A Study Of Multimodal Metaphors In Anti-smoking Public Service Advertisements

The development of Internet accelerates the change of people’s way of thinking and expression,and the way of information transmission is more and more diversified.It is not only the communication of language symbols,but also the information transmission through the interaction of symbols such as words and images.Therefore,multimodal discourse has gradually attracted people’s attention.As a kind of public service advertisement,anti-smoking advertisement is an effective way to popularize the harm of smoking and persuade people to stay away from cigarettes.It plays an indispensable role in people’s daily life.Aiming at the anti-smoking public service advertisement,this thesis analyzes the language symbols such as words,images and sounds,and summarizes the representation and persuasion function of multimodal metaphor in the anti-smoking public service advertisement.This thesis,is based on conceptual metaphor theory and multimodal metaphor theory,mainly uses the qualitative analysis method to study anti-smoking public service advertisement.These advertisements are all from the Internet,and the collection scope is concentrated on: The Chinese advertising website(http://www.chinaadren.com/);the website of Chinese Advertisement(http://www.chinaadren.com/);the website of Public Service Advertisement(http://www.gongyigg.cn/);the website of Baidu(http://www.baidu.com/);the website of Google(http://www.google.com/);the website of Youku(http://www.youku.com/);the website of Tudou(http://www.tudou.com/);the website of IQIYI(http://www.iqiyi.com/);the website of Bi Li Bi Li(http://www.bilibili.com/)and the website of You Tube(http://www.youtube.com/).A total of 165 anti-smoking public service advertisements with multimodal metaphors were collected,including 133 graphic multimodal metaphors and 32 video multimodal metaphors.The collected advertisements are very suitable for the purpose of analyzing multimodal metaphor.There are three main research problems in this thesis: First,what are the main types of representation of multimodal metaphor in anti-smoking advertising? How to distinguish different types of multimodal metaphors in anti-smoking public service advertisements? The second one is what are the factors that affect the recognition of multimodal metaphor in anti-smoking public service advertisements? Third,how does multimodal metaphor realize its persuasive function?In order to discuss the performance of multimodal metaphors in anti-smoking public service advertisements and analyze the collected advertisements,this thesis divides graphic advertisements into six types and video advertisements into five types.The thesis also discusses the persuasion function of multimodal metaphor in the anti-smoking advertisements from the cognitive persuasion function and emotion persuasion function.The research results show that: First of all,in the graphic anti-smoking public service advertisements: Disaster metaphor(30.5%)and tool metaphor(21.8%)are the most common forms of metaphor expression,followed by body metaphor(15.8%)and health metaphor(13.1%),and finally life metaphor(10.3 %)and emotion metaphors(8.5%).In the video anti-smoking public service advertisements,weapon metaphor is the most common form of metaphor expression(32.25%),followed by tool metaphor(27.3%)and disaster metaphor(22.9%),and finally health metaphor(10.3%)and emotion metaphor(7.25%).Then,the anti-smoking public service advertisements collected in this thesis mainly contain multimodes such as language,vision and hearing.Some advertisements contain two modality,while others contain several multimodes.The modes are complementary and restrained each other,and in this way,we can construct multimodal metaphor jointly.Finally,in order to explore the persuasive function of multimodal metaphors in anti-smoking advertisements,this article analyzes it from two aspects: cognitive persuasive function and emotion persuasive function.It was found that the cognitive persuasion function is generally realized in two ways: one is to attract more attention to anti-smoking advertisement through the errors caused by multimodal metaphor;the other is to create the source and target domains of similar cognitive experience multimodal metaphor through interaction.Anti-smoking public service advertisements achieve emotion persuasion by transferring emotional preferences and creating emotional experiences.In the process of interpreting the multimodal metaphors of anti-smoking public service advertisements,this thesis finds that cultural factors play an important role in multimodal metaphors.At the same time,multimodal metaphors can also show the characteristics and differences of different cultures.For example,the advertisement designer uses cigarettes to build Chinese character “ 井 ”,which not only better explains multimodal metaphor,but also embodies the beauty of Chinese characters.The research done in this thesis has theoretical and practical significance.In this thesis,multimodal metaphor theory is used to analyze anti-smoking advertisements in graphic and anti-smoking advertisements in video,and to explain various modal metaphor phenomena such as text,sound and video.This thesis can provide a reference for similar research in the future and lay a theoretical foundation,which has theoretical significance in a certain.At the same time,this thesis can help people deeply understand the anti-smoking public service advertisements and exhort people to stay away from cigarettes as soon as possible,which has practical significance in a certain.