A Study Of Metaphors In Public Service Advertisements From The Perspective Of Cognitive Theory

As a form of advertising,public service advertising serves public utilities.Compared to the United States that first produced PSAs,China's real public service advertisements were born after the reform and opening up.The public service slogan is the external manifestation and carrier of public service advertising.In recent years,the attention paid to the public service advertising language has continuously increased.The use of metaphors not only gives public service slogans the image and humorous propaganda effect,but also makes people's psychological acceptance easier.It also indirectly proves that metaphors are everywhere in our lives.As a linguistic phenomenon and cognitive behavior,metaphor is widely used in PSAs for its unique rhetorical functions and expression effects.This paper discusses the regularity and classification features of metaphor from the perspective of cognitive linguistics,and then uses Lakoff's conceptual metaphor theory to study the public service advertisement language in China.The paper consists of six parts.In the first part of the introduction,we introduced the research status of public service advertising language,the research objectives and significance of the paper,research methods,and corpus sources.The first part systematically elaborates the basic theories of public service slogans and metaphors,including the meanings,appeal patterns and characteristics of public service slogans;traditional metaphor theory,cognitive metaphor theory,and Lakoff's concept metaphor theory.The second part mainly discusses the cognitive mechanism of PSAs,including semantic features,generated pragmatic reasoning and discourse recognition.In the third part,the classification of metaphors in the public service slogans is based on Lakoff's classification of conceptual metaphors,and examples of public service slogans are used to analyze the metaphors in the PSAs,and further detailed subcategories are summarized.The fourth chapter mainly summarizes the characteristics of metaphors in the PSAs,which are structural features,cognitive semantic features and language and cultural features.The fifth part summarizes the function of metaphor in the public service advertising language.Through the research of these six parts,the purpose is to confirm the use of metaphor in the public service slogans,and to explore the impact of metaphor on public sponsorship slogans,and then put forward new cognitive perspectives and insights to better provide for the creation of excellent public service slogans.The basis is thus conducive to the positive social energy transmission and the creation of a good atmosphere.