A Study Of Metaphor In Public-service Advertising Based On Concetual Interation Theory

Public service advertising is an information communication and persuasionprocess whose purpose is to arouse the audience’s attention, stimulate the audience’sPsychological Association, affect their values and raise public awareness about thesocial problems. The public service advertising is public information which canreflect social responsibility. It introduces the social public welfare to attract more andmore people’s attention. The advertising content focused on environmental protection,animal and natural resources, human health, women and children, social justice, moralvalue so it plays an important role in the promotion of social communication andharmony; therefore we need to pay more attention to the research on public serviceadvertising.Conceptual integration theory is presented by Fauconnier and Turner. It benefitedfrom the contemporary cognitive science achievement, and developed from mentalspace theory. The major means of Conceptual integration is conceptual projection andits center process is conceptual integration. There are four kinds of basic conceptualintegration network: simplex networks, mirror networks, Single-Scope networks anddouble-scope networks. This thesis bases its study on the theoretical background ofconceptual integration theory presented by the famous American cognitive linguistFauconnier. The whole thesis analyzes the metaphor in public welfare advertisements.Conceptual integration theory argues that people can construct a variety of mentalspace in the process of talking and thinking and then integrate the mental space to asynthesis space. This process involves a space mapping between source domain and target domain. The structures of source domain and the target domain are selectivelyprojected to the synthesis space by the space mapping. At last, the investigator getsgenerating structure through combination; propagation and perfection.This thesis analyzes the psychological space on the metaphor of public serviceadvertisements, network mapping of the unilateral and bilateral network as well as thegenerating structure of synthesis space. This thesis analyzes public serviceadvertisements from the cognitive perspective and hopes to rich the language materialfor metaphor, to provide more data to support conceptual integration theory and at thesame time to provide some suggestions for public service advertisements production.