. And in this thesis,advertisements refer to the commercial advertisement. In a commercial, metaphor isan integrated experience of words, images, sounds or meanings. However consideringthe available operation, advertisement materials in this thesis are mainly from printedmaterial, including magazines, newspapers and things like this.
1.1 Purpose of the Present Research
因为广告的主要功能是告知和说服，以及制造商的最终目标是为了使人们购买他们的促进。只有人们了解他们，欣赏他们的广告，他们可能购买的产品。本论文的目的是，隐喻广告有很深的探讨和探究过程中人们了解广告。至于为什么隐喻在广告中被选中，而不是其他领域？至少有两个很好的理由，专注于广告。首先是它代表文本的体裁，这是出于明确的意图。张女士说，我们知道我们看到的是一个广告，而不是一个大大有助于塑造我们期望什么以及我们的战略沟通解释工作，艺术或其他任何东西，二是，当代的广告中含有丰富的材料。既然有口头广告，非语言或图案广告和口头图案的广告，很容易根据自己的类别为我们探讨在广告中的隐喻。在本文中，笔者将根据数源和目标域分为两种：单峰的的隐喻广告和多式联运隐喻广告的广告。至于前者笔者打算到找到的比喻在口头和图案的广告，英语毕业论文，揭示他们的工作机制，并在广告中的认知功能;及后者，基于概念Fauconannier的混合理论（CBT）笔者试图略论如何的广告让使用比喻告知消费者他们的产品，尤其是下站在消费者的过程中，，进一步劝其选择它。Since the major functions of advertisements are informing and persuading, andthe ultimate goal of the manufactures is to make people buy what they promote. Onlypeople understand them and appreciate their advertisements can they possiblypurchase the product. The purpose of this thesis is to have a deep study of metaphor inadvertisements and explore the process that people understand advertisements.As for why metaphor in advertisement is selected rather than other fields? Thereare at least two good reasons for focusing on advertising. First is that it represents atext—genre which is motivated by clear intentions. The very fact that we know whatwe see is an advertisement, not a work of art or anything else considerably helpsshape our expectations about what it will communicate as well as our strategies forinterpretation; second is that contemporary advertising contains abundant materials.Since there are verbal advertisements, nonverbal or pictorial advertisements and verbal—pictorial advertisements, it is easy for us to study metaphor in advertisementsaccording to their category.In this thesis, the author divides the advertisements into two kinds according tothe number of source and target domain: monomodal metaphor advertisement andmultimodal metaphor advertisement. As for the former the author intends to findmetaphor in verbal and pictorial advertisements, reveal their working mechanism andcognitive function in advertisement; and the latter, based on the Fauconannier’sConceptual Blending theory (CBT) the author tries to analyze how the advertisersmake use of metaphor to inform the consumer of their product, especially theunderstanding process of the consumer
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