Metaphor in Science Communication: With Special Reference to Jade Rabbit of the Moon Rover

The metaphor can serve as an effective tool in science communication. This article studies the posts and comments of the Weibo account of Jade Rabbit of the Moon Rover, which construes the rover metaphorically as an anthropomorphized rabbit. This study explores the motivation and effect of this metaphor. Conceptual motivation can be found in the similarities between the rover and the anthropomorphized rabbit. Communicative motivation lies in its enhanced effectiveness in promoting science. The metaphor has been readily accepted by Weibo users who have displayed emotional reactions to its metaphorical construal, acquired astronomical knowledge, and determined to embark on scientific careers.