The Study Of The Metaphor Of The Public Welfare Advertisement

The development and emergence of public service ads go with the developmentof society. In our country public service ads start later, but its development is rapid,excellent public welfare commercials, in recent years public welfare advertisement ofresearch is increasing, the achievements are very fruitful. The public welfareadvertisement is good for promote public welfare advertisement development,improve social environment. The metaphor of the research is very long, researchpattern is very extensive, including rhetoric, poetics, language philosophy,psychology and so on, but for a long time metaphor research mainly concentrated inrhetoric only category. Until1980, Lakoff and Johoson wrote a book named "oursurvival metaphor",We have updated our knowledge about metaphor, and also hasopened a new chapter of metaphor study. In this paper, the theory of metaphor for ourcountry public service ads for research.This paper is divided into four parts.First part mainly explahe public welfare ADand an overview of metaphor theory, respectively, summarizes the connotation andthe characteristic of public advertising and role, and simply introduces the meaning ofmetaphor theory, and its classification and function mechanism. The second partclassify the public welfare ads which I have collected. According to the metaphortheory of Lakoff and Johnsond the ads can be divided into three categories, each ofthe categories also cab be divided into several small classes. The third part is mainlydiscussing about public welfare of metaphor in the ad features, after analysis foundthat our public welfare metaphors in the ad has the following characteristics: from thestructure level are structure integrity and structure of the characteristics of the twolevels; From the point of the cognitive semantics, the biggest characteristic is tohuman source domain of metaphor majority; From the cultural angle, use metaphorsin the ad culture plays a large role for the spread of Chinese culture. The fourth partmainly analyzes the role of public welfare metaphors in the AD. Metaphor is thefoundation of the cognitive and people thinking, public welfare of metaphor in the ADbasically has the following three aspects role: to promote public welfareadvertisement promotion, improve the culture grade of welfare advertisement,improve public welfare advertisement aesthetic value.