从合作原则角度浅析英语广告标语中的隐喻_英语论文.doc

资料分类:英语论文 上传会员:梦溪 更新时间:2017-10-17
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Abstract

 

Advertising slogans are almost everywhere in nowadays rapidly developing society. In order to provide slogan receptors with multitudes of efficient messages in the limited time and space, metaphors are often employed in slogan design. Therefore, metaphor as the cornerstone of meaning and truth plays a vitally important role in our understanding of the external world.Simultaneously, as rhetoric means in literature, the ultimate function of the metaphor in advertising English is to attract the public attention. The metaphor is also a kind of cognitive phenomena, closely related to the mode and evolution of people’s thinking. This thesis, using the Cooperative Principle of Grice, analyzes and evaluates the function and usage of metaphors in slogans of advertising English, laying special emphasis on the significance of the CP to metaphors in advertising slogans and the advertising effect resulted from the violation of the Maxim of Quality.

 

Key words: the Cooperative Principle; Metaphor; advertising slogan; violation

 

Contents

Abstract

摘要

1. Introduction-1

2. On Metaphors in English Advertisement Slogans-2

2.1 Definition and Characteristics of Slogans-2

2.2 Metaphors in English Advertisement Slogans-3

3. Paul Grice’s Cooperative Principle-5

3.1 Definition of the Cooperative Principle-5

3.2 Grice’s Maxims-5

3.3 On Conversational Implicature-7

4. Analysis of Metaphors in English Advertisement Slogans with CP-7

4.1 Functions and Application of Metaphors in Advertisement Slogans-8

4.2 The Significance of the CP to Metaphors in Advertisement Slogans-9

4.3 Effects of Metaphors’ Flouting the Maxim of Quality in Advertisements.-10

5. Conclusion-13

Works Cited-14

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上传会员 梦溪 对本文的描述:事实上,隐喻中蕴藏着某种隐喻无法捕到的东西,而且我们是无法将隐喻中的情感、审美因素与描写、认知成分区分开的。同时,作为文学中的一种修辞方法,隐喻在广告英语中的功能最终是......
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