论视觉修辞研究

本文阐述了视觉修辞、视觉修辞学的含义,探讨了视觉修辞学建立的理论和实践价值。论文主张,视觉修辞包括语言视觉修辞、图像视觉修辞以及综合视觉修辞三个方面。语言修辞和图像修辞在符号性质、载体、感官特征、编码、解码、信息性质以及传输和接收、功能发生等方面都存在差异。视觉修辞是一种以语言、图像以及音像综合符号为媒介,以取得最佳的视觉效果为目的的人类传播行为。视觉修辞研究,不但有助于推动修辞学的理论创新,拓展修辞学研究的领域,同时也有助于解决众多修辞领域中的实践问题。

On the research of visual rhetoric

This paper defines language rhetoric act and visual rhetoric act, discusses the theoretical and practical values of visual rhetoric studies. The author thinks that visual rhetoric includes language visual rhetoric, image rhetoric and multiple vision rhetoric. Language visual rhetoric is different from image rhetoric in the nature of symbol, characteristics of sense organs, coding and decoding, nature of message sending and receiving, and their functions. Visual rhetoric is an active and intentional communication action for the best effects. The research of visual rhetoric is helpful to create new rhetoric theory, open up new fields of rhetoric, and solve practical problems of public rhetoric.