【作者】 王迅；

【导师】 王伟明；

【作者基本信息】 苏州大学 ， 传播学， 2007， 硕士

【摘要】 本文试图构建广告图像视觉修辞研究的理论框架,为广告图像的修辞实践和修辞批评提供一幅清晰的、富有建设性的、系统性的参考图式。文章借鉴了荷兰学者托恩·维尔德斯解读艺术图像的框架(视觉语法、视觉辩证法和视觉修辞),分两个层次展开论述。第一个层次主要论述了视觉修辞的微观方面,包括广告图像视觉修辞的基础、视觉元素之间的结构与关系,重点探讨了广告图像的修辞格问题;第二个层次主要论述了视觉修辞的宏观方面,包括视觉修辞的策略、原则,重点探讨了广告图像修辞效果的问题。文章最后对后续研究提出了一些建议。更多还原

【Abstract】 The dissertation attempts to build up the theory framework of visual rhetoric about advertisement images, which will provide a clear, constructive and systematic reference map for the rhetoric practice of advertisement images and the rhetoric criticism on advertisement images. Based on a frame worked out by the Dutch scholar Velders.T. who expounds art pictures in there levels (visual grammar, visual dialectics, visual rhetoric), this dissertation launches the elaboration generally in two sections. The first mainly elaborates microscopic aspect of the visual rhetoric, including the basis of visual rhetoric, the structure and relationships of visual elements, in which the key is about the rhetorical figures; The second section is about the macroscopic aspect, mainly discussing the effect visual rhetoric brings, the strategy and principles of it included as well. At the end of the dissertation, the author gives some pieces of advice.更多还原