从认知视角分析隐喻机制在广告英语中的劝谏性功能_英语论文.doc

资料分类:英语论文 上传会员:白鲸 更新时间:2017-11-10
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Abstract: This study aims to investigate the persuasive function of metaphor mechanism in advertising English from cognitive approach. Advertising language, as a special form of informing and persuasion, exerts great and constant influence on the consumers' purchasing action. Metaphor, as a cognitive tool, is often used in advertising to strengthen the persuasive effect. The process is analyzed mainly through Lakoff&Johnson’s points of cognitive metaphor, deals with the persuasive effect of metaphor in advertising English. It is shown that intention, emotion and context are cognitive factors that help to improve the persuasive function to catch consumers’ attention and finally persuade them to purchase products.

 

Key words:advertising; cognitive metaphor; persuasion

 

CONTENTS

Abstract

摘要

 1.Introduction 1

 2.Literature Review2

2.1 A Literature Review of the study of Metaphor

2.1.1 The Definition of Metaphor

2.1.2 The Previous Study of Metaphor

2.2 Related Studies of Advertising English

2.2.1 The Definition of Advertising English

2.2.2 A Review of Previous Studies of Advertising Language

 3.Persuasive Function of Metaphor Mechanism in Advertising English.5

3.1 Metaphor Mechanism in Advertising English

3.2 Persuasive Function of Metaphor Mechanism in Advertising English

3.2.1Metaphor and Intention

3.2.2 Metaphor and Emotion

3.2.3 Metaphor and Context

 4.Conclusion11

 Bibliography.13

 Ackowledgement. 14

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上传会员 白鲸 对本文的描述:本文旨在从认知视角研究隐喻机制在广告英语中的劝谏功能。作为一种告知与劝说的特殊形式,广告语言对消费者购买行为具有重大且持续的影响。而隐喻作为一种认知工具,通常被用......
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