CAJ | 학술논문

系统功能语法认为,隐喻是意义表达的变异,不仅局限于词汇层,也常出现在语法层。随着跨文化交流的进一步扩展,广告作为一个大众文化传播手段深入社会生活的各个方面。着重对广告英语中的隐喻进行探讨,阐明了英文国家的文化对广告英语中隐喻的影响,并从风俗习惯、历史背景、思维方式与价值观及民族宗教等四个方面进行了细致分析,以具体实例说明了广告英语隐喻的鲜明文化性。
계통공능어법인위,은유시의의표체적변이,불부국한우사회층,야상출현재어법층。수착과문화교류적진일보확전,엄고작위일개대음문화전파수단심입사회생활적각개방면。착중대엄고영어중적은유진행탐토,천명료영문국가적문화대엄고영어중은유적영향,병종풍속습관、역사배경、사유방식여개치관급민족종교등사개방면진행료세치분석,이구체실례설명료엄고영어은유적선명문화성。
Systemic Functional grammar states that metaphor is a variation of meaning expression.It is not only used in lexis layer,but also in syntax layer.As the further developing of Cross-cultural Communication,advertising that being a mass culture communicating means is tightly connected with every aspect of social life.This paper mainly discuss on metaphor in advertising English,elucidate the English-speaking countries' cultural influences on metaphor used in advertising English,and make detailed analysis on custom,historical background,thinking pattern versus values and ethnic religious.It also illustrates the evident culture features of metaphor with specific examples in advertising English.