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本文通过罗兰·巴尔特对广告摄影论述的分析,用实例证明广告摄影图像中图像修辞、编码层面和文字编码对受众意识形态的影响,指出广告摄影图像中图像修辞是观众意识形态的引导者。
This paper analyzes Roland Barthes’ analysis of advertising photography, and illustrates the influence of image rhetoric, coding level and text encoding on the audience’s ideology by using examples. It points out that image rhetoric in advertising photography images is the guide of audience ideology.