Proceedings of the 6th International Conference on Electronic, Mechanical, Information and Management Society

The Effects of Conceptual Metaphor in Advertising Discourse between Chinese and Western Cultures

Authors
Dongyan Li, Qingfeng Guo
Corresponding Author
Dongyan Li
Available Online April 2016.
DOI
https://doi.org/10.2991/emim-16.2016.59How to use a DOI?
Keywords
Advertising discourse; Conceptual metaphor; Effects; Culture
Abstract
As a mode of cognition, conceptual metaphor builds a cognitive relation between two cognized fields or concepts through the thinking of the cognitive body. Different conceptions are caused by different cultural variations in which Chinese and English conceptual metaphor systems are generated. The paper attempts to make an analysis of conceptual metaphor regarding the effects of advertising discourse hoping to help us better understand cultural factors and origins in different societies to promote the smoother communication between each other.
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This is an open access article distributed under the CC BY-NC license.

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Proceedings
6th International Conference on Electronic, Mechanical, Information and Management Society
Part of series
Advances in Computer Science Research
Publication Date
April 2016
ISBN
978-94-6252-176-6
ISSN
2352-538X
DOI
https://doi.org/10.2991/emim-16.2016.59How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Dongyan Li
AU  - Qingfeng Guo
PY  - 2016/04
DA  - 2016/04
TI  - The Effects of Conceptual Metaphor in Advertising Discourse between Chinese and Western Cultures
BT  - 6th International Conference on Electronic, Mechanical, Information and Management Society
PB  - Atlantis Press
SP  - 270
EP  - 273
SN  - 2352-538X
UR  - https://doi.org/10.2991/emim-16.2016.59
DO  - https://doi.org/10.2991/emim-16.2016.59
ID  - Li2016/04
ER  -