1. 研究目的与意义
Advertising is now a part of people's lives. Advertising language is the core content of advertisement. It is influenced by social culture and it constrains or reflects its social culture as well. Metaphor as a kind of commonly used rhetorical devices exists in a large number of advertisements, it is even considered as the core of basic forms of communication of modern advertising . In addition, in foreign advertising researches, the application and effect analysis of metaphor is also a very attractive task. But the study of metaphor is mainly concentrated on the basic metaphor; little research has been done on the comparison of metaphor in Chinese and English advertisements. Through contrastive analysis of the use of metaphor in English and Chinese advertising language, this article researches the differences and similarities in the use of metaphor in Chinese and English advertisements. By understanding the differences in the use of metaphors in English and Chinese advertisements, we can study and compare English and Chinese as well as the two cultures more targeted.
2. 研究内容和预期目标
Research contents:the usage of metaphor in Chinese and English advertisements and their differences and similarities.
Research questions:1.What is the classification of metaphor in Chinese and English advertisements?
2. What are the features of metaphor in advertisements?
3. 国内外研究现状
Foreign researches
1.American scholar G. Lakoff and M. Johnson published Metaphors We Live By in 1980, and put forward 'the cognitive view of metaphor', and pointed out that 'metaphor' exists widely in our daily life, not only in language, but also in thought and action.
2.Nelson and Hitchon#8217;s (1995) study found that metaphor is more persuasive than the straightforward language in in the title of print ads. Metaphor in the title can be understood and convey the unique attributes of products quickly when consumers are in contact with the advertisement.
4. 计划与进度安排
选题阶段 | 学生:确定选题并提交 | 2022.11.1 | 2022.11.23 |
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指导教师：确认选题 | 2022.11.24 | 2022.11.30 |
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开题阶段 | 学生：撰写、提交、修改开题报告 | 2022.12.1 | 2022.12.31 |
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指导教师：审核开题报告 | 2022.1.1 | 2022.1.18 | ||
初稿阶段 | 学生：撰写、提交论文初稿 | 2022.1.19 | 2022.3.19 | |
指导教师：审阅初稿、中期检查 | 2022.3.20 | 2022.4.20 |
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论文修改阶段 | 学生：反复修改提交论文并提交修改稿、三稿，外文文献翻译稿，指导周记6次 | 2022.4.21 | 2022.5.6 |
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指导教师：审阅论文修改稿、审阅外文文献翻译稿 |
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定稿阶段 | 学生：提交论文定稿版 | 2022.5.7 | 2022.5.10 |
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5. 参考文献
1. Arens, William F. Contemporary Advertising [M]. Boston: Mc Granhill, 2002.
2. Dyer, Gillian. Advertising as Communication [M]. New York: Methuen Ehninger, 1982.
3. Honeck, R.P, Hoffman, R.R. Cognition and Figurative Language [M]. Hillsdale, N.J.: L. Erlbaum Associates, 1980.
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