An Study On The Image Metaphor In The Public Service Ads

As an important part of advertising, public service ads are developing with the society development. Public service ads have an important guiding role in social lives, the people’s social behaviors and social environment constructions. Along with the role of public service ads, the vision of research is also continuing to expand. The public service ads will no longer be confined to advertising or communication, but gradually extended to the field of linguistics, cognitive science fields, such as the use of metaphor to study public service ads. But the existing studies of metaphor in public service ads focus on the language of metaphor study. The image of metaphor study is very little. This article selects the typical print advertisements as the research object to study the image in public service ads metaphor, and through the synthesis of spatial patterns to analyze.This paper is divided into five chapters. The introduction part is mainly talking about the analysis of the research background and research status. The second chapter, respectively, will define the concept of the public service ads and metaphor, and the development of the narrative image metaphors used in public service ads. The third chapter is about the root causes of public service ads, its present situation and its effects. The fourth chapter summarizes the main content of synthetic space model theory, through the specific print advertisements of public service ads. The fifth chapter summarizes the problems caused by image metaphors used in the public service ads, and puts forward some methods and suggestions. In the process of creation, we need to find the similarity between the ontology and the metaphors, to follow the principle of equivalence, to combine the old elements, to be able to with the cultural background of the target audience.