Abstract

Public service advertisement generates and develops with the advance of the society. Research on public service advertisement is of great significance to promote the development of public service advertisement and improve the social environment. This thesis firstly has a general definition about the concepts about public service advertisement and metaphor. And then it makes an analysis of metaphor in the public service advertisement from the cognitive perspective and cultural angle to make up the space of study so that the audiences can set up a new and general thinking from other aspects. Besides, the present study also points out the functions of metaphor in public service advertisement in order to let readers have a further understanding. The thesis tries to provide guidance for the learner of public service advertisement and presents a new angle to study the metaphor.

Key Words: public service advertisement  metaphor  cognition  culture

摘 要

公益广告是随着社会的发展而产生和发展的。研究公益广告，对促进公益广告发展、改善社会环境意义重大。论文先介绍了公益广告和隐喻的概念。然后从认知的角度和文化角度来对隐喻在公益广告中的应用做出分析，弥补了这一研究空白，使读者建立起一新的且全面的认识。此外,本研究还指出隐喻在公益广告中的作用，让读者进一步得了解。论文试图为读者正确认识公益广告提供帮助，也希望能从论文研究的新角度对隐喻的学习提供启示。

关键词：公益广告 隐喻 认知 文化

1 Introduction
With the development of the society and economy, advertisement has played a vital role in the modern world. They can be seen everywhere, including on buses, roads, display screen and other public places. There is no doubt that the advertising language is the soul of successful advertisement. It is easy to find the metaphor applied to the public service advertisement. The two concepts of metaphor and public service advertisements are familiar to us. However, researchers seldom make a comprehensive analysis of metaphor in public service advertisement. The previous research mainly concentrates on the semantics, pragmatics and device, which shows its limitations. This thesis makes an analysis of metaphor in the public service advertisement from the cognitive perspective and cultural angle to make up the space of study so that the audiences can set up a new and general thinking from other aspects.