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[학술대회자료]

  • 학술대회자료

Hu Pan(동서대학교) Jinho Lee(동서대학교)

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Metaphors, as an important way to deliver information and convince the audience, have been used in print advertising extensively. This study researches the concept of metaphors and analyses seven Chinese advertisements in which metaphors are used in public service advertising. The nature of metaphors is to express one thing by using another thing. Using metaphors can put some creative ideas into pictures and make the pictures full of visual impact. Then the target audience will pay more attention to the picture and become impressed. When people look at the advertisements using metaphors, they will definitely look up in their existing knowledge to understand the message which the advertisements are delivering. So this makes the advertisements more attractive and the people would be more easily convinced.

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Abstract
Ⅰ. Introduction
Ⅱ. Research Topic
Ⅲ. Research Methods
Ⅳ. Conclusion
Reference

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