视觉修辞理论的开创——巴特与都兰德广告视觉修辞研究初探

法国的罗兰·巴特和杰克斯·都兰德二人开创了视觉传播修辞研究。这种研究主要建立在语言学修辞研究的基础上。他们开始都以广告图片为基本分析材料。巴特提出了视觉修辞研究的设想,而都兰德在实证研究基础上肯定了广告图片中存在几乎所有传统修辞手段,并试图总结一个基本完整的广告图片视觉修辞体系。尽管这个体系不够完善,但是具有重大的开创意义。

INITIATION OF VISUAL RHETORIC THEORY:BARTHES AND DURAND'S STUDY ON VISUAL RHETORIC IN ADVERTISING

Mainly based on the research of linguistic rhetoric,two French critics,Roland Barthes and Jacques Durand,initiated the research on visual rhetoric.They started with an extensive study of advertising images,on the basis of which Roland Barthes raised firstly the research of visual rhetoric and Jacques Durand drew a conclusion that almost all the rhetoric figures are found by linguists,and Durand tried to shape a system for visual rhetoric figures Although this system is far from perfect ness,it is really important for the initiation.