| 英语广告文体中的隐喻 |
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| 引用本文： | 管璐.英语广告文体中的隐喻[J].浙江省政法管理干部学院学报,2006(2):42-46. |
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| 作者姓名： | 管璐 |
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| 作者单位： | 浙江树人大学语言学院,浙江杭州310015 |
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| 摘 要： | 文体的功能决定着隐喻的个性。广告隐喻不仅具有一般语言学上的认知意义，并且直接服务于广告交际目的，影响整个广告的效果。英语广告文体中的隐喻对于广告的作用还反映在它的类型分布特点与翻译体现的交际制约方面。应用文体的认知研究不仅要关注文体语言间的共性，更需关注文体的个性形成。
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| 关 键 词： | 认知 隐喻 广告机制 翻译 |
| 文章编号： | 1009-1505（2006）02-0042-05 |
| 收稿时间： | 2005-12-07 |
| 修稿时间： | 2005-12-07 |
On the Metaphors in English Advertisements |
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| GUAN Lu.On the Metaphors in English Advertisements[J].Journal of Zhejiang Gongshang University,2006(2):42-46. |
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| Authors: | GUAN Lu |
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| Institution: | Institute of Languages, Zhejiang Shuren University, Hangzhou 310015, China |
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| Abstract: | Metapbors are genre - specific. The metaphors in English advertisements are not only a cognitive concept as in ordinary linguistics. It directly serves the communicative purpose of the genre, influencing the whole conceptualization process, and becomes a basic concept to the cognitive linguistics of advertisements. Its cognitive potential is best revealed through its distribution in forms and the communicative constraints in translation as well. It partly points to the fact that genre is a product of linguistic choice under communicative circumstances. Cognitive researches on genre should focus not only on the universal concepts but on the development of individual characters as well. |
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| Keywords: | cognition metaphor advertising mechanism translation |
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