论视觉传达中的视觉修辞

发布时间：2018-12-26 16:04

【摘要】： 本文系统的介绍了视觉修辞的概念，并通过对修辞、广告及视觉传达的历史地回顾，从发展的角度分析了视觉修辞的产生背景。通过对优秀视觉传达作品的分析，比较了视觉修辞和语言修辞的异同点，并进一步提出了应用到视觉传达领域的视觉修辞设计法。此外，笔者通过实际的教学实践活动，初步将视觉修辞引入到了视觉传达教育领域。我国修辞学的理论自先秦始已有了相关的论著。几千年来已经留下了丰富的资源宝库。但近代以来，修辞学的研究步伐相对缓慢。现代修辞学的发展趋势其一要发挥实用性强的优势，为现代化建设服务；其二则是要与临近学科结合，扩大研究领域。因此，视觉修辞学的建立和系统研究是顺应修辞学发展方向的。一方面，视觉修辞学是随着视觉传达的逐渐兴起和发展而出现的，继续研究视觉修辞学必将对视觉传达有重要的理论和指导作用。中国的语言文化源远流长，探索开发这个领域的丰富资源，，并将其应用到现代的设计中来，势必成为视觉修辞学的历史任务。另一方面，修辞和视觉传达的交叉研究，也有利于修辞学的研究领域的扩展，能够为修辞学的发展提供新鲜的血液和发展动力。对于视觉传达领域来说，视觉修辞学的建立和系统研究对于视觉传达的设计方法论和视觉传达教育也有至关重要的作用。长期以来，我国的视觉传达方法和教育对国外的设计教育和方法亦步亦趋。虽然西方的先进的设计理念和教育方法有助于我国设计的快速发展，但是近来西方的理念和我国的传统以及发展现状的水土不服的情势也愈演愈烈。因此，建立我国独特的视觉传达教育模式和设计理念越来越紧迫。笔者认为视觉修辞学恰恰可以作为一个突破点。
[Abstract]:This paper systematically introduces the concept of visual rhetoric, and through the historical review of rhetoric, advertising and visual communication, analyzes the background of visual rhetoric from the perspective of development. Through the analysis of excellent visual communication works, this paper compares the similarities and differences between visual rhetoric and linguistic rhetoric, and further puts forward the visual rhetoric design method applied to the field of visual communication. In addition, the author introduces visual rhetoric into the field of visual communication education through practical teaching activities. The theory of rhetoric in China has been written since the pre-Qin Dynasty. A wealth of resources has been left behind for thousands of years. But in modern times, the pace of rhetoric research is relatively slow. The development trend of modern rhetoric is to give full play to the practical advantages and serve the modernization construction; the other is to combine with the adjacent disciplines and expand the research field. Therefore, the establishment and systematic study of visual rhetoric conform to the development direction of rhetoric. On the one hand, visual rhetoric appears with the gradual rise and development of visual communication, and further study of visual rhetoric will play an important role in the theory and guidance of visual communication. Chinese language and culture have a long history. Exploring the rich resources in this field and applying them to modern design is bound to become the historical task of visual rhetoric. On the other hand, the cross-study of rhetoric and visual communication is also conducive to the expansion of the field of rhetoric, and can provide fresh blood and development power for the development of rhetoric. For the field of visual communication, the establishment and systematic research of visual rhetoric also play an important role in the design methodology of visual communication and the education of visual communication. For a long time, the visual communication methods and education in our country have been following foreign design education and methods. Although the advanced design ideas and educational methods in the West contribute to the rapid development of our country's design, the situation of the western ideas and our country's tradition and the present situation of development is becoming more and more serious recently. Therefore, it is more and more urgent to establish our unique visual communication education model and design concept. The author thinks that visual rhetoric can be used as a breakthrough point.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：J50

【引证文献】