英语平面公益广告的多模态隐喻研究_英语论文

Multimodal Metaphors in English Print Public Service Advertisements 

摘要

目前对平面公益广告的研究大多是从符号学、社会学、心理学和功能等角度，从认知语言学的角度分析不多。本论文以Lakoff & Johnson提出的概念隐喻和Forceville的多模态隐喻为理论框架，分析平面公益广告是如何通过图像和文字的互动方式来传达广告的诉求。

研究表明，公益广告主要分为三类，环保类公益广告、健康类公益广告和家庭暴力公益广告。环保类公益广告主要以地球变暖和臭氧空洞为例实现单域隐喻；健康类以禁烟为例实现双域隐喻；家庭暴力类通过图像和文字结合传达隐喻意义。

本论文不仅为平面公益广告的研究提供新的视角，还帮助读者更好地解读平面公益广告，从而进一步发挥公益广告的劝说作用，规范大众的行为，推动社会的进步与发展。

关键词: 平面公益广告；概念隐喻；多模态隐喻

Abstract

This thesis focuses on multimodal metaphors in print public service advertisements (PSAs). In recent years, many scholars both at home and abroad have done researches on PSAs from the perspectives of semiotics, sociology, psychology and function. However, few scholars conduct studies from the angle of cognitive linguistics. This thesis analyzes the interaction of print texts and visual image from the perspective of conceptual metaphor and multimodal metaphor.

It is found that PSAs are classified into three categories—environmental protection, health public service advertisements and family violence. Environmental protection takes global warming and ozone hole for example to convey metaphorical meanings. Health adopts anti-smoking advertisements to convey metaphorical meanings. Family violence combines print texts and visual image.

This thesis provides a new angle for the study of PSAs. what’s more, it contributes to helping people make a better understanding of a successful advertisement and has a positive impact on people’s awareness and behaviors.

Keywords: print public service advertisements  conceptual metaphor  multimodal metaphor