蔡翔
浙江经贸职业技术学院跨境电子商务专业带头人
浙江省高等教育学会外语专委会副会长
首批浙江省电子商务促进会专家
获得“浙江省高等教育教学成果奖”二等奖
“十二五” “十三五”职业教育国家规划教材主编

本书从语用学关联理论视角分析了广告中存在的隐喻，并辅以实证案例阐述了广告如何利用言辞或图片形式的隐喻作为明示刺激，吸引受众的注意并帮助他们获取广告意图与信息，达到最佳效果的关联认知，实现认知层面的明示推理交流。本书也解释了广告被人铭记的原因——在寻求隐喻所传达的会话含义的过程中，认知关联持续引发受众对此的关注，让广告更让人印象深刻。

Chapter One Metaphor and Advertising
1.1 Metaphor
1.1.1 The Rhetorical Study of Metaphor
1.1.2 The Semantic Study of Metaphor
1.1.3 The Cognitive Study of Metaphor
1.1.4 The Pragmatic Study of Metaphor
1.2 Advertising
1.2.1 The Definition of Advertising
1.2.2 The Classification of Advertising
1.2.3 The Language of Advertising
1.3 Summary
Chapter Two Relevance Theory
2.1 Relevance and Cognition
2.2 Communication and Relevance
2.2.1 Code, Inference and Communication
2.2.2 Ostensive-Inferential Communication
2.3 Implicatures
2.4 Summary
Chapter Three A Relevance-Theoretic Account of Metaphor
3.1 Descriptive and Interpretive Use of Language
3.2 Metaphor as a Kind of Loose Talk
3.3 Metaphor as a Device to Trigger Weak Implicatures
3.4 Summary
Chapter Four Relevance and Metaphor in Advertising
4.1 Reasons for the Application of Metaphor in Advertising
4.2 Ostensive-Inferential Communication and Advertising
4.3 Metaphor as an Ostensive Stimulus
4.3.1 Verbal Metaphors in Advertising
4.3.2 Pictorial Metaphors in Advertising
4.4 Summary
Chapter Five Conclusion
Bibliography