A Cognitive Study on Slogans in Public Service Advertisements from the Perspective of Conceptual Blending Theory

DOI: https://doi.org/10.62517/jbm.202409210

Author(s)

Ran Wang, Xiuwen Li*

Affiliation(s)

Institute of Foreign Languages, Changchun University of Technology, Changchun, Jilin, China *Corresponding Author.

Abstract

As an important communication medium for conveying social values and guiding public behavior, public service advertisements play an active role today, and have a far-reaching impact on the dissemination of culture and the guidance of people’s thoughts. Conceptual blending theory, as one of the important theories in the field of cognitive linguistics, has strong persuasive and explanatory power on cognitive activities. Therefore, this paper analyzes in-depth the meaning construction process of public service advertisements’ slogans by taking the four network models of conceptual blending theory as the theoretical basis. The study aims to uncover how public service advertisements shape the audience’s cognition and attitudes through the promotional language, offering valuable insights for future research and practices in the field of public service advertisements.

Keywords

Conceptual Blending Theory; Public Service Advertisements; Slogans

References

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