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Based on the theory of the Cooperative Principle, this thesis mainly analyzes and discusses the metaphors in English advertising slogans. In the first part, the author explains the definition and characteristics of slogans and points out that metaphor acts as an important cognitive pattern, from which new senses spring up. The second part comes out with the Cooperative Principle and points out that the metaphor was applied to English advertising slogans by violating the Maxim of Quality. The third part is the main body of this thesis. It emphasizes analysis of metaphors in English advertising slogans with CP. In this part, by combining the CP with a great deal of classical cases, the author deeply explore the functions and application of metaphors, the significance of the CP to metaphors and the effects of metaphors’ flouting the Maxim of Quality in advertising slogans. The last part is the conclusion of this paper, summing up the points covered in the previous chapters and pointing out the research findings of this thesis.
2. On Metaphors in English Advertisement Slogans
2.1 Definition and Characteristics of Slogans
A slogan is a memorable phrase used in political or commercial context as a repetitive expression of an idea or purpose. Slogans vary from the written and the visual, to the chanted and the vulgar. Often their simple, rhetorical nature leaves little room for detail, and as such serve perhaps more as a social expression of unified purpose, rather than a projection for an intended audience (Cuddon, 1998:663).
Marketing slogans are often called taglines in the United States or strap lines in the UK. Europeans use the terms baselines, signatures, claims or pay-offs. Normally, advertising slogans are formed by phrases or sentences used repeatedly in the advertising of a product or service that, through its repetition alone, eventually come to identify the product or service. Essentially, slogans serve one of two basic functions: either to communicate an idea that manufacturers want to be associated with the product or service, such as “The Science of Sound” by TECHNICS stereo equipment, or to retain continuity within an advertising campaign. A famous example of the latter is “Ask the man who owns one”, associated with the PACKARD automobile of the 1930s. This particular slogan has been remembered throughout the years, long past the life of the product, and is often used in other contexts.源.自|751,-论`文'网www.751com.cn
Compared with other headlines, slogans have their own unique characteristics. Slogans, owing to the limitedness of space and time, prefer simple sentences than complex ones. Slogans call for immediate attention in no time. In other words, people in designing slogans comply with “Keep It Sweet and Simple”, referred to as KISS formula. This can be concluded as Briefness, specific to advertising slogans characteristics (Qi Yunfang, 2003:10).
The following are two advertising slogans, and then you will obviously find that the first one is more attractive to you. e.g.:
Winston cigarettes good like a cigarette should.
OR
Winston cigarettes taste exceedingly fine, the way every cigarette manufacturer wishes his cigarettes would taste.
The briefness in structure one helps the reader more easily get the information at the first glance. Many a world-renowned slogan achieves success by briefness, namely:
Enjoy coca-cola. (可口可乐)
Drives wanted. (大众汽车)
Let us make things better. (菲利普电器)
Nothing is impossible. (艾迪达斯)
Just do it. (耐克)
Besides briefness, creativity also counts. In modern times, driven by economic factors, creativity keeps emerging in an increasing number in design of slogans, for the creativity could help to put slogans receptors closer to the real intent hidden in an advertisement (Qi Yunfang, 2003:10). e.g.: