The Comparative Study Of Conceptual Metaphors In Chinese And English Cosmetics Advertisements

In recent years,the study of metaphor has become a hot topic among linguists.However,for most people,the traditional metaphor has always been regarded as a poetic imagination and a rhetorical device.Until the beginning of 1980 s,the book?Metaphors we live by?has been published,a turning point in the study of metaphor,it also marks the beginning of cognitive metaphor research.Metaphor is no longer regarded as a linguistic phenomenon,but also a way of thinking for human beings to understand abstract concepts.Our conceptual system of thought and action is based on metaphor,it can be said that conceptual metaphor is a mapping from the well known conceptual structure to another,it is one of the ways we perceive the world.Life is full of conceptual metaphor,living in such an environment full of conceptual metaphor,the reflection of conceptual metaphor is reflected in the way of our thinking and action,it provides us with new enlightenment and methods for the study of language phenomena.In the information age,advertising is everywhere,no matter where you are,what do you do,the first thing that catches the eye are commercial advertisements.In order to convey the product information to the audience in brief language expression,to arouse consumer desire to buy,the conceptual metaphor has become an important means of advertising design,among them,the female cosmetic advertising is the most type of conceptual metaphor naturally.This paper based on the conceptual metaphor theory as the research foundation,the description and explanation,combination of qualitative and quantitative,and comparative analysis methods,combined with statistical methods of “independent samples T test”,cosmetic advertising language between the two languages are analyzed,and studies the similarities and differences in the use of conceptual metaphors in different languages,and uses the theory of cultural values to explainthem,thus make us have a deeper understanding of the similarities and differences in the use of conceptual metaphors in different languages.Through the analysis of conceptual metaphors in Chinese and English cosmetic advertisements,it is found that there are similarities and differences between the conceptual metaphors used in different cultural backgrounds.Common: Although Asians and Westerners have different cultural backgrounds,people use the language is different,but the human body organs and structures and organs are the same,living in the same world,have the same cognition of basic things,so people perceived ability and cognitive ability are the same.And because the human mind has universality,So when it comes to the concept,similar structures are often used such as: container metaphor "the skin is a container" and "the product is a person" is a metaphor in the two languages.Difference: Conceptual metaphor is closely related to culture,and the choice of the source domain can not be separated from the influence of culture,then different cultures have different metaphorical expressions for the same kind of object.Through the analysis of Chinese and English cosmetic advertising language,this paper points out that there are great differences in the aspects of “emotional metaphors,time metaphors and up-down metaphors” between Chinese and Western countries.Through this study of this paper,The first is hoped that it is helpful to the study of conceptual metaphor,Second is hoping to help consumers identify the real intention of cosmetic advertising,cool consumption.On the other hand,it is hoped that through the analysis of this article,it can provide some reference for the cosmetics advertising designers,and create more excellent,in line with people's psychological cosmetics ads.