An Study On The Metaphor In The Print Ads

Metaphor is initially is widely applied in the field of literature as a kind ofrhetoric means.. From the traditional ideas, metaphor is in the domain of rhetoric.Sofrom90s,many western scholors begin to look for more proofs from film，advertisement，comics etc.Every corner of today’s society is filled with the figure of the advertising,especially in the information technology explosion, in order to enhance theadvertising effect in the limited time and space, so that ad enough to cause people’sattention, the designer in the design of advertising words and posters often struggledwillingness to adopt the form of pictures, in order to enhance the appeal of advertising.So that people can perceive consciously and unconsciously, and dig out the meaningand value of the spread advertising. This illustrated in the form is the use of metaphor.Our concerns are: one, advertising the existence of conceptual metaphor; howhumans use a metaphorical way of thinking to get the advertising creators of truecommunicative intent; Third, through the linguistic knowledge, to understand theplane advertisement this special language features.The results of these three issues canthink that the conceptual metaphor theory is correct or not provide a reference, canalso enrich the cognitive linguistics, pragmatics learn the contents of an extremelyimportant theoretical and practical significance,The paper is divided into six chapters, the first chapter introduces the metaphorscholars since Aristotle, the other metaphors in print ads print ads as well as domesticand foreign scholars made a brief introduction.The second chapter, we introduce theclassification of the metaphors in print ads. The third chapter is the judgment of themetaphors in print ads, the operating mechanism of the fourth chapter of themetaphors in print ads. Chapter of metaphor in different cultures, Chapter VI of thefull text view are briefly summarized.This paper adopted domestic and foreign more real plane advertisement case, carries on the analysis and interpretation, in the choice of material with real credibility.At the same time, this article features to use the knowledge of linguistics, richcommunication and design field of research, the advertising creators and mediaprofessionals have practical significance. At this circumstances,Charles propose thetheory of multimodal metaphor. Because only a few scholors study multimodalmetaphor,this paper will study it through advertisement.We hope our study can givea help to the study in this area.