Nowadays, advertisement has undoubtedly been pervasive in our daily life. With the development of modern advertising, metonymy is heavily used in advertising creativity. As a rhetorical device, metonymy makes the advertisement more vivid through words. The theory of metonymy has been exited for years. The function of advertisement is to attract the customers and market the products. The simple word is difficult in moving the customers and making a good impression on customers. While it can enhance the promotional effect by using metonymy in advertisement. The two common ICM used in advertisement are Whole ICM and its parts and parts of an ICM. That category can be divided into more means, such as Things-and-part ICM, Category-and-Property ICM, Constitution ICM. In this paper, I will analyze the application of metonymy in advertisement and provide theoretical support for advertising production.
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