The Metaphorical Expression In Advertisement Language

The figurative expression of the language in advertisement is the object of the study, which is mainly about the metaphorical expression in the figure of speech, to be exact, the metaphor, metonymy and synecdoche and the effect they have in the language of advertisement.So far, there were many studies on the language in advertisement, but most of them were about the overall rhetoric speech, but there were not as many research of other figure of speech beyond metaphor. The paper began by defining and classifying the figure of speech, and the definitions of metaphor, metonymy and synecdoche and the slight comparisons among them were also made. Then the effects of figure of speech on advertisement language and every specific kind of it were shown as well. And the further classification of metaphor, metonymy and synecdoche was also made and cognitive linguistics was employed to analyze them. Based on the above research, conclusions were drawn as follows:Firstly, the tenor and the vehicle of metaphor are similar, but their cognitive domains are different, while the tenor and vehicle of metonymy are contiguous, and their cognitive domains are the same. The tenor and the vehicle of synecdoche include each other, and their cognitive domains are also the same.Secondly, consumers will be impressed with the usage of the original way of metaphor in advertisement language. Metaphor can not only make consumers associate the tenor with the vehicle, with consumers'past knowledge, but also can leave the readers novel feelings.Thirdly, metonymy can deeply impress the readers with beauty. The advertisement of cosmetics can impress the consumers with beauty and dignity and the usage of metonymy can make the feelings more concrete.Fourthly, synecdoche can express deep meaning through simple words, and can also indirectly change the perspective of consumers and give them new experience and knowledge through enlarging or narrowing the cognitive domain.Fifthly, there are something in common, as well as some difference among the effects of metaphor, metonymy, synecdoche in advertisement language. All in all, the appropriate usage of figure of speech in advertisement can create lively languages with beauty, deeply impress the readers, attract consumers and finally reach the consumption aim.