Contents

Acknowledgements

Abstract

摘要

Chapter One Introduction-1

1.1 Definition of Public Service Advertisements-1

1.2 Reasons for the Study-1

1.3 Significance of the Study-1

1.4 Layout of the Thesis-2

Chapter Two Literature Review-3

2.1 Linguistic and Semiotic Perspective-3

2.2 Social and Psychological Perspective-3

2.3 Functional Perspective-3

Chapter Three Theoretical Framework-5

3.1 Definition of Multimodal Metaphor-5

3.2 Conceptual Metaphor and Multimodal Metaphor-5

3.3 Classification of Multimodal Metaphor-5

Chapter Four Multimodal Metaphors in Print Public Service Advertisements-7

4.1 Environmental Protection-7

4.1.1 EARTH IS ICE CREAM-7

4.1.2 POP CAN IS OZONE HOLE-8

4.2 Health-9

4.2.1 CIGRETTE IS BOMB-9

4.2.2 CIGRETTE IS BULLET-10

4.3 Family Violence-12

4.3.1 BROKEN LEG IS BROKEN HEART-12

4.3.2 CUP IS FAMILY-13

Chapter Five Conclusion-15

5.1 Major Findings of the Study-15

5.2 Limitations and Suggestions for Further Research-15

References-16

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