Abstract

With the development of economic globalization, trade between countries has become increasingly close. The foreign cosmetics accounted for half of the domestic market. In order to standing out from numerous brands, it is necessary to using innovative advertisement to promote its products. This thesis is based on the perspective of metaphor to highlights the unique role of metaphor in the analysis of English cosmetic advertisements, 

Metaphor is not only a cognitive approach, but also a way of thinking. It creates a whole new way of thinking for people to understand the world. Therefore, this thesis explores the use of metaphor in English cosmetic advertisement which is of great significance to the promotion of domestic and international trade. At the same time, metaphor as a way of thinking, it may be conducive to promoting the cultural exchange after understanding the relationship between metaphor and cosmetic advertisement.

Key words: metaphor; cosmetic advertisement; economic development; culture

Contents

Abstract

中文摘要

1 Introduction-1

2 Literature Review-2

3 An Overview of Metaphor-4

3.1 The Definition of Metaphor-4

3.2 The Classifications of Metaphor-5

3.3 Major Features of Metaphor-6

4 The Metaphor in English Cosmetic Advertisement-6

4.1 The Functions of Metaphor in English Cosmetic Advertisement-7

4.1.1 Rhetorical Function-7

4.1.2 Aesthetic Function-8

 4.1.3 Innovative Function-9

4.2 The Use of Metaphor in Cosmetic Advertisement-10

4.2.1 Emotional Metaphor-10

4.2.2 Anthropomorphic Metaphor-12

4.2.3 Exaggerated Metaphor-12

4.3 The Suggestions for Metaphor Application in Cosmetic Advertisement-14

4.3.1 Individual Difference-14

4.3.2 Cultural Difference-14

5 Conclusion-16

References-19