作 者: ();
机构地区: 暨南大学华文学院
出 处: 《现代语文》 2018年第6期161-165,共5页
摘 要: 广告语无处不在,其中广泛存在着隐喻现象。莱考夫和约翰逊的《我们赖以生存的隐喻》认为隐喻不仅是一种语言现象,更重要的是人脑思维的一种认知活动。本文以莱考夫的隐喻理论为依据,将日常生活广告语中的隐喻分为三种基本类型:结构隐喻、本体隐喻和方位隐喻,然后再分次小类,由此分析广告语中隐藏的隐喻概念,并概括隐喻在广告语中的作用。 Advertising slogans are everywhere,and there are widespread metaphorical phenomena. Lakoff and Johnson's“Metaphors We Live By”think that metaphor is not only a linguistic phenomenon,but also a cognitive activity of human brain thinking.Based on Lakoff's metaphor theory,this paper divides the metaphors in daily advertising language into three basic types:structural metaphors,ontology metaphors,and position metaphors are then subdivided into subcategories to analyze the hidden metaphorical concepts in advertising slogans and to summarize the role of metaphors in slogans.
领 域: []