| It is the society in which consumers are swimming surrounded by spread information. Identical or common expression is hard to arouse any attention from spectator.Metaphor is often used in advertising. As a forceful commercial tool, it processed what people experienced through life. Form of advertising originality just results from metaphor thoughts. Creation and metaphor share some close correlation in common. That is metaphor opened the door of creation. It exists in all behavior, thinking, talking and interaction of normal life. People, at any time, feel this world by metaphor unawares, whereas the world runs in the same way (analogy association method).Metaphor can produce specific, simple, familiar and novel selling message. Spectator put in higher attention and more understanding to implicit commercial information. So metaphor can enlarge the expressing and rhetorical effect of advertising. If an effective advertising using metaphor can be understood by its consumers, it definitely can persuade them of the benefit from products and service, promote further buying desire.The first part of this thesis, focusing on analyzing practical metaphor advertising and its pattern, explores metaphor's expression. Besides, it also searches for more of the images information in print advertising so that to get clear of the real meaning behind the print advertising images. How do spectator try to figure out metaphor massage and agree with it is concluded as follows: 1. Metaphor possesses a concept that one familiar idea takes place of an unfamiliar one. But simile shows the similarity between subject and its carrier directly. Hint of it is easy to be understood. Metonymy is also clearer than metaphor for it involves immediate relationship of object or cause to replace the formal subject. What it implies can be known.2. Metaphor advertising build images by removing mechanical images of original product and reveal a brand new artistic conception for factors changing. Based on the classification of advertising vision rhetoric, metaphor is just one kinds of figure of speech, which is regarded as the most deviated rhetoric pattern for semanteme. Product is the main part, and the major information the advertising wants to say is hidden within the images. Thus, it reaches its goal if consumers can understand what it wants to say. Metaphor advertising can be divided as"definition","simplification","artistry"and"novelty".3. It analyzes metaphor advertising through practical examples and affirms the value of it on creation advertising. It also defines what is metaphor advertising and non-metaphor advertising.4. Metaphor advertising is valuable on successful communicating effect and enhancing aesthetic feeling for it at the same time to bring more interesting to spectators during their reading. The second part of this thesis analyzes mainly the images in advertising. Under this spread circumstance of vision in general, most of information are expressed through visual way. So it seems so significant to convey sense and communication using various images signals.Panofsky, art historian in German(1892-1968),held a view that "images meaning is expressed by molding". That is to say outer form also contains inner meaning, but whatever ways the images are conveyed by , all images possess their objective and subjective characterizations. So except for providing objective information, images meaning will be different also because of analyzing and timing differences from individuals.Secondly,what metaphor bases is similarity. Only if exist some identical points between two objectives, comparison has been formed by comparing one to another. This thesis, based on reference, classifies similarity into"appearance similarity","mechanical similarity","identity relation similarity"and"compliance metaphor", which has prepared for statement parts.The third part of this thesis which analyzes metaphor originality is the statement part. It summarizes the topic issues, creation reveal and organization instruction of this thesis. |
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