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poses is also worth studying.  By  combining the classic Aristotle‘s Rhetorical Appeals  and  the  system  of Appraisal  framework  (Martin  and  White,  2005),  Qi  Yujie  and  Feng  Dezheng  (2015) built  up  a  framework  to  analyze  the  persuasive  strategy  and  effects  of  advertising, which  will  be  used  in  this  paper.  The  emotion  in  the  framework  is  divided  into  two categories, positive emotion and negative emotion. In daily experience, it is found that public  service  advertisements  such  as  prevent  HIV,  say  no  to  drugs  and  animal protection  usually  cause  negative  emotions  such  as  horror  or  sadness  to  persuade people  not  to  behavior  in  certain  way  while  commercial  advertisements  often  cause positive emotions such as happiness to persuade consumption. As far as the judgment is concerned, in order to increase the credibility of the advertisements, public figures such as movies stars and music stars, professionals such as doctors and scientists and ordinary  people,  usually  a  large  number  of  people  instead  of  individuals,  who represent the whole group of the products‘ target consumers are employed. When it comes  to  appreciation,  the  quality  or  the  price  advantage  of  the  products  will  be highlighted  by  words,  numbers  or  visual  metaphors.  According  to  the  various marketing  positioning,  target  markets  and  product  features,  different  advertisement persuasive  strategies  will  be  adopted,  sometimes  one  and  sometimes  more  than  one.  The  following  part  will  discuss  the  persuasive  strategies  of  anti-smoking advertisement and shoes advertisement respectively. 

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CONCLUSION 

Based  on  the  Forceville  &  Urios-Aparisi‘s Multimodal  Metaphor  and  Kress  &  Van Leeuwen‘s  Visual  Grammer,  the  dissertation  attempts  to  explore  the  metaphor potential  and  the  metaphor  constructions  of  representational  meaning,  interactive meaning  and  compositional  meaning  in  construction  of  multimodal  metaphors  in printed advertisement including the public service advertisement for anti-smoking and the commercial advertisement for shoes. And based on the Application of Aristotle‘s Rhetorical  Appeals,  the  dissertation  intends  to  discuss  the  persuasive  strategies  and effects of these printed advertisement. The major findings are listed as follows,  
1)  There  is  metaphor  potential  in  re本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。