ABSTRACT:This thesis studies commercial advertisements from the angle of interpersonal metaphors. First the author tries to give a brief introduction of the previous studies about interpersonal metaphors and commercial advertisements. Based on the previous studies, this thesis attempts to analyze interpersonal metaphors in commercial advertisements in order to find out interpersonal metaphors’ functions in such texts. The author collects about 50 commercial advertisements from the Internet and 30 pieces of them are analyzed in the thesis. The research shows that metaphors of mood are expressed as follows: statement and command are realized by interrogative mood, statement is realized by imperative mood, and command realized by declarative mood. They play many functions in helping commercial advertisements realize their purposes such as invoking consumers’ curiosity, cultivating intimacy, and providing information. For metaphors of modality, there are two forms: explicit subjective form and explicit objective form. They also pave a way for the realization of commercial advertisements’ purposes as metaphors of mood do by increasing credibility, showing politeness and increasing objectivity. According to the analysis, the author draws a conclusion that interpersonal metaphors help much for the realization of the commercial advertisements’ purposes.
It is hoped that this study may provide some implications for the study of commercial advertisements from the perspective of interpersonal metaphors.
Key words: Interpersonal Metaphors Metaphors of Mood Metaphors of Modality Functions
摘要:本文旨在从人际隐喻的角度分析商业广告，在前人研究的基础上，本文着重分析商业广告里的人际隐喻的功能。在语篇中四种基本的语言功能是指陈述、疑问、命令、提供，而这四种言语功能是分别通过陈述，疑问，祈使语气来实现的。所谓的语气隐喻就是指陈述是通过疑问或祈使语气来实现而不是通过陈述语气来实现，疑问通过陈述语气来实现等等。情态系统表达说话者对事物的判断和评判， 主要由限定性情态动词、 情态副词和谓语的延伸部分来表达。但是还可以由小句来表达情态意义，这种现象就是情态隐喻。
本文从互联网上找到50篇广告，着重分析其中的30篇，从中可以得出语气隐喻和情态隐喻对商业广告目的的实现发挥着重要的作用。比如，语气隐喻在商业广告中的运用可以增加商家与消费者的亲密度，也可以激发消费者的好奇心同时还可以提供有效的信息。本文作者希望通过本文能给读者带来实际的启发。
关键字：人际隐喻 语气隐喻 情态隐喻 功能
