Firstly, through a review of different opinions on metaphor, this thesis briefly introduces the development of metaphor studies. Also, it shows the present study of the English cosmetic adverting from different aspects, which makes consumers to better understand the features of cosmetic advertisements. In this way, consumers can know more about the metaphor and English cosmetic advertising, which provides a way for the analysis of the metaphor's functions.
Secondly, this thesis explores metaphor and its application in English cosmetic advertising. It is revealed that metaphor offers consumers a way to recognize the products and their characteristics and functions.
Thirdly, this thesis mainly focuses on the functions of metaphor in English cosmetic advertising. Metaphor has four functions in English cosmetic advertising texts. For the cognitive function, metaphor is a bridge that connects the known with the unknown, through which we can realize the unknown. As to the aesthetic function, metaphor plays a role in delivering the information of beauty and elegance to customers. For the intimate function, the use of metaphor could establish a close feeling and shorten the distance between consumers and the products. For the persuasive function, metaphor could help strengthen the power of the language, thus persuading the customers to buy the products.
To sum up, metaphor plays an important role in English cosmetic advertising. The using of metaphor in advertising can not only add the art style of the language, but also bring emotional pleasure to consumers. We have to say, metaphor is so powerful that it can arouse consumer's good imagination and stimulate consumers to buy the products through its unique way of persuasion.