The Discourse Struggle Between Tobacco Advertising And Anti-smoking Advertising

In order to clarify the discourse relationship between tobacco advertising and Anti-tobacco advertising,this paper analyzes the characteristics of both discourses.First of all,based on the multimodal metaphor theory,I used Space synthesis theory to analysed "2015 Hurun brand list" top ten tobacco industry value of the brand’s official website,found that the multimodal metaphor is a common feature of implicit tobacco advertising,the dominant discourse level and rejecting the "tobacco related words,the use of text a variety of colors,modal to advertising language as its identification for having heard it many times for tobacco advertising cues;in implicit discourse,to characterize the tobacco related metaphorical significance of using historical buildings and natural scenery,different animals and plants.Secondly,based on the theoretical framework,I followed the framework of inventory analysis analysis of 72 plane advertisement path on the official government tobacco control tobacco control platform release,identified 15 kinds of common frame type,found the main negative and negative frame of interpretation of tobacco.After that,this paper analyzed the relationship between the two discourses,and found that the two sides of the discourse domain of the tobacco can be said to be"David and Goliath" in the initial confrontation.The anti propaganda body of tobacco is a government related functional department with natural repression,namely "Giant Goliath",and the "barbaric growth" of tobacco advertising "David" is closely related to the expansion of tobacco ethnic groups.When tobacco advertising entered the public eye as a social issue,in order to avoid legal regulation,it began to disguise itself in a multimodal metaphor,and tried to cater to the Chinese people’s cultural psychology.In contrast,Anti-tobacco advertising mainly displays the harm of tobacco by terror and deformity.It ignores the audience’s fear,acceptance and psychological adaptation,and the advertising performance is very limited.