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gh interpretation of interaction among different modes, such as visual, verbaland aural modals.In the present chapter, based on the theoretical framework and the researchmethodology, several shots from two pieces of TV public service advertisements areselected to represent the features of metonymy and multimodal metaphor. Toguarantee the effectiveness and comprehensiveness, this thesis chooses two TV publicservice advertisements, which have been aired by CCTV Advertising Center. Becauseof the same theme shared by the two chosen PSAs, they have some typical metaphorsin common, covering LIFE IS A JOURNEY and MOTHER IS PROTECTOR. Butthere are also significant differences: the second PSA “Thanksgiving Parents”contains a large amount of metonymies. Therefore, the emphasis of analysis isdifferent.

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Conclusion

After reviewing previous studies on CMT and multimodal metaphor, this thesisconducts a tentative and comprehensive study on multimodal metaphor in publicservice advertisements, taking two advertisements captioned “Speak out Your Love”and “Thanksgiving Parents” as examples, aired through soliciting typical Chinesetraditional home culture by CCTV Advertising Center. Through a thorough analysis inChapter Four, this chapter is presented from three aspects: major findings, limitationsof this thesis and suggestions for further study.First of all, for the first research question: how do audience respectively identifyand construct the two domains (source domain and target domain) and thecross-domain mapping in TV PSAs?, it is known that the TV public serviceadvertisement is a multimodality discourse, combining the linguistic text, visualimages and aural background music. However, unlike traditional metaphoric analysiswhere audience have no trouble in identifying the source domain and the targetdomain, this thesis confirms the similarities between two entities (such as with samequality and function), especially perceptual resemblances, can be useful to helpaudience identify and interpret the source domain and the target domain ofmultimodal metaphors as well as the cross-domain mapping. For example, in the firstchosen advertisement, the source domain and target domain of the multimodalmetaphor FALLING HEAVY RAINS ARE HARDSHIP is identified by theresemblance of two entities’ quality because they both share the characteristics ofcoldness and repression and giving others a kind of helplessness.
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The reference (omitted)
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