The Effects of Conceptual Metaphor in Advertising Discourse between Chinese and Western Cultures

DOI

10.2991/emim-16.2016.59How to use a DOI?

Keywords

Advertising discourse; Conceptual metaphor; Effects; Culture

Abstract

As a mode of cognition, conceptual metaphor builds a cognitive relation between two cognized fields or concepts through the thinking of the cognitive body. Different conceptions are caused by different cultural variations in which Chinese and English conceptual metaphor systems are generated. The paper attempts to make an analysis of conceptual metaphor regarding the effects of advertising discourse hoping to help us better understand cultural factors and origins in different societies to promote the smoother communication between each other.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Dongyan Li
AU  - Qingfeng Guo
PY  - 2016/04
DA  - 2016/04
TI  - The Effects of Conceptual Metaphor in Advertising Discourse between Chinese and Western Cultures
BT  - Proceedings of the 6th International Conference on Electronic, Mechanical, Information and Management Society
PB  - Atlantis Press
SP  - 270
EP  - 273
SN  - 2352-538X
UR  - https://doi.org/10.2991/emim-16.2016.59
DO  - 10.2991/emim-16.2016.59
ID  - Li2016/04
ER  -