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inly in his typical works Poeticand Rhetoric, are still currently influential .In the work Poetics he gave hisunderstanding about metaphor. “Metaphor is endowing a name on one thing byborrowing a name of another thing. It has four kinds of ways, the first two kinds aretransferences between genus and species, the third kind is from species to the speciesand the fourth kind is based on the analogy.”(Cited in Xie Zhijun 2007: 1). And inanother work Rhetoric he reiterated these four kinds of metaphor. Therefore hethought metaphor is an implicit comparison, which is based on analogy.

Chapter 3 Theoretical Foundation of the Thesis......... 24-46
    3.1 Conceptual Metaphor Theory (CMT) .........24-34
        3.1.1 Definition of CMT......... 24-25
        3.1.2 Main Characteristics of Metaphor......... 25-27
            3.1.2.1 The Nature of Conceptual Metaphor......... 25-26
            3.1.2.2 The Ubiquity of Metaphor .........26
            3.1.2.3 The Systematicity of Metaphor .........26-27
        3.1.3 Four Basic Elements in CMT .........27-29
            3.1.3.1 Source Domain and Target Domain......... 27-28
            3.1.3.2 Image Schema .........28-29
            3.1.3.3 Mapping......... 29
        3.1.4 Categorization of CMT......... 29-34
    3.2 Conceptual Blending Theory (CBT)......... 34-45
    3.3 Summary .........45-46
Chapter 4 Comprehensive Study of English Commercial......... 46-67
    4.1 The Analysis of Monomodal Metaphor in Advertising .........46-57
    4.2 The Analysis of Multimodal Metaphor in Advertising......... 57-65
    4.3 Summary......... 65-67
Chapter 5 Conclusion......... 67-71
    5.1 Summary and findings .........67-68
5.2 Limitations and suggestions for future research.........68-71

Conclusion

After the Conceptual Metaphor Theory was raised by Lakoff and Johnson in1980, the study of metaphor has become a hot issue in academic fields, and numerousstudies on metaphor are conducted. The study of metaphor in advertisements becomesa trend since Charles Forceville’s publication of Pictorial Metaphor in Advertising in1996, and the work of Multimodal Metaphor edited by Charles Forceville andEduardo Urios-Aparisi collected the latest studies of multimodal metaphor fromdifferent angle.This thesis gives an attempt to analyze the momomodal and multimodalmetaphor in advertisements base on a cognition-based research. From the limitationsof the thesis, the suggestions should at least include the following points:Firstly, the understanding of the relative theories should have a further study andmetaphor study in advertisement needs more substantial materials to be tested. It isnot a tentative research but needs enough theoretical foundati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。