Analysis Of Multimodal Metaphor In TV Public Service Advertising

TV public service advertisings are becoming increasingly popular due to their unique features and artistic techniques of expressions.Therefore,the research on TV public service advertisings has also gained popularity.Most of the TV public service advertisings employ one thing to explain another thing,that is to say,TV public service advertisings are metaphorical.The TV public service advertisings are presented by pictorial modality,sound modality and other modalities.Therefore,their metaphorical meanings are constructed by multimodality.The research on multimodal metaphor in TV public service advertisings becomes a hot topic nowadays,but most of researches are focused on the analysis of multimodal metaphor in TV public service advertisings from the systemic function perspective so the analysis from cognitive perspective needs further research.This thesis dedicates to answer two questions.First,what modalities are involved in TV public service advertising as well as their functions and relations? Second,how the metaphorical meaning is constructed through multimodality in TV public service advertising?This thesis will discuss modalities,their functions and relations.In this research,three TV public service advertisings are taken as objects of the thesis.We analyze the multimodal metaphorical meaning construction of each TV advertising from cognitive perspective by using the working mechanism of conceptual metaphor.This research finds out there are five modalities including pictorial sings,written signs,spoken signs,sound and music in TV public service advertising(henceforth PSA).In general,the pictorial modality is more salient than others.These modalities have their own functions and they are interactive with each other.There are four basic relations of modalities in TV PSA.Based on the working mechanism of conceptual metaphor,the metaphorical meaning of TV PSA is constructed through the cooperation of different modalities.The research further verifies thinking is metaphorical in nature,broadens the research field of multimodal metaphor and reinforces the theoretical foundation.Also,this thesis helps audience to convey and receive information in TV PSA in a more efficient way.Finally,the analytical method presented in this study has value in other linguistic studies.