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1.2 Significance of Present Research
The significance of the present study mainly lies in that, firstly, this study makesa clear boundary in metaphor advertisements---monomodal and multimodal metaphoradvertisements. To some extent, so far it is a comprehensive study of metaphor inadvertisements. It is expected that the result of the research will have a good effect onthe advertisement design. Secondly, since the author explains the cognitive andpsychological process of consumers’ understanding in advertisement, it inspires theadvertisers to produce more effective metaphorical advertisements, thus moresuccessful advertisements. This thesis is especially useful for people devoted toadvertising and mass media, and people having great interest in metaphor study.

1.3 Some Concepts about Advertisement Category in This Thesis
In the above statement, obviously the categorization of metaphor in this thesis isdifferent from ever studies. The reason is that the author wants to give acomprehensive study of advertisement in terms of metaphor. Metaphoricalexpressions have been most exclusively studied in the verbal mode, which is at thesurface -level of linguistic expressions. And some researches are mainly studies aboutvisual or pictorial metaphor. These studies are ascribed to monomodal metaphor, which means metaphors whose target and source are exclusively or predominatelyrendered in one mode. Obviously, the multimodal metaphor is a cognitive processwhose target and source domain are exclusively or predominately in different modes.Here the qualification “predominately or exclusively” are emphasized becausenon-verbal metaphors often have targets or /and sources that are cued in more thanone code simultaneously. Sometimes, it is a little difficult to distinguish betweenpictorial and verbal—pictorial metaphor. And verbal—pictorial metaphor is themultimodal metaphor we primary discuss in this thesis.

Chapter 2 literature review

Metaphor traditionally treated as a device of poetic imagination and figurativeusage, in other words, an extraordinary rather than ordinary language phenomenon,now has become the central issue among different academic fields, such as philosophy,psychology, semiotics and linguistics and so on. Here this thesis focuses onmetaphorical meaning construction in commercial adverting. In order to make thelatter study move smoothly, this chapter will give a literature review of metaphordevelopment, advertising study, as well as the present situation of metaphor study inadvertising.

2.1 An Overview on Metaphor Study
In the west, the study of metaphor is put forward as a rhetorical terminology, andthe study of metaphor has lasted from Aristotle’s time to the present. Generallyspeaking, there are three periods about the study of metaphor in the west, which arethe first period is from Aristotle to 1930s, the second period is from 1930s to 1970s,and the third period is from 1970s to the present.In the first period, Aristotle is the representative. Aristotle is the first person whomade systematic statement on metaphor, and Ortony ever said nearly all the earlystudy of metaphor can be traced back to Aristotle’s work. Aristotle took great interestin the study of metaphor and language relationship, especially the study of metaphorin communication. His discussion of these issues, ma本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。