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英语商业广告中的概念隐喻研究的开题报告.docx

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英语商业广告中的概念隐喻研究的开题报告 Title:AStudyofConceptualMetaphorsinEnglishBusinessAdvertising Introduction Inmodernsociety,advertisingisusedasapowerfultooltopromoteandpersuadeconsumerstopurchaseproductsorservices.Languageisoneofthemostcrucialaspectsofadvertising,asitcaninfluencepeopletomakedecisionsbasedontheiremotions,perceptions,andbeliefs.ConceptualmetaphorisalinguisticdevicethatiswidelyusedinEnglishbusinessadvertisingtohelpconsumerstounderstandthevaluepropositionofaproductorservice.ThisstudyaimstoinvestigatetheuseofconceptualmetaphorsinEnglishbusinessadvertisingwiththeultimategoalofenhancingtheeffectivenessofadvertisingmessages. ResearchObjective ThepurposeofthisstudyistoexaminetheuseofconceptualmetaphorsinEnglishbusinessadvertisingbyanalyzingacorpusofadsfromvarioussources.Theresearchaimsatachievingthefollowingobjectives: 1.ToexaminethedifferenttypesofconceptualmetaphorsusedinEnglishbusinessadvertising. 2.Toidentifythetargetaudienceandtheproductsorservicesadvertisedintheselectedads. 3.ToanalyzetheeffectivenessofconceptualmetaphorsinEnglishbusinessadvertising. 4.ToproposerecommendationsforfutureresearchonconceptualmetaphorsinEnglishbusinessadvertising. LiteratureReview Conceptualmetaphorisadevicethatusesafamiliarconceptorimagetoexplainanunfamiliarorcomplexconcept.Metaphorscanbeusedinvariouscontextssuchaspolitics,medicine,literature,andadvertising.AccordingtoLakoffandJohnson(1980),metaphorsarepervasiveinoureverydaythinking,andtheyshapeourperceptionsoftheworldaroundus.Inthecontextofadvertising,conceptualmetaphorsareusedtocreateavividandcompellingpictureinthemindsofconsumers,whichcaninfluencetheirpurchasingdecisions. TherearevarioustypesofconceptualmetaphorsusedinEnglishbusinessadvertising.Onepopulartypeisthecontainermetaphor,whereproductsaredepictedascontainersthatholdsomethingvaluable,suchasnutrients,energy,orhappiness.Anotherpopulartypeisthejourneymetaphor,whereproductsaredepictedasvehiclesthatcantakeconsumersonajourneytoadesireddestination,suchassuccess,health,orbeauty.Theu