2。1 Conceptual Metaphor Theory

The paper is set in the theoretical framework of Conceptual Metaphor Theory, developed by researchers within the field of Cognitive Linguistics, whose originators (Lakoff & Johnson 1980) and proponents (Kövecses 2002, Semino 2008, etc。) claim that metaphor operates not only at the level of language, as previously held in more traditional approaches to metaphor, but also at the level of thinking。 

Classic Metaphor Theory hold that the metaphor is just only a way of rhetoric and it is a kind of implicit comparison, which exists only when the 2 compared targets have some characteristics in common。 It always emerges in the form like A is B and mainly exists in literature。 In Conceptual Metaphor Theory, Lakoff criticize the classic theory and express his disapproval of the theory by pointing out that the metaphor is ubiquitous, it is not only exists in the literature but also in daily conversation and the way of thinking and behaving。 In Lakoff’s opinion the metaphor is thinking process rather than linguistic express。 For example, in daily expression of love: We are at the crossroad; Our relationship is off the tracks。 The two expressions are considered to be metaphors because they describe love by using something about the trip。文献综述

More precisely, metaphor is a fundamental conceptual instrument whereby the structure of the more substantial and literal source conceptual domain partially maps onto the less structured, more abstract and less easily understandable target conceptual domain。 These mappings (or a set of systematic correspondences) between the source and the target area let us reason about abstract target area in terms of the (usually) real source area。 

According to Conceptual Metaphor theorists, conceptual metaphors are lexicalized through linguistic metaphors (more commonly called metaphorical expressions), which are their surface, linguistic realizations。

Lakoff & Johnson (1980) suggest that the conceptual framework is metaphorically structured and “the essence of metaphor is understanding and experiencing one kind of thing in terms of another”。 However, the mappings between the two domains are limited, highlighting certain aspects of the target, which makes metaphor one of the main instruments of persuasive discourse such as advertising, as they serve the purpose of avoiding making explicit statements。

As they are flooded by several competing products, copywriters are facing one of the main challenges: how to organize a persuasive advertising text that will attract the attention of a reluctant audience remarkably directly by fully using “the resources of language and inviting creative and subtle readings from their users” (Goddard 1998)。 Metaphor allows the advertiser to highlight the aspects of the target area which suit his/her intentions, while at the same time, it downplays those aspects of a concept which the advertiser deems as unnecessary, unwelcome or unwanted。 In other, “culinary” words, as Tanaka (1994) argues, engaging in covert communication enabled through the use of metaphors, “if and when it works, allows the advertiser to have his cake and eat it。” Semino (2008) points out that metaphors perform two main functions in advertisements: they, firstly, “can be used as attention-grabbing devices, especially when they are relatively novel and salient”, and secondly, “they can be used in order to present what is being advertised in terms of other entities that have the characteristics which the advertisers want us to associate with the product”。来*自-优=尔,论:文+网www.chuibin.com

In line with the most significant cognitive linguistics concept of embodiment and being the primary activities of the human body, food and eating are one of the main sources of metaphor in English。 It is, therefore, the aim in the paper to determine which food-related metaphors in English are used in promotional writing, which advertises culinary tourist destinations。