【化妆品广告语中概念隐喻探究（英语）（论文）】

V页共20页AComparativeStudyofConceptualMetaphorsinEnglishandChineseCosmeticsAdvertisements1IntroductionSincethepublicationofLakoff&Johson'sMetaphorsWeLiveBy(1980),thestudyofmetaphorshasundergoneahistorictransformation.Theypointoutthatmetaphorisnotjustalinguisticrhetoricalphenomenon,butmoreimportantlyisapowerfultoolforcognition.Metaphorsareubiquitous,whichmeansthatmetaphorchangesfromrhetorictocognition.Itcangivenewmeaningtowordsandmaketheadvertisinglanguagemoreinnovativeandattractive.Theuseofmetaphorsincosmeticsadvertisementscanenableconsumerstomorevividlyunderstandthecomplexrelationshipsbetweenvariouselementsincosmeticsadvertising.Ataboard,Aristotle(1954)firstputforwardmetaphor,hethinksmetaphoristousethenameofonethingforanotherthing.LakoffandJohnson(1980)publishedthebookMetaphorsWeLiveby,whichoverturnedpeople’scognitionoftraditionalmetaphors.Theybelievedthat"theessenceofmetaphoristounderstandandexperiencethecurrentthingthroughanotherthing."Sincethen,Manyscholarshavedoneresearchontheuseofmetaphorinadvertisinglanguage.Suchas，Wardand（1990），Leiss,

W.

Kline,

S.

and

Jhally,

S.

（1990），Zaltman，G&Coulter,R．(1995).Theyhavecometotheconclusionthatmetaphorwillhaveaconsiderableimpactonconsumersandpersuadethemtobuyproductsorservices.Later,manyscholarshavestudiedadvertisingfromtheperspectiveofcognition.Forceville(1996)holdsthatconceptualmetaphortheoryisalsoapplicabletononverbalmetaphor.Muller(1998)proposesthat"inordertosucceedininternationalbusiness,advertisersneedtoacquiremoreknowledgeofadvertisingculture."WiththeappearanceofZhaoYanfang's(1995)bookreviewofLakoffJohnson'smetaphoronwhichwelive,manyscholarsbegantostudymetaphor.Firstly,manyscholarshavestudiedmetaphorfromtheperspectiveofcognition,suchasZhaoYanfang(2001),ShuDingfang(2000)andWangYin(2006),sopeoplehaveaclearerunderstandingofmetaphor.Secondly,fromthetheoreticalaspectofmetaphorresearch,QiangYajing(2008),WangWenjuan(2011),ZengXin(2013)summarizedtheuseandfunctionofmetaphorincommercialadvertising.Thirdly,fromtheperspectiveoffunction,XiongNi(2005),DingLiying(2006)andLiDongyan(2009)pointoutthevariousfunctionsofmetaphorinadvertisements;Finally,acontrastivestudyofmetaphorsinadvertisements,ChenLijuan(2013)JinLuyao(2017)foundthattherearesimilaritiesanddifferencesbetweenChineseandEnglishadvertisements.However,therearefewresearchesonAComparativeStudyofConceptualMetaphorsinEnglishandChineseCosmeticsAdvertisements.Therefore,thispaperdiscussesthedifferencesbetweenChineseandEnglishcosmeticsadvertisements.Throughthestudyofthispaper,oneistohelpthestudyofconceptualmetaphorandunderstandthesimilaritiesanddifferencesofconceptualmetaphorinChineseandEnglishcosmeticadvertisements.TheotheristohelpconsumersidentifytherealintentionofcosmeticadvertisementsandconsumerationallybyanalyzingthesimilaritiesanddifferencesoftheuseofconceptualmetaphorinChineseandEnglishcosmeticadvertisements.Thispaperisdividedintosixparts,thefirstpart,mainlyintroducestheresearchbackground,researchsignificance,domesticandforeignresearchreviewandresearchdeficiencies,aswellasthepaperframework.Thesecondchapterintroducesconceptualmetaphoranditsclassification.Thethirdchapterintroducesthedefinitionandcharacteristicsofcosmeticadvertisinglanguage,andtheapplicationofmetaphorincosmeticadvertisinglanguage.ThefourthchaptermakesacomparativeanalysisoftheconceptualmetaphorsinEnglishandChinesecosmeticadvertisements.ThefifthpartexpoundsthesimilaritiesanddifferencesbetweenChineseandEnglishcosmeticadvertisinglanguageandmotivations.Thelastpartistheconclusion.2ConceptualMetaphorTheoryThemaincontentofthispartistoclarifythetheoreticalbasisofthispaper,thatis,theConceptualMetaphorTheory(CMT).TheCMTincludesthemetaphorandmetaphoricalexpression,andtheclassificationofconceptualmetaphor.2.1MetaphorandMetaphoricalExpressionLakoff&Johnson(1980)emphasizethecognitivefunctionofMetaphor:“Metaphorispervasiveineverydaylife,notjustinlanguagebutinthoughtandaction”.Andtheyputforwardtheconceptof"conceptualmetaphor",thatis,thecommonconceptualsystemthatguidesourthinkingandactionisalsometaphoricalinessence.MetaphorintheCMTcontainstwomeanings:Firstly,metaphoristhemappingbetweendifferentfieldsintheconceptualsystem,andthemappingprocessisconceptualmetaphor.Secondly,metaphorcontainsthesystematicmappingbetweenconcepts.Lakoffreferstothevehicleasthesourcedomainandtheontologyasthetargetdomain,andtheinteractionbetweenthetwodomainsisthemapping.Let'stake"TimeIsMoney"asanexample.“Time”iscalledthe“Targetdomain”,“Money”iscalledthe“Sourcedomain”,and“Is”isthe“empiricalbasis”bywhichweunderstandmetaphors.Therelationshipbetweenthetargetdomain,thesourcedomain,andtheempiricalbasisisthatthesourcedomainisbasedontheempiricalbasistobemappedtothetargetdomain.Thatis,theunderstandingoftarget

domainisbasedontheunderstandingofsourcedomain.Throughourexperienceandcognition,somefeaturesofsourcedomainareusedbytarget

domainthroughmapping,sothattarget

domaincanobtainsomefeaturesofsourcedomain.Therefore,thecognitivemodeofmetaphoristhemappingfromthesourcedomaintothetargetdomain.Theprocessofunderstandingmetaphoristotransfertherelevantfeaturesofthesourcedomaintothetargetdomainandunderstandthetargetdomainaccordingly.Metaphorisbasedonsimilarity.(Xuxiaoyi,2015).Thereasonwhyconceptualmetaphorisdifferentfromothermetaphortheoriesisthatithasanewunderstandingoftheessenceofconceptualmetaphor.Theypointoutthat“theessenceofmetaphorisunderstandingandexperiencingonekindofthingintermsofanother”whichistheearliestdefinitionofconceptualmetaphor.Theybelievethatmetaphorisnotonlyalinguisticphenomenon,butalsoawayofthinkingandcognition.（Lakoff&Johnson,1980)2.2ClassificationofConceptualMetaphorBasedontheclassificationviewputforwardbyLakoffandJohnson（1980）,thispaperdividesconceptualmetaphorsintothreecategories:structuralmetaphor,orientationalmetaphorandontologicalmetaphor.2.2.1StructuralMetaphorZhaoYanfangsays:"Structuralmetaphorreferstotheconstructionofanotherconceptwiththestructureofoneconcept,sothatthetwoconceptsareoverlapped,andwordsthattalkaboutvariousaspectsofoneconceptareusedtotalkaboutanotherconcept."(Zhaoyanfan,1995)Forexample,theexample"TimeIsMoney"mentionedaboveisaconceptualmetaphorofthistype.Timeisarelativelyabstractconcept,whichcannotbeunderstoodpurelyintermsoftime.Inourlife,work,call,etc.areallthroughtimecharges,sotimeandmoneyarenaturallyconnectedwitheachother.Inthisway,partofthecognitionof"money"inthesourcedomainismappedonto"time"inthetargetdomain.Wecanfindthattheconceptsinthesourcedomainarefamiliarandconcrete,whiletheconceptsinthetargetdomainareobscureandabstract.Wemapfamiliarandconcreteconceptstoabstractandincomprehensibleconcepts,whicharethebasicexperiencewehaveaccumulatedinourdailylife.2.2.3OntologicalMetaphorHumanexperienceofobjectsprovidesamaterialbasisforustounderstandabstractconceptsasentities.Ifwewanttoexploreandrecognizemoreconcepts,especiallywhenitisabstractanddifficulttounderstand,weneedtouseanotherbasisofunderstandingconcept-entityandsubstance.Ingeneral,ontologicalmetaphormeansthatwecanregardabstractconceptssuchasthoughts,events,emotions,statesandpsychologicalactivitiesasconcreteandtangibleentities.(ZhaoYanfan,1995)Therearethreesubcategoriescanbefoundinontologicalmetaphors.Thatis,entitymetaphor,containermetaphorandpersonification.Entitymetaphorincosmeticsadvertisementsoftencompareallkindofcosmeticstovariousspecificentities,suchasfeather,grainglutenorvelvety-matteandsoforth.Alloftheentitieshaveacommonfeature,thatis,makeconsumersfeelcomfortable.Andsuchkindofcomfortablefeelingsourcesfrompeople’sexperiencetothephysicalworld,usespecificentitiestocomparecosmeticsmakeconsumers’feelingstoabstractcosmeticsbecomemoreeasilyunderstand.Thecontainermetaphorregardsthetargetdomainasacontainer,suchasourvision,earth,state,action,etc.,sothatithasboundariesandcanenterandexit.Suchas"You’reinmyheart”.Thiskindofmetaphorisbasedonhumanbodyexperience.Humanbeingisanentityindependentoftheobjectiveenvironment.Personificationenablesustounderstandtheexperiencesofvariousnon-humanentitiesthroughhumanmotivation,characteristicsandactivities.Thatistosay,wecanunderstandeverythingintheworldaccordingtohumanbeings,andwecanunderstanditbasedonourownmotivation,goals,actionsandcharacteristics.Forexample:"Iflifedeceivesyou,don'tbesad."Inthisexample,"life"isabstract,butherewegivethemlife,whichismorehelpfultounderstand.2.2.3OrientationalMetaphorOrientationalmetaphorreferstotheconstructionofacompletesystemofinterrelatedconcepts.Thiskindofmetaphorisbasedonourphysicalandculturalexperience,anditismostlyrelatedtospatiallocativewords,suchasup-down,inside-outside,front-back,up-down,deep-shallow,central-periphery(Lakoff&Johnson1980).Take"HappyIsUp"asanexample,the"up"heredoesnotrefertothespatialorientation,butapositiveemotionalstateofpeople.Accordingtoourphysicalexperience,whenweareinhighspirits,ourbodiesareusuallystraightandupward.Onthecontrary,peoplenaturallyassociate"down"withnegativeandbademotions.Themostbasicabilityofhumanbeingsistheperceptionofspatialorientation.Therefore,peopleoftenusethisbasicperceptiontounderstandemotionsandexplainmoreabstractsituations.Orientationalmetaphorsarealsoinfluencedbycultureandshowdifferences.Forexample,inourculture,"HighStatusIsUp"isverycommon,whileinthewest,suchmetaphorsarerarelyused.Ourphysicalandculturalexperiencesprovidethebasisfororientationalmetaphor.However,differentcultureshavedifferentchoicesandusesofmetaphors,whichshouldbeunderstoodaccordingtotheculture.3AnOverviewofCosmeticAdvertisingInordertoexpressproductinformationinshortlanguagetotheaudienceandstimulateconsumers'desiretobuy,conceptualmetaphorhasbecomeanimportantmeansofadvertising.Withthecontinuousimprovementofwomen'ssocialstatus,cosmeticsadvertisingisbecomingmoreandmorecolorful,andtheuseofconceptualmetaphorisbecomingmoreandmorewidely.Therefore,thispartbrieflydescribesthedefinitionandfeaturesofcosmeticadvertising,andthefunctionsofmetaphorincosmeticadvertising.3.1DefinitionandFeaturesofCosmeticAdvertisementAdvertisingisakindofactivitytospreadinformation.Itisanon-personalcommunicationofproductinformationbyaspecificadvertiserthroughvariousmediabymeansofpaymentandpersuasion.Thepurposeofadvertisementistoestablishbrandimage,publicizeproductandpersuadecustomerstomakeapurchase.Asanimportantlinkbetweencustomersandgoods,advertisingplaysanimportantrole.Languageisthecoreofadvertising.Theessenceofadvertisinglanguageisnotthesimpledescriptionofthings,buttheinfluenceoflanguageonreaders'thoughts.Thelanguagefeaturesofcosmeticadvertisementsareasfollows：3.1.1BeingConcise,AttractiveandEasytoUnderstandAdvertisementsneedtoattractconsumers'attentioninashortperiodoftime.Therefore,advertisementsmustbeconciseandeasytounderstandinordertotrulycapturepeople’sattentionandallowconsumerstounderstandthepurposeoftheproductinashortperiodoftimeandgenerateadesiretobuy.Affinityisalsoveryimportantforcosmeticadvertisingtargetingwomen.Becausethecordialandplainlanguageisclosertothefemaleaudienceandimpressesthem,withouthavingtospendtimeandenergytryingtofigureoutthemeaning,sothattheycanunderstandtheinformationmorequickly.Forexample,cosmeticsadvertisementsusuallyuseeasy-to-understandwordssuchas“make”“feel”and“bring”,andalsousesomeempatheticwordssuchas“satisfy”and“achieve”thathavepositivemeaningsandconsiderproblemsfromtheotherside'sstandpoint.Althoughthistypeofvocabularyissimple,itcanarouseconsumers'desiretobuyandachievetheeffectofadvertising.3.1.2UsingRhetoricalDevicesInordertoimpressconsumersandarousethedesiretobuy,plainandstraightforwardexpressionsareoftendifficulttoachievethedesiredeffectofadvertisers.Ingeniousrhetoriccanmakestatictextproduceagilebeauty,leaveadeepimpressionontheaudience,sothattheaudiencewillhaveapsychologicalidentityandresonancewiththeadvertisingproductoridea,andfinallyproduceconsumeraction.Therefore,cosmeticadvertisementsoftenusesomerhetoricaldevicessuchasmetaphor,metonymy,andpersonification.Forexample,inaskincarecreamadvertisement,"Nevergothirstyagain!"Theword"thirsty"itselfreferstopeople'sthirsty,andtheimagehereiscleverlyconnectedwiththedrynessofhumanskin.Theimageisvividandclosetolife.Peoplearemoreimpressedbythisskincream.3.1.3CateringtotheAestheticNeedofFemaleConsumers.Firstofall,mostwomenhavethementalityofpursuingeleganceandbeauty.Advertisersoftenusesoftandbeautifulwordsintheadvertisingslogansofwomen'scosmetics,suchasL'Oreal’sslogan"Youdeserveit."Secondly,becausewomenhavetheneedforperceptualbeauty,advertisersoftenappealtoemotionstoimpressthemwith"clean","comfortable"andotherwordsthatarepleasanttothebodyandmind.Successfulfemalecosmeticsadvertisingwilluseindirectapproachbecausetheyknowthatitismoreeffectivethandirectapproach.Finally,withpertinence,differentwomen'sneedsaredifferent,suchasage,musclequalityandpersonalpreferences,etc.,willaffectwomen'stendencytopurchase.Inordertobettercatertothepsychologyoffemaleconsumers,advertisersneedstodesigndifferentadvertisingslogansforthesedifferentneeds.Forexample,itinvolvesacneremoval,hydration,whitening,anti-agingandsoon.3.1.4UsingDataTheexistenceofnumberscanmaketheadvertisingcontentappearobjectiveandaccurate,showingitsrigor,andthecleveruseofdatacanachieveamultipliereffectwithhalftheeffort.Duetothecontinuousaccelerationofpeople'slives,fastandefficienthasbecomethegoalpursuedbymanypeople,sofemaleconsumersalsohopethattheeffectcanbeseenwithinashortperiodoftimeafterusingtheproduct.Therefore,thetermsabouttimelinessandspeedareverycommoninfemalecosmeticsadvertisingslogans.Forexample,theadvertisement"10minutesforskincareand10hoursformakeup"usesthefiguresof"tenminutes"and"tenhours"tohighlighttheskincaretimeisshort,buttheeffectisexcellent,andthemakeupcanbemaintainedforalongtime.Thiscaterstotheneedsoftheaudienceandshowsthepowerfuleffectofthisproduct.3.2TheUseofMetaphorsinCosmeticsAdvertisementsIncosmeticsadvertisements,textualdiscoursesoftenexpresstheeffectsofusingtheproduct.Asimple"good"or"beauty"maynotbeenoughtoimpressconsumers.Itneedstousemetaphorstopromotepotentialconsumersandgenerateresonance.Toachievethepurposeofsellinggoods.Therefore,cosmeticadvertisementsoftenusemetaphoricalexpressionstoenhancetheirpersuasiveness.Ontheonehand,metaphormakesthesloganmorevividandunique.Shortlanguagecannotonlyconveyproductinformation,butalsoattractconsumers'attentionvisuallyoracoustically,andstimulatethedesiretobuy.Ontheotherhand,metaphorisacognitivetoolforhumanbeings.Itmakespeopleunderstandabstractandunfamiliarthingsintermsofconcreteandfamiliarthings.Metaphorscannotonlyhelpconsumersquicklyunderstandtheefficacyandadvantagesoftheproduct,butalsoincreasethesenseofintimacy,ultimatelyachievingthebusinesspurpose.4AComparativeAnalysisofConceptualMetaphorsinEnglishandChineseCosmeticsAdvertisementsInthefollowingpart,thispaperwillmakeacomparativeanalysisofUP-DOWNmetaphor,CONTAINERmetaphor,LIFEmetaphor,andwarmetaphorinChineseandEnglishcosmeticsadvertisements.4.1UPandDOWNMetaphorinChinese-EnglishCosmeticsAdvertisements AccordingtoLakoffandJohnson’sclassicresearchonthemetaphorof"HAPPYISUP;SADISDOWN".Alowpostureisusuallyassociatedwithsadnessanddepression,whileanuprightpostureindicatesapositiveemotionalstate.Orientationalmetaphorsoftenvaryaccordingtoculturaldifferences,mostlybasedonnatureandculturalexperiencetoproducemetaphoricalmeanings.Happy,health,positivestate,thesebeautifulcharacteristics,theyareallup.Therefore,advertisementsusuallyusethistypeofwordstoshowtheadvantagesoftheproduct,implyingthattheproductisgood,thequalityisgood,anditisworthbuying.Forexample:一套紧致滋养，上扬年轻。（欧莱雅）亮白无暇，跃升光彩。（克莱氏）提拉紧致，绽放上扬大眼。（OLAY)纤扬紧致，奢宠修护。（海蓝之谜）Itfeelslikeaflowingsilk,injectionamagicliftuppowertothesurroundingareaofeyes.(ESTEELAUDER)UPandDOWNMetaphorindicatesthat"GOODISUP"and"BADISDOWN".Intheadvertisement,thewords"上扬","跃升""纤扬"and“up”makeconsumersfeelapositivestate,andtheskinisalsoinarisingandbetterstate.Thismakesconsumersfeelgoodandhappytoseepositiveresults.Advertisersusethismetaphortoshowthatpeopleusingthistypeofcosmeticscankeepourskininahealthyandvigorousstate,andletpeoplefeelthepositivesideofcosmetics,sothatconsumerscanbuyproducts.至臻焕颜，补水之巅(科丽蔓)Hyaluronicacid,naturallyfoundinskin,isapowerfulhydratorthatholdsupto1000timesitsweightinwater.（Neutrogena）Blowdryperfectionuptotwiceasfast.