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结构隐喻在白酒广告语中的应用是最较频繁的。结构隐喻是概念隐喻的一种类型,将其用于白酒广告语中,不仅能够带给受众者舒适新奇的体验,使受众者易于接受,同时也使广告取得最佳效果。本文基于如今出现的大多白酒广告,试图从结构隐喻角度解读情感类隐喻及抽象概念类隐喻的白酒广告语,探析结构隐喻在广告中运用得以实现的原因及认知意义。
Structural metaphor in liquor advertising language is the most frequently used. Structural metaphor is a type of conceptual metaphor, which can be used not only in the advertisements of Liquor, but also in the comfortable and novel experience of the audience, making the audience easy to accept, and at the same time, making the advertisement get the best result. Based on the most of the liquor advertisements appearing nowadays, this article attempts to interpret the liquor advertisements of the metaphors of the emotional metaphors and the abstract concepts from the perspective of structural metaphors and explore the causes and the cognitive meanings of the structural metaphors used in advertisements.