Study the Public Service Advertisement from the Perspective of Multimodal Metaphor

With the development of technology and science, Multimodal analysis, including words、pictures、sound and etc, becomes possible. Owing to the analysis, cognitive linguistic researches the essence of metaphor from the perspective of multimodal metaphor. The types of public service advertisements are various. Thanks to the appearance of multimodality, the themes of public service advertisements are better understood. In order to persuade people to care the elderly, taking the example of two public service advertisements about caring the elderly, the characteristics of multimodal metaphor in them are analyzed in details.