Abstract The experiential, embodied nature of primary metaphors endows them with a universal flavor of interest to the present-day global advertising needs. Based on the analysis of 500 printed advertisements corresponding to the top ten fast food brands currently in the market, this paper investigates the visual representation and functions of primary metaphors within this advertising genre. In contrast to what has been reported to be the case with resemblance metaphors used in advertising, primary metaphors do not have the product as their source or target domains. The connection between the primary metaphor and the product is established in a specific way, which reveals a close interaction with other cognitive (i.e. hyperbole and metonymy) and pragmatic (i.e. derivation of explicatures) operations. In addition, the paper explores how primary metaphors combine with one another and with other resemblance metaphors. The study of these interplays reveals new patterns of conceptual interaction (i.e. one-target and multiple-target primary metaphor clusters) and opens a window onto the varied functions performed by primary metaphors in the narrative of advertising (i.e. enhancing the conceptual layout of the product, highlighting one aspect of it, motivating, constraining and/or enriching lower-level resemblance metaphors).

中文翻译：

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加大号汉堡，闪亮的比萨饼和上乘的饮料：快餐印刷广告中的主要隐喻和概念互动

摘要主要隐喻的经验性，体现性使它们具有对当今全球广告需求的普遍兴趣。在对500个与当前市场上十大快餐品牌相对应的印刷广告进行分析的基础上，本文研究了该广告类型中主要隐喻的视觉表示和功能。与已经报道的用于广告中的相似性隐喻相反，主要隐喻并不将产品作为其源域或目标域。主要隐喻与产品之间的联系是以特定的方式建立的，它揭示了与其他认知（即夸张和转喻）和语用（即显式推论）操作的紧密交互。此外，本文探讨了主要隐喻如何相互结合以及与其他相似隐喻相结合。对这些相互作用的研究揭示了概念交互的新模式（即，一个目标和多个目标的主要隐喻簇），并打开了广告叙事中主要隐喻执行的各种功能的窗口（即增强了产品的概念布局） ，突出显示它的一个方面，激励，限制和/或丰富下层相似性隐喻）。