'讲文明树新风'公益广告中的多模态隐喻认知研究

摘要

The public service advertisements are not meant to make profits, but to arouse people's attention relating to social problems and interests.Multimodal metaphors come into being as the development of language and society, enriching the study of conceptual metaphor.The "civilized behavior" series of public service Advertisement can view abundant pictures and words, being expressed by multimodal metaphors.%公益广告不以盈利为目的,旨在唤起大众对社会问题和切身利益的关注.多模态隐喻的提出,适应了社会发展并且丰富了对概念隐喻的研究."讲文明树新风"系列公益广告以大量图文并茂的形式传达广告诉求,蕴含了大量多模态隐喻的运作和表现形式.