Multimodal Metaphors in Forest Protection Public Service Advertisements

On the basis of Forceville's theory of multimodal metaphor,the multimodal metaphors in three typical forest protection public service advertisements were analyzed from the perspective of metaphorical meaning construction and mapping.The study shows that both visual and verbal modes contribute to the construction of metaphorical meaning in forest protection public service advertisements,and the dynamic narrativity,vividness and universality of multimodal metaphors will help to make the advertisements more informative and make a deep impression on the readers,thus improving the social effects.