隐喻在英语广告语中的运用探析(2)
The earliest book that mentions metaphor is Epic of Gilgamesh. However, for a long time there has not been a theory that links metaphor and English advertising until the 1890s. With the development of commodity economy, the last decades of the 20th century witnessed a rapid development in the study of metaphor and English advertising. Metaphor was traditionally viewed as a characteristic rhetoric device of language. A new view of metaphor that challenged the powerful traditional view in a coherent and systematic way was first developed by George Lakoff and Mark Johnson who have put forward the well-known Conceptual Metaphor Theory (CMT).
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