Code Red for Humanity: Multimodal Metaphor and Metonymy in Noncommercial Advertisements on Environmental Awareness and Activism

Concern for global warming, climate change and pollution has grown in recent years, with countries across the world facing natural disasters on unprecedented scales. The communication of environmental protection is therefore a necessary area enquiry, especially from Conceptual Metaphor Theory perspective. present article explores (1) how themes change, activism are conceptualized corpus 51 noncommercial advertisements, (2) interaction metonymy metaphor, (3) distribution verbal visual modes metaphoric source target domains, (4) value evoked. Findings show that half frames through domains such as weapons, predators disasters. other triggers incongruous mappings, between concrete entities, relies metonymic processes inference to access main rhetorical message. Among most frequent metonymies, CAUSE-EFFECT CATEGORY FOR SALIENT PROPERTY highlight negative effects represented phenomena. Multimodality usually occurs within and/or rather than mapping. Most campaigns project mixed value, where evaluation theme accompanied by positive message, inviting audience take action.