Commercial Slogan Of Metaphor Study

Commercial advertisement plays an important role in our daily life, so we contact with it atevery moment. As a field of advertisement, advertising language catches more attention, itbecause that it not only reflects the whole language system, but also reflects the thinking way ofhuman beings, especially the application of metaphor, it makes language becoming morecharming, and proved that metaphor is a cognitive way in fact at the same time. And as apowerful tool for creating commercial advertisement, the application of metaphor is becomingmore and more widely.This paper is divided into five parts. In the first part, the paper introduced the researchpurpose and meaning, the situation of research, the research methods, and the data sources. Thesecond part described the basic theory of commercial advertising language and metaphorsystematically, including the definition, tape, features, and the conceptual metaphor, theconceptual integration theory and the relationship between them. The third part of theclassification of the commercial language metaphor is the focus of this study, and according tothe metaphor classification of Lakoff, and combined with a large number of examples, the paperanalyzed the metaphor of commercial advertising language, and concluded further classes. Theforth part of paper analyzed the specific situation of the metaphor in commercial advertisinglanguage, and summarized its characteristics, including large information, expression meansinnovation and various culture. In the final part, the paper firstly analyzed the realizing ofcommercial advertisement metaphor mainly due to the cognitive culture, social psychology andpragmatic reason, and summarized the functions of commercial advertisement metaphor next,including the ability to improve economic efficiency, the ability to enhance cognition, the abilityto enhance aesthetic level and the ability to promote language development.Through the above study, the purpose is to explore the application of metaphor incommercial advertising language, and to put forward a new cognitive perspective about themetaphor. And at the same time, we can deepen our perception and promote the further research.