Study on Multimodal Metaphorical Representation of Public Service Advertisement

On the basis of cognitive metaphorical theory, the present paper discusses multimodal metaphorical representation andits genre features with examples of representative public service advertisements both in China and abroad. The study shows thatmultimodal metaphorical representation of public service advertisements can be classified into six types.Multimodal metaphors mu-tually constructed by both letters and pictures can make powerful visual and psychological impact on the audience, thus contribut-ing to a better persuasion effect.