| 从合作原则看英语广告标语中的隐喻 |
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| 引用本文： | 刘蓓.从合作原则看英语广告标语中的隐喻[J].青岛远洋船员学院学报,2009,30(1). |
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| 作者姓名： | 刘蓓 |
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| 作者单位： | 青岛远洋船员学院外语部,山东,青岛,266071 |
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| 摘 要： | 作为文学中的一种修辞方法,隐喻在广告英语中的功能最终是为了吸引公众的注意.隐喻又是一种认知现象,与人的思维方式及思维发展过程密切相关.本文运用格莱斯的合作原则分析评价了隐喻在英语广告标语中的功能和用法,特别分析了隐喻对质量准则的违反所产生的广告效果.
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| 关 键 词： | 合作原则 隐喻 广告英语 违反 |
On Metaphors in Slogans of Advertising English by the Cooperative Principle |
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| LIU Bei.On Metaphors in Slogans of Advertising English by the Cooperative Principle[J].Journal of Qingdao Ocean Shipping Mariners College,2009,30(1). |
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| Authors: | LIU Bei |
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| Institution: | Department of Foreign Language;Qingdao Ocean Shipping Mariners College;Qingdao 266071;China |
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| Abstract: | As a rhetoric means in literature,the ultimate function of the metaphor in advertising English is to attract public attention.The metaphor is also a kind of cognitive phenomena,closely related to the mode and evolution of people's thinking.This paper,using the Cooperative Principle of Grice,analyzes and evaluates the function and usage of metaphors in slogans of advertising English,laying special emphasis on the advertising effect resulted from their violation of the Maxim of Quality. |
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| Keywords: | the Cooperative Principle Metaphor advertising English violations |
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