Publication details [#12327]

Chen, Xianglan and Fangyan Yu. 2016. Metonymy Mechanism with Business Purpose in Advertising: A Case Study of Automobile Advertising. Foreign Language Research 3 : 71–74. 4 pp.
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Article in journal
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This paper explores the metonymy mechanism in advertising discourse drawing on a combination of the linguistic features and business purpose in it. It is proposed that ad designers, in order to promote the product, tend to choose as source domains the elements that are the most prominent and attractive, and that this process is affected by the relevant business purpose. It does a case study of the automobile advertising discourse by analyzing in detail how the business purpose constrains metonymic mechanisms. The study finds out that in automobile advertising discourse, business purpose plays a role in the derivation of new metonymic meanings in polysemous, homophonic and synonymic expressions.