概念隐喻视角下的广告语分析
Slogan Analysis from the Perspective of Conceptual Metaphor

莱考夫和约翰逊二人关于隐喻的研究被国内外学者广为接受。优秀的商业广告往往会通过隐喻的使用吸引消费者的焦点。本文结合概念隐喻理论体系内结构隐喻、方位隐喻和实体隐喻三类形式，通过部分知名广告为案例分析广告语中隐喻的应用对产品宣传产生的效果。经过分析得出广告语中隐喻的使用能够使消费者理解产品抽象的概念，增强消费者的购买意愿，从而为品牌创造更多的商业价值。
The research on metaphor by Lakoff and Johnson has been widely accepted by scholars both domestically and internationally. Excellent commercial advertisements often attract consumers’ attention through the use of metaphors. This article combines the three forms of structural metaphor, directional metaphor, and substantive metaphor within the conceptual metaphor theory system, and analyzes the effects of the application of metaphors in advertising language on product promotion through some well-known advertisements as case studies. After analysis, it is concluded that the use of metaphors in advertising language can help consumers understand the abstract concepts of products, enhance their willingness to purchase, and thus create more commercial value for the brand.