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皮尔斯在运用三元关系理论对符号进行分类时,十分强调符号内部各要素的相互关系,按照符号形体与符号对象不同的相互关系或不同的结合方式,将符号分为图像符号、指索符号和象征符号。其中图像符号是在视觉传播活动中应用极为广泛的符号,本文结合广告案例,对图像符号的不同肖似性特征,及怎样理解“肖似性”与视觉造型中“写实性”等问题作了较为深入的论述。符号形体用肖似性的方式来表征符号对象是图像符号的本质特征,对这一问题的探讨有助于我们在广告策划和设计中准确地运用图像符号,从而达到有效传播信息的目的。
Pierce, in applying the theory of ternary relations to the classification of symbols, places great emphasis on the interrelationship of the various elements within the symbol. According to the different interrelationships or different combinations of the symbol and the symbolic objects, Pierce divides the symbols into image symbols, Symbol sign. Among them, the image symbol is a symbol widely used in the visual communication activities. In this paper, we combine the advertising case with the different similarity features of the image symbol, how to understand the “similarity” and the “realism” in visual modeling More in-depth discussion. The symbolic body uses the similarity way to represent the symbolic object as the essential characteristic of the image symbol. The discussion on this issue helps us to use the image symbol accurately in the advertising planning and design so as to achieve the purpose of effectively disseminating information.