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| 跨文化视角下中英化妆品广告中隐喻的差异【英文】 A Cross-cultural Study of the Metaphor Differences of Cosmetic Advertisement Between Chinese and English Abstract With the development of high technology and the increasing of cross-border commodity circulation, advertising plays an indispensable role in this process. At present, people pay more and more attention to their external image and maintenance, so cosmetics advertising is naturally diverse. Many beauty lovers will buy cosmetics according to the meaning of the advertising language when they choose cosmetics. However, when facing cosmetics from different cultures and countries,they may not be able to correctly interpret the metaphorical meaning in the advertisements. Therefore, it is necessary to understand the value difference between Chinese and English culture and to interpret metaphors in cosmetics advertisements. Based on the study of Chinese and English cosmetics advertising language as the object, through cosmetics slogan,in fashion magazines at home and abroad to Hofstede cultural dimensions theory and dynamic theory as the theoretical basis of Confucius, Chinese and western countries reflect differences in cultural values and combination ofgenerality, and comparative analysis research in cosmetics advertising language contains the concept of metaphormethod, found that people in western countries in different cultural background and cultural values, language is different, but they have common use conceptual metaphors have differences. For example, war metaphor "comparing skin care to war" and anthropomorphic metaphor "product is human" are common in Chinese and English cosmetics advertisingslogans, while time metaphor and emotional metaphor are quite different. By comparing metaphors in cosmetics advertisements in China and the United States,this paper finds out the generality and individuality of the application of metaphors. On the one hand, it hopes to put forward suggestions on how to reasonably consume, hoping to be helpful to consumers. On the other hand, it hopes to help the development of the advertising industryand the design of advertising language in Chinese and western countries,avoid cultural conflicts,minimize cultural differences in the design of advertising language, and promote the circulation of products and cultural exchanges. Keywords: Conceptual Metaphor; Cosmetics Advertising; Culture; Metaphor Theory Chapter 1 Introduction 1.Research Background 2.Research Purpose and Significance 3.Layout of the Study 4.Research Method Chapter 2 Literature Review 2.1 Review of Studies on Metaphors in Advertising 2.1.1 Relevant Studies Abroad 2.1.2 Relevant Studies at Home Chapter 3 Theoretical Foundation 1.Definition of Conceptual Metaphor 2.Working Mechanism of Conceptual Metaphor 3.Classification of Conceptual Metaphor Chapter 4 Comparative Study of Intercultural Perspective 1.The relationship between culture and conceptual metaphor 2.Conceptual Metaphor Types in Chinese-English Cosmetics Advertisements 3.Contrastive Analysis of Conceptual Metaphors in Chinese and English Cosmetics Advertisements 4.Difference of Conceptual Metaphor in Chinese and English Advertisements Chapter 5 Advice to Consumers and Advertising Designers Chapter 6 Conclusion References Appendix Acknowledgements |
