A Study Of Metaphors In Russian Public Service Advertisements

With the rapid development of social economy and mass media,advertisement,as a means of information dissemination,is constantly approaching people's daily lives.Public service advertisements with the aim of attracting people's attention to different social problems,are playing an important role in human life.Modern public service advertisements are developing rapidly in Russian and have attracted widespread attention from scholars because of their multi-level text construction and rich cultural connotations.In traditional metaphor research,metaphor has long been considered as a rhetorical device with the main role of polishing the speech.Until the 1980 s,American linguists George Lakoff and Mark Johnson put forward the conceptual metaphor theory in their monograph Metaphors We Live By,thinking that metaphor is omnipresent in everyday life,not only in language,but also in thinking and activity.Based on above-mentioned knowledge,Forceville C.proposed the idea of multimodal metaphor.He extended the study of conceptual metaphor to the multimodal level.The widespread use of metaphors in Russian public service advertisements not only helps to enhance the efficiency and expressiveness of the advertisements,but also makes the advertisements more easily accepted by the public.Based on the conceptual metaphor theory and Forceville's multimodal metaphor,the writer of the thesis selects the excellent works of the Russian Public Service Advertisements Competition “????? ??????” in the past 10 years,the works of the public service advertisement project “??? ??????!” of advertising company Russ outdoor and other works from official sites for studying.The paper uses classification,induction and qualitative analysis methods to study metaphors in mixed texts of public service advertisements.The innovation of this paper lies in the fact that it treats public service advertisements as a mixed text of pictures and texts,comprehensively explores the categories and representations of conceptual metaphors in Russian public service advertisements,tries to reveal the relevance of pictures and texts in multimodal metaphors,and describes the pragmatic principles and functions of metaphors.The paper firstly systematically elaborates the definition of public service advertisement,the development of public service advertisement in Russia,and the concept of mixed texts.Then,it sets out the traditional and modern theoretical study of metaphor from different points of view,focusing on the introduction of conceptual metaphor theory and multimodal metaphor research.The focus of this thesis is on the conceptual metaphor categorization and multimodal metaphor representations in Russian public service advertisements.According to Lakoff and Johnson's conceptual metaphor theory,the metaphors in Russian public service advertisements are divided into three categories: structural metaphors,orientational metaphors,and ontological metaphors.Depending on the modality of the two domains,there are three ways to implement the multimodal metaphor in public service advertisements: cross-modal mapping,mono-modal mapping and multimodal mapping.Then based on the examples,the writer tries to describe the relationship between linguistic and visual components in multimodal metaphors,summarize the basic principles of metaphors and analyze the multiple functions of metaphors in Russian public service advertisements.