论文部分内容阅读
图文修辞是一个前沿性的学术概念,它在当今的图像时代具有广泛的应用价值。以国际金奖广告邦迪《朝韩峰会篇》为例,可以探究图文修辞的些许艺术魅力:图像示现了新闻事实,以确定感而获得劝说的力量;图文对位协调了图文时空差和时序差,完成了广告语篇的整合;图文转移瞬间捕获了受众的注意,并随之把图像新闻所蕴蓄的注意热力和情绪高能向“邦迪”转移,使得图文互相赋予抽绎意义和生动性感知;图文接力把新闻事件的历史必然性转义为“邦迪”疗效的确定性,并与受众在价值、情感和颖悟三方面完成了同体建构,使得广告诉求转化为惺惺相惜的同心之言。
Graphic rhetoric is a cutting-edge academic concept, which has a wide range of application value in today’s image age. Taking the international gold advertisement Bondi’s “North Korea and South Korea Summit” as an example, we can explore some of the artistic charm of graphic rhetoric: the image shows the news fact and obtains the power of persuasion with a sense of certainty; Difference and timing difference, the completion of the integration of the advertising discourse; graphic transfer instantly capture the attention of the audience, and follow the image of the news, the attention of the heat and emotional energy to “Bondi ” transfer, making the graphic each other Giving the meaning of interpretation and vivid perception; graphic relay to the historical necessity of news events escaped as “Bondi ” the certainty of efficacy, and with the audience in the three aspects of value, emotion and enlightenment completed the same body construction, making advertising Appeals translate into sympathetic words of sympathy.