(L’Oreal)Chinesecosmeticsadsemphasize"HIGHSTATUSISUP".Chinahasexperiencedahistoryoffeudalsociety,wherepowerissupreme,andeveryonemustobeytherule.Theexample（25）usetheword"之巅",showingthatitisthebestofitskind,indicatingthatitistheproductwiththebestmoisturizingeffect,anditsefficacyisunparalleled.Wordswithhighsocialstatusareabsolutelytrustworthy,moreeffectiveandattractivetoconsumers.Manyadvertisementsarebasedonthiswayofthinking,quotingsomeauthoritativeorwell-knownpeople'scommentsoruse,toshowreadersthepowerfulfunctionsandperfectqualityoftheproduct.Englishcosmeticsadsemphasize"MOREISUP".Westernersdonotvaluepowerverymuch.Theybelievethatsovereigntyrestswiththepeople,andtheypaymoreattentiontopersonalability.Forcosmetics,theypreferthepursuitofrealeffectsandpracticalityofcosmetics,ratherthanconceptualauthority.Accordingtotheexample(26)and(27),byusingthewords"upto1000times""uptotwice",wecanreallyseetheeffectthatcanbeachievedbyusingthem,whichismoreconvincing.Throughtheaboveanalysis,wecanfindthatalthoughthereareUP-DOWNmetaphorsincosmeticadvertisementsinthetwolanguages,theirusageisquitedifferent.Inthemetaphoranalysis,itisfoundthattheChineseUP-DOWNmetaphorusestheconceptof"HIGHSTATUSISUP",whichemphasizesauthority,popularityandevaluationbyothers.However,therearefewsuchexamplesinEnglishcosmeticsadvertisements.Theircosmeticadvertisementsusetheconceptof"MOREISUP",whichemphasizesthepursuitofthetrueeffectandpracticalityofcosmeticsratherthanconceptualauthority.4.2CONTAINERMetaphorinChinese-EnglishCosmeticsAdvertisements Peopleareentitiesthatareindependentofthesurroundingworld,andeachpersonisacontainerinitself,withboundaries,insideandoutside,etc.Peopleprojectthisconcepttootherobjectsotherthanthehumanbody,andeventreatsomeintangibleandabstractevents,behaviors,activities,andstatesasacontainer,sothatthoseabstractconceptscanberegardedasacontainer,andcanbedefined.高保湿，强锁水，深修护（玉泽保湿霜）注入纤连蛋白，重塑肌肤回弹力（HBN面霜）强效补水，长效锁水。（TheOrdinary）渗透保湿，锁水保湿。（悦诗风吟）Thehyaluronicacidformulaboostshydration,thenlocksitin.（Neutrogena）LaneigeWaterBankGelCreamwillactivate,moisturizeandpourwaterintotheskin.（Laneige）Theseexamplesdemonstratethemetaphorof“SkinIsAContainer".Intheseexamples,thetargetdomainishumanskin,andthewords"锁水""注入"补水""渗透"and"locksitin""pourwaterinto"areusedtotreatourskinasacontainer.Humanskinisacontainer,whichcanbedividedintointernalandexternalparts.Theskinneedswaterandnutrition,butitoftenpassesduetotheexternalenvironment.Ifthereisnowaterandnourishmentintheskin,theskinconditionwilldeteriorate.Therefore,cosmeticsneedtoentertheskintoprovidemoistureandnutritiontosolveskinproblems.Thismakestherelationshipbetweenskinandcosmeticsveryclose,andcosmeticsareessential.Peopleneedcosmeticstokeeptheirskinmoisturizedandnutritious,thustheirdesiretomakeapurchasewillbeelicited.4.3LIFEMetaphorinChinese-EnglishCosmeticsAdvertisements Peoplearethemostadvancedclassinthelifesystem,wheretherearepeople,thereislife.LIFEmetaphoroftenappearsinpeople'slanguage.Ingeneral,weregardbreathingcreaturesaslivingcreatures,andcosmeticsdonotbelongtothiscategory.Theconceptof"life"isanexperiencefamiliartoeachofus.Weunderstandcosmeticsthroughthecharacteristicsoflifeinordertomakeabstractconceptsclearerandbetterunderstoodbypeople.TheLIFEmetaphorgiveslifetomakeupproductsandcanawakenthesleepingskin.Itcanbesaidthat“CosmeticsAreOrganisms”.Thesourcedomainisthecharacteristicsoflivingorganism.Thetargetdomainiscosmeticproductsthatcanmaketheskinshineagain.Theapplicationoflifemetaphormakesconsumersfeelakindofsunny,upward,andpositivementaloutlook,therebyinspiringtheirbuyingbehavior.滋养丰盈，唤醒深层活力。（赫莲娜）赋能原生屏障，强健薄弱肌底。（瑷尔博士）柔嫩呵护，鲜活蛋白肌。(达尔肤)强韧肌肤屏障，稳住匿龄肌。（雅顿)Skinisnurtured,revitalized,divinelyevenandradiant.