There are varieties of metaphors used in Nestlé's product advertising language.Guided by the Conceptual Metaphor Theory,the metaphors in Nestlé's product commercials are analyzed.It is found that three types of metaphors,that is,structural metaphor,ontological metaphor and orientation meta-phor,are involved in Nestlé's product advertising language.At the same time,248 pieces of Nestlé's ad-vertisements are classified on the basis of product varieties,and 42 of them are further subdivided accord-ing to the types of metaphors.It is concluded that the application of metaphors in Nestlé's product adver-tising language helps consumers understand the information in commercials by building the connection be-tween consumers and products,so as to stimulate consumers'purchase desire and achieve a better effect of marketing circulation.
关键词
雀巢产品广告语/概念隐喻/隐喻类型
Key words
Nestlé's product advertising language/conceptual metaphor theory/types of metaphors
维普
万方数据