A Rhetoric Analysis Of Chinese Print Public Service Advertisements From The Viewpoint Of Conceptual Blending Theory

The public service advertisement produced in the United States in the1940s, itis different from the commercial advertising in spreading purpose and expression. Thepublic service advertisement rhetoric application and use characteristics directly affectits significance output and communication effect. We analyzes the practical examplesfrom the cognitive angle of conceptual blending theory putted forward by Fauconnierand Turner. Then we dissect the construction of meaning and the process ofunderstanding. We divide them into two parts: verbal rhetoric and visual rhetoric.Verbal rhetoric accords to different rhetorical tactics can be divided into: metaphor,analogy, pun, parody, antithesis, contrast and hyperbole. Visual rhetoric is divided into:single image type and verbo-pictorial type. We will separate the singe image type intovisual metaphor and visual metonymy based on the relationship between the imageand the real things; and divide the verbo-pictorial type into anchorage and relaybased on the relationship of meaning structure between the words and pictures. Thenwe analysis the advertising works from the concept blending perspective according todifferent rhetoric.This paper studies found that the regularity of verbal rhetoric’s conceptualnetworks models is obvious: metaphor and analogy generally belongs to thesingle-scope networks; pun and parody belong to simplex networks; antithesis andpun belong to mirror networks; exaggeration belong to double-scope networks. Whilethe rule of visual rhetoric network model is not very uniform, different rhetoric maybelong to the same kind of concept integration network models, and a kind of rhetoricmay also use a variety of integration models.Finally, we analyze the cognitive factors influencing the application ofadvertisement rhetoric. Among them, the social and cultural psychology factorsinclude: social and cultural factors and social psychological factors; Personalpsychological factors include: personal psychological appeal and personalcharacteristics. This paper holds that social and cultural psychology factor is the basisof accepting and understanding the advertising works, and individual psychologicalfactors become the catalyst that can perfect and improve the advertisingcommunication, make each individual readers benefit from the works.