Abstract
This study examines visual–verbal blending as a mechanism through which social advertising compresses complex environmental and humanitarian problems into concise multimodal messages. Drawing on conceptual integration theory and corpus-oriented multimodal analysis, it analyses 196 static advertising cases published or circulated between 2020 and 2025: 98 environmental and 98 humanitarian campaigns. It traces how visual input spaces, verbal input spaces, generic spaces, and blended spaces interact in constructing cognitively dense and ethically oriented meanings. The findings indicate that environmental campaigns tend to compress global, delayed, and systemic risks into visible threat, embodied natural vulnerability, future-oriented warning, and responsibility-oriented positioning. Humanitarian campaigns more often compress distant suffering into moral proximity, absence, disrupted everyday life, vulnerability, and the need for ethical recognition or response. High or medium visual-verbal interdependence was found across the corpus, indicating that interpretative orientation is encoded through the joint processing of visual and verbal modes, not through either mode alone. The study contributes to multimodal discourse analysis by offering an applied framework for tracing how social advertising distributes meaning across semiotic resources, condenses large-scale crises into blended configurations, and positions the addressee either as a potential subject of preventive action or as a subject of moral recognition and response. Because the study does not measure audience reception, the identified effects are interpreted as projected viewer positions, not as empirically verified psychological responses.