The Role of Metonymy in Advertisements

DOI

10.2991/hsmet-17.2017.205How to use a DOI?

Keywords

metonymy; advertisement; ICM;

Abstract

Nowadays, advertisement has undoubtedly been pervasive in our daily life. With the development of modern advertising, metonymy is heavily used in advertising creativity. As a rhetorical device, metonymy makes the advertisement more vivid through words. The theory of metonymy has been exited for years.The function of advertisement is to attract the customers and market the products.The simple word is difficult in moving the customers and making a good impression on customers. While it can enhance the promotional effect by using metonymy in advertisement. The two common ICM used in advertisement are Whole ICM and its parts and parts of an ICM. That category can be divided into more means, such as Things-and-part ICM,Category-and-Property ICM, Constitution ICM. In this paper, I will analyze the application of metonymy in advertisement and provide theoretical support for advertising production.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Chunling Liu
AU  - Jianwen Liu
PY  - 2017/02
DA  - 2017/02
TI  - The Role of Metonymy in Advertisements
BT  - Proceedings of the 2017 International Conference on Humanities Science, Management and Education Technology (HSMET 2017)
PB  - Atlantis Press
SP  - 1111
EP  - 1114
SN  - 2352-5398
UR  - https://doi.org/10.2991/hsmet-17.2017.205
DO  - 10.2991/hsmet-17.2017.205
ID  - Liu2017/02
ER  -