廖 芸
（甘肃政法学院人文学院，甘肃兰州730070）
摘 要：作为语言学界的一个重要研究领域，国内外学者都对隐喻的研究给予了极大的关注。Steen从蓄意隐喻的角度重新审视概念隐喻的分类及其功能，梳理了蓄意隐喻的发展阶段及现状，并以公司品牌推广过程中隐喻的使用为例，从语言、概念、交际三个维度分析了蓄意隐喻。通过五步分析法研究有关公司品牌推广的商务语篇，阐述了蓄意隐喻的生成及接收过程。Steen 对公司品牌推广中所使用的隐喻进行了重新归纳分类，有助于我们进一步加深对语言及思维的理解，最终实现其交际功能。
关键词：蓄意隐喻；三个维度；五步分析法；公司品牌推广；述评
*基金项目：本文系甘肃政法学院2015年度校青年项目：商务英语认知隐喻翻译研究及应用（项目编号：GZFXQNLW017）的研究成果。
作者简介：廖芸，甘肃政法学院人文学院副教授，研究方向：商务英语与语言学(www.xing528.com)
Review on Corporate Brand Promotion Metaphor Based on Deliberate Metaphor Theory
LIAO Yun
(School of Humanities of Gansu Institute of Political Science and Law, Lanzhou, Gansu 730070, China)
Abstract: As an important research field in linguistics, scholars at home and abroad have paid great attention to the study of metaphor. Steen re-examines the classification and functions of conceptual metaphor from the perspective of deliberate metaphor, combs the development stages and status quo of it, and takes the use of metaphor in the process of brand promotion as an example to analyze deliberate metaphor from three dimensions, i.e. language, concept and communication. This paper studies corporate brand promotion metaphors in the business discourse through five-step analysis, and elaborates the process of generation and reception of deliberate metaphor. Steen's reclassification of metaphors used in company brand promotion will further deepen the understanding of language and thinking, and ultimately realize its communicative function.
Key words: deliberate metaphor; three dimensions; five-step analysis; brand promotion; review
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