隐喻视角下的公益广告语分析——以廉政公益广告为例  

Analysis of Public Service Slogans from a Metaphorical Perspective--Take Integrity Public Service Advertisements as an example

作　　者：赵莺 郜丽娜 ZHAO Ying;GAO Li-na(College of Foreign Chinese,Suzhou University,Suzhou 234000,China;College of Foreign Chinese,Chuzhou University,Chuzhou 239000,China)

机构地区：[1]宿州学院外国语学院,安徽宿州234000 [2]滁州学院外国语学院,安徽滁州239000

出　　处：《江西电力职业技术学院学报》2022年第12期144-146,共3页Journal of Jiangxi Vocational and Technical College of Electricity

基　　金：安徽省哲学社会科学规划项目“廉政公益广告中的多模态隐喻表征类型研究”(课题编号:AHSKQ2018D100)。

摘　　要：公益广告不以营利为目的,旨在为公共事业而服务。作为公益广告最为突出的外在展现形式,匠心独运的广告语能够增强公益广告的宣传效果。运用广告语与隐喻理论的相关知识,以廉政公益广告为例,分析了公益广告语中的隐喻性思维,并探讨了隐喻类型与功能。研究发现:公益广告语中蕴含的隐喻不仅能够创新广告语言,拓宽创作思路,提升受众的认知能力,还有助于宣传公益事业。Public service advertisements are not for profit and are intended to serve public utilities.As the most prominent external display form of public service advertisements,ingenious advertising slogans can enhance the publicity effect of public service advertisements.Using the relevant knowledge of advertising slogans and metaphorical theory,taking integrity public service advertisements as an example,this paper analyzes the metaphorical thinking in public service advertising slogans,and discusses the types and functions of metaphors.It is found that the metaphors contained in public service advertisements can not only innovate advertising language,broaden creative ideas,improve the cognitive ability of audiences,but also help to promote public welfare undertakings.

关 键 词：广告语 概念隐喻 多模态隐喻 廉政公益广告 功能 

分 类 号：H05[语言文字—语言学]