【摘要】 公益广告是弘扬优秀文化的重要载体。以认知语言学为视角，从国家广播电视总局主办的以“建党百年”为主题的公益广告中选择两则广告作为研究语料，对其中的多模态隐喻和转喻进行分析，并尝试对其意义构建和认知基础进行解读。分析表明：两则广告中的多模态转喻主要涉及的类型为个体与集体、特征与实体等，多模态隐喻主要有实物隐喻、家庭隐喻、颜色隐喻、音乐隐喻等，这些多模态隐喻的意义构建也具有一定的认知基础。更多还原

【Abstract】 Educational commercial is an important carrier for promoting excellent traditional Chinese culture. This paper selects two of the educational commercials sponsored by the State Administration of Radio and Television with the theme of “the centenary of the Communist Party of China” as the research corpus, analyzes multimodal metaphors and metonymies involved in them, and tries to interpret their meaning construction and cognitive basis. The analysis shows that the main types of multimodal metonymies in the two advertisements are individual entity and the collective, characteristic and entity, etc. The multimodal metaphors mainly include object metaphors, family metaphors, color metaphors, and music metaphors, etc. Among them, the meaning construction of multimodal metaphors also has its cognitive basis.更多还原