Interpretation Of Metaphors In Television Advertisements

The thesis for graduation is doing research to metaphors in television advertisements. With the help of semiologie and the form of metaphor in television media, it wants to analysis metaphors in advertisement, even probe into the principle, effect and significance of metaphors in television advertisement.The thesis mainly concentrates on there two sides: idea and culture. It thinks, metaphors, which are made in distinctive way in advertisement can emphasize some special characters of commodities to the target consumers and attract them to purchase. So it's critical for making good idea to merge metaphors into the consumer goods and consumption and give consumer goods new significance. As to designer, it's necessary to choose suitable metaphorical points.More significantly, metaphors in television advertisement have great impact on social culture. By image and words, metaphors establish new significant and signifie. At the same time, metaphors give consumers information of commodities and show the way of living, which impact on consumers' minds. In brief, those metaphors are all expression of desire. They attempt to lure the target consumer. Although many people can penetrate the so-called ingenious metaphors, most of them still can't resist their temptation. So we can't take it for granted that metaphors in advertisement are just a kind of language phenomenon, a kind of expression. More importantly, they are a kind of culture phenomenon, which need our much attention and research.