描绘马瑟:励志海报的视觉隐喻

发布时间：2018-05-05 05:30

本文选题：马瑟 + 励志　；参考：《装饰》2015年10期

【摘要】：20世纪20年代,马瑟公司设计了大量励志海报,它们不仅为企业提升了生产效率,还培养了工人良好的道德行为。他的海报已然成为工作场所内外一种有效的理念宣传方式,并被看作美国理想主义和乐观主义最有趣的视觉符号形式。在认知修辞学理论视野下,基于马瑟励志海报的话语理解和话语构建过程的分析发现,马瑟海报的创作和营销不仅能紧扣当时美国社会现实,还在图形(像)、文案、色彩、字体等话语建构上呈现千层百态的文化隐喻及其表达方式。
[Abstract]:In the 1920s, Mather designed a number of motivational posters that not only improved productivity, but also fostered good ethical behaviour among workers. His posters have become an effective way to promote ideas inside and outside the workplace and are regarded as the most interesting form of visual symbols for American idealism and optimism. From the perspective of cognitive rhetoric theory, it is found that the creation and marketing of Mather posters can not only closely relate to the social reality of the United States at that time, but also be based on the discourse comprehension and discourse construction process of Mather's motivational posters. Cultural metaphors and their expressions in the construction of words such as fonts.
【作者单位】：江苏师范大学传媒与影视学院;
【分类号】：J534.3

【相似文献】