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随着时代的变迁,现代社会早已进入了“读图时代”。视觉图像的特征除了形象性、标志性外,笔者认为最重要的是视觉图像的不确定性,即视觉图像的含蓄作用。视觉图像的不确定性使得受众在观看广告作品时,更大程度上的参与到制作者的译码过程中,并根据每个人所处的不同社会阶层,加入自己的想法,从而解码得到自己的认知。而这一过程中,受众更加坚信自己所得出的结论,加强了广告说服的效果。本文通过对几则经典广告作品的分析,具体阐述了视觉图像的含蓄作用。
With the changes of the times, the modern society has already entered the era of reading. In addition to the characteristics of visual images of the image, the landmark, I believe that the most important is the uncertainty of visual images, that is, the implicit role of visual images. The uncertainty of visual images allows the audience to participate in the decoding process of the producers to a greater extent when viewing the advertisement works and to add their own ideas according to the different social strata in which each person is located so as to decode their own Cognition. In the process, the audience is more convinced that the conclusions they have reached have strengthened the effect of advertising persuasion. Through the analysis of several classic commercial works, this article elaborates the subtle effects of visual images.