A Study On Metaphor Rhetoric Of TV Advertisement About Health Care Products

Along with the development of the Chinese economy,people are willing to pursue the second level of Abraham Maslow's hierarchy of needs theory after meeting the needs of survival,which is named Security Needs,including health protection.When they are concerned about the health,people's health care needs are becoming increasingly diversified.At the same time,it impels the increasing development of health care products.Also with the rise of TV advertising,it has been become a vital way for people to know health care products.TV ads make advertising products audio-visual and affect the audience's emotions and the way of thinking.Metaphor is a pervasive process in people's daily life as an important cognitive way.So it is One of the most creative forms of TV advertising.In order to deliver product information effectively,the advertising combines the products into the TV images,and changes,contrasts,analyzes or creates a new look directly of the products.Even that,the transmitted information of the ads is beyond the people's existing knowledge.And sometimes,the ads will create a metaphor,then establish new plausible concepts and construct the new cultural cognition and facts.From the perspective of metaphor,this paper will analyze the metaphors in health care advertisements,and it explores the hidden concept in the visual advertisements with the content analysis way of the visual rhetoric.Then this thesis also studies that how the advertising affects consumers' perceptions and consumption perceptions through the constructed ideas.Finally,it hopes that consumers can recognize the real health care products and its' advertisements,then consumers can improve the discrimination ability and recognition level.At the end,people can have a rational consumption recognition and treatment of health through this article.