Look at the advertisement above,the top right corner of the advertisement,there are a line“Easy come,easy go” and a image of a shampoo.The words and the image used in the advertisement apparently show us that it is an advertisement of a kind of shampoo and one of its prominent functions is getting rid of dandruff. The lead roles of the advertisement are two young girls aged around 16,which suggests that the target audience of the product is teenagers. The most important part I want to point out in is that the metaphor used in it. As we can see,the two girls’ hair is shaped like a bridge.The advertisement designers compare audience’s hair to a tough and tensile bridge,indicating that using such shampoo can make hair become more tough like a bridge.In this metaphor,the ontology is hair, the metaphorical object is bridge.In brief,thanks to the metaphor used in the advertisement ,advertisement designers manage to show us the prominent functions of the shampoo more vividly. |
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