Abstract: It is an important aspect of the Partys construction that the “anticorruption campaign” series of public service advertisements can convey the core values of party integrity in a humorous way. The series of “anticorruption and anticorruption” ads contain the destruction of metaphor, animal and plant metaphor, safe metaphor and so on. Based on the theory of cognitive metaphor, more than 30 ads from Peoples Forum are chosen to inspect the type of multimodal metaphor and the corresponding modal configuration elements in the semantic types of “anticorruption” slogan articles, and the culture modal and semantic cognitive basis of public service ads are further discussed.

Key words: public service, advertisements multimodal, metaphor cognitive

摘要： “反腐倡廉”系列公益广告以诙谐幽默的方式传递出党廉洁自身的核心价值理念，是党的建设的重要方面。“反腐倡廉”系列广告蕴含毁灭隐喻、动植物隐喻、幸福隐喻等。以认知隐喻为理论基础，考察人民网举办的全国“反腐倡廉”公益广告大赛近30 幅作品，对广告主题和相应的模态配置要素进行多模态隐喻框架分析，探究“反腐倡廉”广告语中的语义类型，讨论公益广告多模态语义的文化认知基础和认知理据。

关键词: 公益广告, 多模态隐喻, 认知