Abstract

In recent years, researches on the public service advertising have gradually increased from different fields, including advertising and linguistics. However, public service advertising often unavoidably uses metaphor. The research on the metaphorical expression in public service advertising can make the creation of the public service advertising more acceptable. The “conceptual metaphor theory” pointed that metaphor is not only a rhetorical device but a creative thinking ability. Today most metaphor researches are based on the English corpus. 

Therefore the thesis studies the Chinese public service advertising through the conceptual metaphor theory. This thesis mainly contains four parts. The first part includes the background of the theory, the purpose, the significance and the frame of the thesis. The second part is a general view of the public service advertising and the conceptual metaphor, which first introduces the definition、characteristics and functions of the public service advertising and then explains the classification、definition and characteristics of the conceptual metaphor. The third part mainly analyzes the application of different kinds of conceptual metaphor in the public service advertising respectively, the reasons and effects of the metaphor expression. The last part is a brief summary of the thesis and states the limitation and further research of the thesis.

Keywords:  Public Service Advertising; Conceptual Metaphor; Application

Contents

Abstract

摘要

1.Introduction

2.Literature Review

2.1Previous Studies of Public Service Advertising

2.2Public Service Advertising

3.Theoretical Framework

3.1 Definition of Conceptual Metaphor

3.2 Classification of Conceptual Metaphor

3.3 Characteristics of Conceptual Metaphor

4. Metaphor Application in Public Service Advertising

4.1Application of Structural Metaphor

4.2Application of Ontological Metaphor

4.3The application of Orientational Metaphor

5.Conclusion

Work Cited