| As a general way of thinking,metaphor is a way for us to realize cognition.Skincare product advertising language which is a sort of special-purpose language could persuade women to consume,but the metaphors used in them reflect the basic types in the human language.This thesis summarizes the different types of metaphors in English SPAL and analyzes their mapping mechanisms under the conceptual blending theory network.It is found that there are only two types of metaphors in 163 SPAL: structural metaphors and ontological metaphors,which doesn't reflect the orientational metaphors;besides,5 sub-types of metaphors are concluded in structural metaphors,such as war and medical metaphors.Ontological metaphors include six sub-types such as anthropomorphic metaphors and container metaphors.Although each network is unevenly distributed,they all participate in the blending process.The four networks' contribution degrees arrange from high to low are Single-Scope,Simplex,Mirror and Double-Scope Network.5 types of metaphors are constructed in Simplex Network,mainly light metaphors,anthropomorphic metaphors and artificial object metaphors;5types are constructed in Mirror Network,mainly nature metaphors and medical metaphors;10 types are blended in Single-Scope Network,mainly war metaphors and container metaphors;only anthropomorphic,nature and economy metaphors are constructed in Double-Scope Network.Through the meaning construction of the main types of metaphors under four networks,it is found that the Simplex Network is embedded meaning,the Mirror Network belongs to the analogical meaning,the Single-Scope Network belongs to the entity-borrowed meaning and the Double-Scope Network belongs to the associative meaning.This thesis discusses the blending mechanism of metaphorical meaning in SPAL,which expands the research perspective for the CBT,and also provides corresponding suggestions for advertising language designers. |
PDF Full Text Request