A Study on Rhetorical Expressions in Japanese Advertising Language

This paper analyzes the use of metaphor and metonymy in Japanese advertising language. These rhetorical devices enhance emotional appeal, capture consumer attention, and convey product value indirectly through imagery and association. Metonymy expresses benefits via related elements like body parts or sensations, while metaphors connect products to nature or emotion, evoking rich sensory experiences. The study examines examples across categories such as beauty, health, and lifestyle, showing how these expressions align with Japanese cultural values of subtlety and suggestion. It concludes that metaphorical language in advertising not only informs but also emotionally resonates with consumers, making products more memorable and desirable.