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Web of Proceedings - Francis Academic Press
Web of Proceedings - Francis Academic Press

Metaphor in English Advertisement – Analysis Based on the Conceptual Integration Theory

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DOI: 10.25236/ssah.2017.74


Yang Zhishang

Corresponding Author

Yang Zhishang


Conceptual integration is a general cognitive activity of human beings. The essay discussed relevant mental mechanisms of readers or audiences when understanding puns and intentions of advertisements by use of the conceptual integration theory of cognitive linguisticians like Fauconnier and by integrating network through conceptual integration. The research indicated that the conceptual integration theory can describe and illustrate the understanding process of puns of advertisements in detail. It is a new perspective of study on advertisement puns to understand advertisement puns from the aspect of conceptual integration and it is a significant attempt.


Pun of advertisement, Conceptual integration, Cognitive interpretation.