中国环保公益广告中概念隐喻的研究Study on Conceptual Metaphor in Chinese Pro-environment Public Service Advertisements我国公益广告虽然起步比较晚，但发展迅速。经过多年的发展，我国的环保公益广告所采取的设计手段也日趋多样，文字，图片，音乐，修辞语言等得到了较好的运用。
作为认知手段的概念隐喻就是利用率最高的手段之一。本文结合了莱考夫和约翰逊的概念隐喻理论，从结构隐喻，方位隐喻，本体隐喻三个方面分析了关于中国环保公益广告的语料，发现概念隐喻在我国环保公益广告中使用频繁，并起到了一定的作用，如：使得广告更加形象生动易于理解、使得广告更具有说服力、提高中国环保公益广告的审美价值。
本文的研究通过探讨概念隐喻以何种方式在环保公益广告中发挥其特有的劝诱作用，不仅加深了我们对隐喻的本质及表现形式的理解，而且让人们受到公益广告更好的教化和影响，并帮助国内广告设计者进一步意识到概念隐喻在广告中的魅力。
关键词：环保公益广告、概念隐喻、劝诱功能
Abstract
Though public service advertisements started late in China, it growed rapidly. With many years of development, the design methods of our country’s pro-environment public service advertisement are increasingly diversified and have been well used, such as text, picture, music, rhetorical language and so on.
As a cognitive means, conceptual metaphor is one of the most useful means. In this thesis, based on Lakoff and Johnson’s conceptual metaphor theory, the corpus of Chinese pro-environment public service advertisements are analyzed according to the classification—structural metaphor, orientational metaphor, and ontological metaphor, finding that the conceptual metaphors are frequently used in our country’s pro-environment public service advertisements, and achieve certain functions, such as making the advertisements more vivid and easy to understand, making the advertisements more persuasive and improving the aesthetic value of Chinese PSAs.
The study in this thesis not only deepen our understanding of the nature and forms of metaphor, it also let people receive better education and influence of public service advertisements and help domestic advertising designer to further realize the charm of conceptual metaphor in advertising, by illustrating how and in what way conceptual metaphor plays its unique persuasive rule in pro-environment public service advertisements.
Key words: pro-environment public service advertisements, conceptual metaphor, persuasive function
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