摘 要

广告可以大概分为公益广告和商业广告。商业广告着重于刺激消费；公益广告则关注于保护环境、保护动物、自然资源、人类健康和社会道德等大众关注的话题。

Fauconnier和Turner于1990年提出概念整合理论。概念整合网络理论不仅在常规隐喻方面，在如诗歌，谚语，新奇表达等非常规隐喻认知现象方面，具有更强的阐释力。本文运用概念整合理论来分析公益广告的图文，从而探究公益广告的理解认知机制，说明公益广告通过概念整合对公众的价值观具有一定的影响。

关键词：概念整合；公益广告; 概念整合网络

Contents

1. Introduction..........................................................................................................1

2. Demonstration......................................................................................................2

2.1 Theoretical Background....................................................................................2

2.1.1 PSA...................................................................................................................2

2.1.1.1 The Definition of PSA...................................................................................2

2.1.1.2 The Categorization of PSA............................................................................3

2.1.1.3 The Features and Function of PSA................................................................3

2.1.2 CIT...................................................................................................................4

2.1.2.1 Simplex Networks.........................................................................................6

2.1.2.2 Mirror Networks............................................................................................6

2.1.2.3 Single-scope Networks..................................................................................7

2.1.2.4 Double-scope Networks.................................................................................8

2.2 Analysis of PSA from Conceptual Integration Network ................................9

2.2 1 Based on Simplex Networks.............................................................................9

2.2 2 Based on Mirror Networks..............................................................................10

2.2.3 Based on Single-scope Networks....................................................................12

2.2.4 Based on Double-scope Networks...................................................................14

3. Conclusion............................................................................................................16

Work cited.................................................................................................................17

Bibliography..............................................................................................................18

A Study of Public Service Advertising from Viewpoint of Conceptual Integration Theory

1. Introduction

The advertising can be mainly divided into two kinds—public service advertising (PSA) and commercial advertising. Whereas commercial advertising aims to enhance the economic consumption, the PSA focus on topics of public concerns such as environmental protection, animal protection, nature resources, human health and morality.

The Chinese scholar Pan Zehong (2001:7) views that PSA is a way to raise appreciation interest of public, to set up virtues, to propel the harmonious running of the society and to keep the sustainable development between human and nature.

In China, Wang Shaohua introduced conceptual integration theory (CIT) in 2000; it was the first time that Chinese started research on CIT. After Mr. Wang, many scholars introduced this theory in details, including backgrounds, main viewpoint, five principles and networks. Fang Meihong and Yan Shiqing (2004) explained cognitive motivation of conceptual integration. Liu Zhengguang (2002) and Yu Xia (2004) explained this theory and made some queries, meantime they evaluated the development prospect of CIT. Some scholars combined CIT and metaphor together to analyze metaphors used in advertisings such as Bao Yanjing (2013). These researches are mainly about theory and its development. They gave some examples to make readers learn CIT better. However, they didn’t give the chart of analysis process. Although almost every PSA can be analyzed by this theory but it is impossible to analyze every example. This thesis will choose some different examples for analysis including pictures and charts.

The researching methodology of the thesis will cover literature review of relevant studies, observation, and analysis of collected data through graphic representation.

The first part is introduction of background and purpose. It mainly talks about the current researches and the content and research methods in this thesis.