校园公益广告语的隐喻研究

A Metaphorical Study of Campus Public Service Advertising Slogans

分析校园公益广告语中的隐喻和转喻的类型和特点,结合校园公益广告的语类特点,指出该类广告中隐喻以本体性隐喻(拟人隐喻和实体或物质隐喻)、转喻以整体与部分之间的转喻(事物与部分之间的转喻、事件转喻和范畴与其特征之间的转喻)为主,隐喻和转喻的目标域不直接出现在广告语中。

Types and characteristics of metaphor and metonymy in campus public service advertising （CPSA） slogans are analyzed. With CPSA＇s generic features, this paper points out that CPSAs are characterized by the frequent use of ontological metaphors（ personification and entity and substance metaphors） and ＂whole and part＂ metonymies（ the thing and its parts ICM, complex event ICM and category-and-member ICM）. The target of metaphor and metonymy are not be represented visually in slogans.