| Abstract |
| As an inclusive concept of metaphor in rhetorics, figures of speech have recently begun to draw great attention from many cognitive scientists. Some cognitive scientists found the correlation between children`s acquisition and use of words and its influence on their brains. The more words the children can acquire when young, the more chemical reaction their brains will have. As the number of the circuits increases, their functions are likely to be more developed. Thus, it is shown that figurative languages are in close relationship with human conceptual system. If the figurative languages in advertisements are used in this sense, the consumers of advertisements tend to prefer the figurative languages. It has been much studied that of the figurative languages on advertisements, metaphoric slogans of products attract remarkably higher name-recognition and re-perception rates than their non-metaphoric counterparts. Moreover, metaphoric advertising expressions have imprinting effects on the advantages for new products on the consumers` memory. Just as when the consumers succeed in understanding the rhetorical expressions the consumer preference of the advertisement increases, so when new products are metaphorically advertised the correct understanding of the rhetorical use as well strikingly creative ideas should be carefully supported. This study suggests that if different ways of expressing rhetorical languages are further explored in the future, there are many possibilities of even more excellent visual ideas. |
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| Key Words |
| 은유, 광고, 매개, 유추, Metaphor, Advertising, intermediation, Analogy |
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