earticle

영어

This paper discusses metaphor in advertisement, based on the theory of interaction by Black, the theory of mapping by Lakoff & Johnson, and the theory of relevance by Sperber & Wilson. The discussion sets out with some actual illustrations of metaphor in advertisement with respect to motivations for using metaphoric expressions in advertisement and application methodology of metaphor and its role in advertisement. The study proves that use of metaphor in advertisement maximizes the advertising effect compared to other alternative ways; moreover, it carries some `force` to persuade the buyers to purchase the product and to evoke for a long time the company`s brand. The later part of the paper concerns the source domain in metaphor and illustrations of the source domain in advertisement. Many scholars have examined the source domain as direct mapping with the target domain; however, I look at it with a different opinion. I suggest that the source domain in metaphor creates the metaphoric predication describing the target domain as an individual system which reformulates that target domain. Accordingly, in turn, I reject the concept of the secondary subject claimed by Black. Further, this paper bears out that the `force` of the source domain in advertisement is the `force` of the advertisement itself.