文学修辞在平面广告中的运用

发布时间：2018-04-13 16:13

本文选题：文学修辞 + 广告图形设计　；参考：《南京林业大学》2009年硕士论文

【摘要】： 在当今信息化技术飞速发展的社会里,通过广告让公众知道某种信息已不是什么难事,最难的是如何给人们留下深刻的印象。平面广告想抓住受众的视线必须具有一定的创意,而创意的表现形式多种多样。文学修辞作为表现形式之一在广告图形设计中得到广泛的应用。因此,越来越多的广告图形设计具有一种文学化的倾向,并呈现出深切的人文关怀。本文旨在研究文学修辞手法影响下的平面广告图形设计,论文首先阐述了文学修辞相关概念;对修辞手法研究范围进行限定,由于应用广泛性、篇幅等原因本文主要对比喻、比拟、夸张、双关、象征、对比、通感、借代八种修辞进行分析、归纳和概括,以便于具体实践的运用;详细剖析了文学修辞与视觉修辞的区别和联系,探讨了文学修辞图形化的广告必然性,了解图形修辞作为视觉修辞组成部分所建立的理论和实践价值。接着阐述创意图形含义、详细剖析了图形创意重要性及表现要求。然后对限定范围内的八种文学修辞具体运用到平面广告设计中。借助文学修辞的理论和实践的丰富成果,为修辞图形的研究获取一条捷径,以此探讨修辞图形的形式、方法和传播效力等。最后通过对作者作品分析,进一步探索文学修辞手法在现代广告设计中应用的方法。
[Abstract]:In today's society with the rapid development of information technology, it is not difficult to let the public know a certain information through advertising. The most difficult thing is how to impress people deeply.The print advertisement must have certain creativity if it wants to catch the audience's sight, and the creative expression forms are various.As one of the forms of expression, literary rhetoric is widely used in advertising graphic design.Therefore, more and more advertising graphic design has a literary tendency, and presents a profound humanistic concern.This paper aims to study the graphic design of print advertising under the influence of literary rhetoric. Firstly, this paper expounds the related concepts of literary rhetoric, limits the scope of rhetorical research, and mainly focuses on metaphor because of its extensive application and length, etc.Compare, exaggerate, pun, symbolize, contrast, synaesthesia, metonymy eight kinds of rhetoric to carry on the analysis, induction and summary, in order to facilitate the use of the concrete practice, has analyzed the literary rhetoric and the visual rhetoric difference and the connection in detail,This paper probes into the necessity of advertisement of figure of speech in literature, and understands the theoretical and practical value of figure of speech as a component of visual rhetoric.Then the meaning of creative graphics is expounded, and the importance and performance requirements of graphic creativity are analyzed in detail.Then eight kinds of literary rhetoric are applied to print advertisement design.With the help of the rich achievements in the theory and practice of literary rhetoric, a shortcut is obtained for the study of rhetoric figures, and the forms, methods and spreading effects of figures of speech are discussed.Finally, by analyzing the author's works, the author further explores the application of literary rhetoric in modern advertising design.
【学位授予单位】：南京林业大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：J524.3

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