【正文】 quoted to show that metaphor and other rhetoric can be blend used. The following analysis of the crossdomain relationships, take advertising as example to demonstrate how three different kind of metaphor advertising work. Cooperative Principle approach to MetaphorCooperation has itself been elevated to the status of an independent principle in the works of the late British/American philosopher H. Paul Grice (1975, 1989), whose Cooperative Principle (abbreviated: CP) consists of four pragmatic subprinciples, or ‘maxims’, to wit:The maxim of quantity:1. Make your contribution as informative as required。Written words can be chosen with greater deliberation and thought, and a written argument can be extraordinarily sophisticated, intricate, and lengthy. These attributes of writing are possible because the pace of involvement is controlled by both the writer and the reader.The writer can write and rewrite at great length, a span of time which in some cases can be measured in years.2. Do not make your contribution more informative than required.The maxim of quality:1. Do not say what you believe to be false。s image among the consumer. The Synaesthetic MetaphorSynaesthesia, Greek origin “syn+aesthesia”, “syn” means “together”。 evoke audience to image the whole happening. Likewise, metaphor vehicle usually convey more information than topic. Metaphors are highly economical bring advertisement briefly. Many idioms are use in advertisements. Admen take advantage of the characteristic of the idioms, which have their stability and fixed nature, which greatly shorten the psychological distance between senders (advertisers and manufactures, etc) and receivers (listeners and readers of advertisement). Therefore, substitute for describe the functions of products lengthy. For example:“A Mars a day keeps you work, rest and play” (Ad for chocolate)This advertisement contains two idioms. This sentence structure evoke readers associate “An apple a day keeps the doctor away”。s attention. The above advertisement is a slogan of “Timext” watch. “Timext” = “time + excellent” means time is precisely in watch. It is not difficult to see that this word is coined by bining “time” and “excellent”. The product and its characteristics of this watch and vividly shown, making it name hard to be forgotten. Principle of EuphemismEuphemism e from Greek, “eu” is prefix, means “good。 “France” is the origin place of products. “France” and “word” have implication meaning. France is famous for its romantic, the cosmetics are also known to world. From the beginning reader search for metaphor, find that the paradoxical between topic and vehicle, solve the problem at the end (find implicit meaning). In this process, advertisement produces pleasure in those who experience or appreciate them. 6. Metaphor understanding Metaphor understanding involves both socioculture factors and individual background knowledge. Ad metaphor is partially determined by the expected mastery if cultural knowledge for them contains too much indirectness and implicit meaning. Metaphor understanding involves sociocultural factors As a pervasive phenomenon in our daily life, metaphor is an indisp。 speech”, taking together “good/pleasant speech” or “to speak with good words or in a pleasant manner” Neaman explain: “substituting an inoffensive or pleasant term for a more explicit, offensive one, thereby veneering the truth by using kind word”. (2004:125)When a phrase is used as a euphemism, it often bees a metaphor whose literal meaning is dropped. Euphemisms may be used to hide unpleasant or disturbing ideas, even when the literal term for them is not necessarily offensive. Metaphorical language may make it possible to avoid revealing secret, holy, or sacred names to the uninitiated, or to obscure the identity of the subject of a conversation from potential eavesdroppers. (Net. 7) For example:John Couldn’t Stand the Pressure John whistled and you slammed the door on him. He squeaked and you jiggled his handle. Now in desperation, he is doing Niagara Falls routine. But had you looked into John’s tanks earlier, you could have saved a lot of mopping. His problem is obvious. An outdated corroded ball cock… (Ad for lavatory)John is a mon name of male in America. But if people write “j” substitute the capital letter “J”, it bee “john”, which means lavatory in America slang. It describe lavatory as a person, who is badtemple, like to plain. The whole ad never mention lavatory, admen avoid to direct express. In the substitution of one that may offend or suggest something unpleasant to the listener, use the metaphor to make it less troublesome for the speaker. Principle of AestheticAesthetics is the philosophical notion of beauty, monly known as the study of sensory or sensoriemotional values, sometimes called judgments of sentiment and taste. More broadly, scholars in the field define aesthetics as critical reflection on art, culture and nature. Objects are aesthetically valuable if (1) They possess a special aesthetic property or exhibit a special aesthetic form. (2) They have the capacity to convey meaning or to teach general truths. (3) They have the capacity to produce pleasure in those who experience or appreciate them. (4) They have the capacity to convey values or beliefs central to the cultures or traditions in which they originate, or important to the artists who made them. (5) They have the capacity to help bring about social or political change. (6) They have the capacity to produce certain emotions we value, at least when the emotion is brought about by art rather than by life. (7) They have the capacity to produce special nonemotional experiences, such as a feeling of autonomy of the will or suspension of disbelief. (Net 8)Advertising is also an art, has its own rules of aesthetic. The process of metaphor creating embodies aesthetic that is why people prefer to employ metaphor.