Author(s)

Yue Guan

Corresponding Author

Yue Guan

ABSTRACT

Nowadays, environmental problems have become increasingly prominent. As an effective way to publicize and raise the importance of public awareness of environmental protection, multimodal TV public service advertisements have attracted more and more attention of the whole society. This paper analyses one multimodal pro-environmental TV public service advertisements chosen from “National Excellent Radio and Television Public Service Library” on CNTV based on conceptual blending theory proposed by Fauconnier and Turner. It is found that the cross-space mappings between the input spaces mainly present cause-effect relationship in this multimodal pro-environmental TV advertisement. Meanwhile, image, colour, sound, movement and other communicational modes make much difference to emergent structure in blended space. The study shows that the conceptual blending theory has a good guiding role in creating and making multimodal pro-environmental TV advertisements, and it is conducive to the extensive spread of environmental protection ideas.

KEYWORDS

Multimodal Pro-environmental TV Advertisement, Conceptual Blending Theory