earticle

영어

Metaphors are widely used in advertising, where they have special characteristics and serve to persuade customers to buy products or services being advertised. Metaphors can be seen as a reflection of the culture where they are used. In this paper we look at metaphors from the perspective of Conceptual Metaphor Theory and examine metaphors for beauty that are used in American and Russian fashion magazines for women. In analyzing beauty metaphors, we characterize which source domains each culture uses and explore how these source domains are similar or different. As recognizing the cultural applicability of different concepts based on metaphors is essential for advertising, translation, cultural communication, product placement and other areas, we believe that our study can make some contributions.