(LANCOME)Theseadvertisementsgivelifetocosmeticsandcanawakensleepingskin.TheuseofLifemetaphorsalsomakescosmeticsadvertisementsmoreflexible.The"滋养""唤醒""赋能""强健""呵护""鲜活""稳住"and"nurtured","revitalized",intheaboveexamplesarecharacteristicsoflivingorganisms.Theseadvertisementscomparecosmeticswithcreatures,whichcanhelptheskinregainitsappearance.Inotherwords,cosmeticswillrefreshtheskin.Wecanseethattheslogangivescosmeticslife,cosmeticscancarefortheskin,givetheskinbrilliance,andlettheskinbecomeormaintainastableandgoodstate.Advertiser’spurposeistomakepeopledeeplyappreciatetheefficacyofcosmetics,toachievethepurposeofattractingpeople.DuetoculturaldifferencesbetweenChinaandtheWest,Westernersarenotafraidoflifeanddeath,andthinkitisthenaturallaw,sotheuseofthismetaphorhasappeared,butitisrelativelyrare.4.4WARMetaphorinChinese-EnglishCosmeticsAdvertisementsInourphysicalandculturalexperience,warisaveryfamiliarconcept.Ifwewanttowinthiswar,weneedtoattackanddefend.Basedontheseexperiences,weusetheconceptofwartounderstandabstractconcepts.Incosmeticsadvertising,weusuallyusethemetaphor"SkinCareisWar".Waristhesourcedomain,andskincareisthetargetdomain.Therefore,themeaningofthesourcedomainisprojectedintothetargetdomain.Skinproblemsbecometheenemyinthewar.Theskinistheobjectofprotectioninthewar.Theproductsintheadvertisementaretheweaponsofbattle.Choosingtherightweaponcanwinthisskincarebattle.IntheChineseandEnglishcosmeticsadvertising,wecanseemanyexamplesoftheuseofWARmetaphors.抵御蓝光，对抗倦容。（PAYOT抗蓝光眼霜）击退暗沉，水嫩亮肤。（悦木之源面霜）外防晒，内美白，美白同时为肌肤撑起一顶巨大的“保护伞”。（香奈儿）胶原“充值”,抗皱紧致（OLAY玉兰油大红瓶）Theabove"抵御","对抗""击退""防护"andarethecharacteristicsofattackanddefendinwar.Accordingtotheabovecosmeticadvertisingexamples,thestructuralmetaphor"SkinCareisWar"isused.Intheseexamples,"war"isusedasthesourcedomain,thetargetdomainis"skincare",andspecificcosmeticsareregardedaswarweaponstohelpprotecttheskinfromdamage.Structuralmetaphoristheunderstandingfromoneconcepttoanother.Therefore,incosmeticsadvertising,theconceptofwarisusedtounderstandtheconceptofskincare,whichmakesabstractandintangibleskincarebecomequitespecificandclear.Throughtheunderstandingofthewartohaveadeeperunderstandingofskincare,peoplewillknowwhatkindofweaponstheyneedtousetofightorresistharm,advertisersalsousethistopromotetheefficacyoftheirskincareproducts,sothatconsumerscanmoreclearlyunderstandtheroleofproducts.Throughexample(22),wecanseethatChinesepeoplearemoreinpursuitofwhitening,sotherearemanywhiteningwordsintheadvertisinglanguage.However,Westernersthinkthatwhitelooksunhealthy,tanismorehealthyandsexy,andtherearefewerwhiteningwordsintheadvertisinglanguage.Therearedifferencesinthechoiceofprototypehere.Thissuperchargedtreatment—nowwith10XConcentratedTechnology—fightsthevisibleimpactoflackofsleep,UV,pollution,evenbluelight.Revealsabright,hydrated,visiblyrevivedlookwithcomprehensivebenefitsforthelookoftheeyearea.(ESTEELAUDER）Onebottletorecoverstronger,younger-lookingskin.（LANCOME）Onandoff-screen,UVESSENTIELdefendsskinagainstUVrays,bluelight,pollutionanddehydration,whilealsomoisturisingandprimingformakeup.（CHANEL）Helpsresistthefirstsignsofaging.Skinfeelsfresh,smooth,soft,hydrated.(ESTEELAUDER）Throughthesefewexamplesentences,wecanseethatmanywordsdescribingwarareused,suchas"fight,recover,defendagainstandresist".Inth