Conceptual Metaphor Research On Public Service Advertising Texts

This article try to the perspective of cognitive linguistics, in the framework of conceptual metaphor theory, using the methods of qualitative analysis, with the media and the public service ads in newspaper text, and analyzing the metaphor in language expression from ontological metaphor, structural metaphor, orientation of these three categories, according to the conceptual metaphor theory. This article also tries to analyze some metaphor types in public service ads that with characteristic of Chinese culture. Through the study of conceptual metaphors in the public service ads, which can make the public service ads give full play to its role including persuasion and warning. At the same time, metaphor can guide the readers understanding of public service ads and the author’s creation for the creation of the public service ads in order to get twice result with half the effort; Additionally, using public service ads as carriers, we can study the application of conceptual metaphor in our daily life through the use of daily cases of public service ads., which can not only provide new train of thought for the research on cognitive linguistics and the new view-angle, can also be filled with public ads linguistics research, that has important theoretical and realistic significance.