The Advertising Trope Of Speech Based Upon Mataphor

Advertising language, a kind of language form, is completely different from traditionallanguage, which is a brand new and complicated language system composed by heterocharacter. This language system brings inevitably some new changes, such as the changes ofrhetoric unit ,the diffusible way of transferred meaning caused by rhetoric between heterocharacters and intertextuality between hetero characters.In this paper, metaphor is chosen as the point of penetration and method of semiology isapplied to study phenomena of trope of speech rhetoric. Metaphor is divided into metaphorand metonymy in western rhetoric; metaphor and metonymy are typical trope of transferredmeaning rhetoric. Vehicle of rhetoric is composed by a"symbol / signifier"."Symbol /signifier"is a compound vehicle, as a symbol, it must have the signified meaning of symbol;and as signifier it contains the entirety of the first system and becomes new signified vehicleon the basis of symbol chains formed. That the formation process of transferred meaning tropis just the transforming process of symbol system,"symbol / signifier"is the medium oftransforming of symbol system and also is functional structural factor of realization ofreplacing of transferred meaning trop. Both replacing of metaphor and metonymy all happenin the aspect of the"symbol / signifier", and rhetoric signified──signification is the productof the transforming process of symbol system, resulted in new combination relations, that is tosay, rhetorical mirage and modern goods myth made by transferred meaning rhetoric arecreated through new combination of"old factors". Metaphor and metonymy have their owndifferent work mechanisms, the former reflects the mechanism of thinking cognition ofsimilarity association, and the latter reflects association mechanism of space contiguity.The persuadable power in advertising transferred meaning rhetoric is originated fromintertextual relations of hetero character, structural and significant function of"symbol /signifier", projection through different fields and aspects of experiences, which makeaudience have changes in cognition,conception and belief and have identification for productsor brands in the advertising, during this course, audiences become consumers.