Research On Metaphor In Print Public Service Advertisements

Language and image are two ways of human ideographic realization.Metaphor is to use the similarity between things to "metaphor" another thing through this thing,the purpose is to reveal the connotation of things more vividly.Compared with verbal metaphor,visual metaphor in visual art is to use visual language to carry out the connotative meaning transformation between things.Public service advertising is a non-profit advertising,which aims to serve the public by using concise,vivid and appealing visual language for persuasion or spiritual comfort in response to various problems encountered in social life.Print public service advertising plays an increasingly important role in social life due to its special attributes.It plays a guiding role in people's behavior and ideology,and has practical significance in promoting the formation of a good social atmosphere and the improvement of moral standards.At present,the public demand for visual culture is increasingly high.To create novel and unique print public service advertising works requires not only the skills of expression techniques,but also the control of metaphor in advertising.The appropriateness of metaphor also determines the success of advertising communication.The "two-dimensional" nature of print public service advertisements implies that the expression forms of visual elements should be highly summarized and refined in the creation of advertisements.By exploring the operation mechanism of metaphor,this paper analyzes how metaphor conveys meaning in print public service advertisements.This paper analyzes the current situation of the application of visual metaphor in print public service advertisements,summarizes the characteristics of the application of visual metaphor and some problems of inappropriate application,tries to put forward solutions to this problem,and summarizes the principles of the application of metaphor in print public service advertisements.This paper tries to provide valuable guidance for the creation of print public service advertisements,so that visual metaphor can give full play to its value and charm,and play a role in guiding the development of other fields of visual communication.In the use of metaphor in the creation of print public service advertisements,it is necessary to combine the specific background of The Times and cultural background,use rich association and imagination,grasp the similarity between the ontology and the metaphor,and use artistic expression techniques,to better convey the connotation of advertising.