3.1.3借喻
Metonymy
借喻是用与本体有密切关系的事物来替换本体的修辞手法,既把事物换个说法.借喻文字经济,寓意深刻,不仅诉诸联想,营造意象,尚能避免重复,协调音律,使文字具婉曲色彩.
Metonymy is a figure of speech that has to do with the substitution of the name of one thing for that of another.This substituted name may be an attribute of that other thing or be closely associated with it.In other words,it involves a “change of name,”.Metonymy use few words to express implied meaning.It not only creates association and imagin,but orders the rymthm and avoids the repetition making the language colourful as well.
(5)I'd move mountains for her,but today I'll start with one extraordinary stone.(De Beers)(我愿为她搬掉大山,但今天我却要从一块特殊的石头开始.—德比尔斯)
这里德比尔斯钻石广告,广告语中运用借喻手法,并不直接说出要说的事物diamond,而是借用了stone来代替,mountain和stone形成强烈的大小对比,印象深刻.
This is the advertisment of De Beers diamond.It applys the device of Metonymy which not express the diamond itself,but use the stone to instead.The comparison between mountain and stone is strong and impressive.
(6)Nobody fits your body…or the way you live…better than Lee.（再也没有比李氏休闲骑手牛仔更合身,更适合你生活方式的牛仔了.）
广告中常用专有名词代替普通名词,既用制造商名称代替产品或用品牌名称代替产品.例（5）中Lee是牛仔服装的品牌,在此代替该品牌的产品,表达直接、简洁.
The use of common noun to replace the special one can always be seen in advertising.It means using the manufacturer's name to replace the actual product or using the brand name to do it.LEE in the example (5) (这里应该是（6）吧） is used to take the place of the products of this brand.The expression is direct and simple.